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Culture influences on emotional responses to on-line store atmospheric cues

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  • Davis, Lenita
  • Wang, Sijun
  • Lindridge, Andrew

Abstract

On-line retailing created a global marketplace with an innumerable array of competitors. Essential to on-line store's ability to attract and retain customers globally is its store atmospherics, which are design elements used to garner attention and create a positive buying environment [Kotler Phillip. Atmospherics as a marketing tool. Journal of Retailing 1974; 49: 48-64.]. The research presented here assesses how behavioral and emotional responses to on-line store atmospherics vary across collectivist and individualist cultural value systems. The contribution is significant because additional research on understanding how culture affects customers' responses to the on-line store site design is needed [Chan Ricky Y. K. and Tai Susan. How do in-store environmental cues influence Chinese shoppers? A study of hypermarket customers in Hong Kong. Journal of International Consumer Marketing 2001; 13 (1): 73-104.; Eroglu Sevgin, Machleit Karen and Davis Lenita. Atmospheric qualities of on-line retailing: A conceptual model and implications. Journal of Business Research 2001; 54 (2): 177-184.; Menon and Kahn, 2002]. Using two different site designs for a fictional on-line retailer, American and Chinese University students evaluated their shopping experience at an assigned site. Findings: Cultural values do affect customers' responses to atmospheric cues. The study examines the inter-relationships between customers' emotional responses.

Suggested Citation

  • 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.
    • Handle: RePEc:eee:jbrese:v:61:y:2008:i:8:p:806-812
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    1. 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.
    2. Hui, Michael K & Bateson, John E G, 1991. "Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 18(2), pages 174-184, September.
    3. Steenkamp, Jan-Benedict E M & Baumgartner, Hans, 1998. "Assessing Measurement Invariance in Cross-National Consumer Research," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 25(1), pages 78-90, June.
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