Davis, Lenita; Wang, Sijun and Lindridge, Andrew
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|DOI (Digital Object Identifier) Link:||http://dx.doi.org/doi:10.1016/j.jbusres.2007.08.005|
|Google Scholar:||Look up in Google Scholar|
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.
|Item Type:||Journal Article|
|Copyright Holders:||2007 Elsevier Inc.|
|Keywords:||atmospherics; China; cross-cultural; Internet; on-line store|
|Academic Unit/Department:||Open University Business School|
|Depositing User:||Andrew Lindridge|
|Date Deposited:||21 Jan 2011 12:39|
|Last Modified:||25 Oct 2012 05:15|
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