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The influence of culture, emotions, intangibility, and atmospheric cues on online behavior


  • Mazaheri, Ebrahim
  • Richard, Marie Odile
  • Laroche, Michel
  • Ueltschy, Linda C.


This paper examines how emotions and website atmospheric cues influence service tangibility and consumer attitudes. The proposed model was compared across three cultures: North America (Canada and U.S.), China, and the Middle East. The findings support the overall model and demonstrate several non-invariant paths across the groups. Particularly, the results suggest how the influences of two emotional dimensions (pleasure and dominance) on consumer perceptions of site atmospherics vary across cultures. Moreover, the effects of service tangibility dimensions (physical tangibility, specificity, and mental tangibility) on consumers' attitudes toward the website and service vary significantly across the three cultures. Mental tangibility has the greatest influence on North American customers' attitudes, while physical tangibility and specificity have the greatest impact on Chinese and Middle Eastern customers' attitudes, respectively.

Suggested Citation

  • Mazaheri, Ebrahim & Richard, Marie Odile & Laroche, Michel & Ueltschy, Linda C., 2014. "The influence of culture, emotions, intangibility, and atmospheric cues on online behavior," Journal of Business Research, Elsevier, vol. 67(3), pages 253-259.
  • Handle: RePEc:eee:jbrese:v:67:y:2014:i:3:p:253-259
    DOI: 10.1016/j.jbusres.2013.05.011

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    References listed on IDEAS

    1. Mazaheri, Ebrahim & Richard, Marie-Odile & Laroche, Michel, 2011. "Online consumer behavior: Comparing Canadian and Chinese website visitors," Journal of Business Research, Elsevier, vol. 64(9), pages 958-965, September.
    2. Dailey, Lynn, 2004. "Navigational web atmospherics: Explaining the influence of restrictive navigation cues," Journal of Business Research, Elsevier, vol. 57(7), pages 795-803, July.
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    4. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    5. Mummalaneni, Venkatapparao, 2005. "An empirical investigation of Web site characteristics, consumer emotional states and on-line shopping behaviors," Journal of Business Research, Elsevier, vol. 58(4), pages 526-532, April.
    6. Davis, Lenita & Wang, Sijun & Lindridge, Andrew, 2008. "Culture influences on emotional responses to on-line store atmospheric cues," Journal of Business Research, Elsevier, vol. 61(8), pages 806-812, August.
    7. Thakor, Mrugank V. & Borsuk, Wendy & Kalamas, Maria, 2004. "Hotlists and Web browsing behavior--an empirical investigation," Journal of Business Research, Elsevier, vol. 57(7), pages 776-786, July.
    8. Hausman, Angela V. & Siekpe, Jeffrey Sam, 2009. "The effect of web interface features on consumer online purchase intentions," Journal of Business Research, Elsevier, vol. 62(1), pages 5-13, January.
    9. Sandra K Smith Speck & Abhijit Roy, 2008. "The interrelationships between television viewing, values and perceived well-being: A global perspective," Journal of International Business Studies, Palgrave Macmillan;Academy of International Business, vol. 39(7), pages 1197-1219, October.
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    Cited by:

    1. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing," Journal of Retailing, Elsevier, vol. 95(4), pages 219-234.
    2. Wenyan Zhou & Oliver Hinz & Alexander Benlian, 2018. "The impact of the package opening process on product returns," Business Research, Springer;German Academic Association for Business Research, vol. 11(2), pages 279-308, September.
    3. Richard, Marie-Odile & Chebat, Jean-Charles, 2016. "Modeling online consumer behavior: Preeminence of emotions and moderating influences of need for cognition and optimal stimulation level," Journal of Business Research, Elsevier, vol. 69(2), pages 541-553.
    4. Errajaa, Karim & Legohérel, Patrick & Daucé, Bruno, 2018. "Immersion and emotional reactions to the ambiance of a multiservice space: The role of perceived congruence between odor and brand image," Journal of Retailing and Consumer Services, Elsevier, vol. 40(C), pages 100-108.
    5. Elpida TENIDOU & Dimosthenis PAPPAS & Ioannis KAZANIDIS & Stavros VALSAMIDIS, 2016. "The Usage Of E-Commerce In The Area Of Evros, Greece," Scientific Bulletin - Economic Sciences, University of Pitesti, vol. 15(2), pages 3-19.
    6. Gianfranco Walsh & Edward Shiu & Louise Hassan & Patrick Hille & Ikuo Takahashi, 2019. "Fear of Online Consumer Identity Theft: Cross-Country Application and Short Scale Development," Information Systems Frontiers, Springer, vol. 21(6), pages 1251-1264, December.
    7. Makri, Katerina & Schlegelmilch, Bodo B., 2017. "Time orientation and engagement with social networking sites: A cross-cultural study in Austria, China and Uruguay," Journal of Business Research, Elsevier, vol. 80(C), pages 155-163.
    8. Yong Liu & Manting Li & Juanjuan Zhao & Haidong Yu, 2019. "Responding to environmental pollution-related online posts: behavior of Web surfers and its influencing factors," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 21(6), pages 2931-2943, December.
    9. Anninou, Ioanna & Foxall, Gordon R., 2019. "The reinforcing and aversive consequences of customer experience. The role of consumer confusion," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 139-151.


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