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Social networking atmosphere and online retailing

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  • Min-Sook Park
  • Jong-Kuk Shin
  • Yong Ju

Abstract

Online store atmosphere is an important determinant of shopping behavior. The rapid growth of online social networks means it is widely used in online stores in many patterns. We seek to address the lack of systematic research on how customer-to-customer social environment can influence consumer online shopping outcome. This study adopts the concept of social networking atmosphere of online stores and uses the Stimulus-Organism-Response framework widely used in environmental psychology to test whether the characteristics of the social networking environment of online stores can influence their consumers' shopping behavior. The characteristics of the social networking atmosphere are proposed to be convenience, personalization, and social surveillance. We received 270 valid responses from people who have experience using online stores with a social networking environment. The results indicate that the characteristics of the social networking environment (convenience, personalization, and social surveillance) will increase consumers' satisfaction with (affective) and perceived usefulness of (cognitive) the online store atmosphere, which in turn will increase the consumers' purchase intention in the online store with a social networking atmosphere. Moreover, males have better internal states to convenience and personalization than females and females have better internal states to social surveillance than males.

Suggested Citation

  • Min-Sook Park & Jong-Kuk Shin & Yong Ju, 2014. "Social networking atmosphere and online retailing," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(1), pages 89-107, January.
    • Handle: RePEc:taf:jgsmks:v:24:y:2014:i:1:p:89-107
    DOI: 10.1080/21639159.2013.867681
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    Cited by:

    1. Hwang, Joon Ho & Chung, Jaiho & Kim, Jae Wook & Lee, Dongwon & Yoo, Weon Sang, 2016. "Antecedents to loyalty point redemption: Implications for customer equity management," Journal of Business Research, Elsevier, vol. 69(9), pages 3731-3739.
    2. Park, Min-Sook & Shin, Jong-Kuk & Ju, Yong, 2019. "Attachment styles and electronic word of mouth (e-WOM) adoption on social networking sites," Journal of Business Research, Elsevier, vol. 99(C), pages 398-404.
    3. Jiang, Yan & Kim, Jeeyeon & Choi, Jeonghye & Kang, Moon Young, 2020. "From clicks to bricks: The impact of product launches in offline stores for digital retailers," Journal of Business Research, Elsevier, vol. 120(C), pages 302-311.
    4. Suhail Ahmad Bhat & Ajaz Akbar Mir & Sheikh Basharul Islam, 2022. "Scale Purification and Validation: A Methodological Approach to Sustainable Online Retailing," Vikalpa: The Journal for Decision Makers, , vol. 47(3), pages 217-234, September.
    5. Lazaris, Chris & Vrechopoulos, Adam & Sarantopoulos, Panagiotis & Doukidis, Georgios, 2022. "Additive omnichannel atmospheric cues: The mediating effects of cognitive and affective responses on purchase intention," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Jong Kuk Shin & Minsook Park, 2014. "Mediating effect of store attachment in formation of store emotions and patronage through art and culture sponsorship in retailing," Journal of Global Scholars of Marketing Science, Taylor & Francis Journals, vol. 24(4), pages 441-452, September.
    7. Kim, Jikyung (Jeanne) & Kim, Sanghwa & Choi, Jeonghye, 2020. "Purchase now and consume later: Do online and offline environments drive online social interactions and sales?," Journal of Business Research, Elsevier, vol. 120(C), pages 274-285.

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