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Examining the relationships between online store atmospheric color,flow experience and consumer behavior
Institution:1. Senior Lecturer in Marketing, University of Brighton, Mithras House, Lewes Road, Brighton BN2 4AT, United Kingdom;2. Senior Lecturer in Marketing, Westminster Business School, 35 Marylebone Rd, London NW1 5LS, United Kingdom;3. Reader, Leeds Beckett University, 562 Rose Bowl, City Campus, Leeds LS1 3HL, United Kingdom
Abstract:Although atmospherics and flow experience are widely studied, the relationship between online store atmospheric cues and flow experience has received a little attention. Furthermore, there is a lack of published results about the role of atmospheric color in creating flow. Using the Stimulus – Organism – Response model and the theory of optimal experience of flow, this study investigated the impact of online store background color on the achievement of flow and its effects on online consumer behavior. In this study, an online experiment was conducted to investigate the effects of a warm hue – yellow versus a cool hue – blue of the background and used a self-administered online survey for data collection. The results underscore the important role online store color plays in creating the flow experience and revealed that blue hue induces more flow than yellow. The two dimensions of flow (perceived enjoyment and concentration) have direct and mediating effects on purchase intention and revisit intention. Concentration, but not enjoyment, has direct and mediating effects on the number of viewed pages and time spent per visit. This research enhances our understanding of the relationship between online store atmospheric color and flow and highlights the role of flow as an extension of SOR model applied online. Other theoretical and managerial implications of the results are discussed. Finally, suggestions regarding future research are presented.
Keywords:E-commerce  Online atmospherics  Color  Flow  Behavior  SOR model
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