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M-atmospherics: From the physical to the digital |
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| Institution: | 1. School of Industrial Engineering, College of Engineering, University of Tehran, Iran;2. School of Business and Economics, RWTH Aachen University, Aachen, Germany;3. Centre for Research in Sustainable Supply Chain Analytics, Rowe School of Business, Dalhousie University, Halifax, NS, Canada;1. IQS School of Management, Universitat Ramon Llull, Via Augusta, 390, 08017, Barcelona, Spain;2. Tecnológico de Monterrey, Avenida General Ramón Corona 2514, Nuevo México, 45138, Zapopan, JAL, Mexico;1. Sauder School of Business, University of British Columbia (UBC), Vancouver, British Columbia, V6T 1Z2, Canada;2. Rowe School of Business, Dalhousie University, Halifax, NS, B3H 4R2, Canada;1. Ehrenberg-Bass Institute, UniSA Business, University of South Australia, City West Campus Level 4, Yungondi Building, North Terrace Adelaide, SA 5000, Australia;2. Massey University, Auckland, New Zealand |
| Abstract: | This research draws on the stimulus-organism-response framework to explore how traditional, physical atmospheric variables relate to consumers’ internal value responses to the m-shopping experience. Further, this research exposes how fulfillment of consumers’ utilitarian and hedonic values relate to consumers’ experience of flow while shopping and their intentions to return to the m-shopping platform. Findings suggest the stimulus-organism-response framework provides a viable perspective on the design of mobile shopping experiences. Moreover, traditional atmospheric variables influence consumers’ shopping experiences in the mobile context. Theoretical and practical implications are provided. |
| Keywords: | M-Shopping Atmospherics M-Atmospherics Retail Hedonic shopping value Utilitarian shopping value Stimulus-organism-response framework |
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