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Defining, applying and customizing store atmosphere in virtual reality commerce: Back to basics?

Krasonikolakis, I., Vrechopoulos, A., Pouloudi, A. (2011) Defining, applying and customizing store atmosphere in virtual reality commerce: Back to basics? International Journal of E-Services and Mobile Applications, 3 (2). pp. 59-72. ISSN 1941-627X. (doi:10.4018/IJESMA) (The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided)

The full text of this publication is not currently available from this repository. You may be able to access a copy if URLs are provided. (Contact us about this Publication)
Official URL
http://dx.doi.org/10.4018/IJESMA

Abstract

This paper studies the concept of Store Atmosphere in Virtual Commerce (V-Commerce) through the Web in order to empirically define its determinants and investigate their applicability and customization capabilities. A series of in depth interviews with field experts (study #1) along with an online questionnaire survey (study #2) served as the data collection mechanisms of the study. The empirical findings suggest that while the social aspect dimension of V-Commerce limits customization capabilities, it provides several innovative options for manipulating Store Atmosphere. Additionally, the results indicate that Store Atmosphere attributes can be grouped in three factors with high average scores concerning the importance users attach to them. Specifically, storefront, store theatrics, colors, music and graphics are grouped in Factor #1 and reflect the “Store’s Appeal”. Crowding, product display techniques and innovative store atmosphere services are grouped in Factor #2 labeled “Innovative Atmosphere”, while store layout constitutes the only attribute included in Factor #3. The paper outlines the theoretical and managerial implications of these research results.

Item Type: Article
DOI/Identification number: 10.4018/IJESMA
Subjects: H Social Sciences
Divisions: Faculties > Social Sciences > Kent Business School
Faculties > Social Sciences > Kent Business School > Marketing
Depositing User: Ioannis Krasonikolakis
Date Deposited: 24 Aug 2018 09:23 UTC
Last Modified: 06 Feb 2020 04:18 UTC
Resource URI: https://kar.kent.ac.uk/id/eprint/68788 (The current URI for this page, for reference purposes)
Krasonikolakis, I.: https://orcid.org/0000-0002-7421-5958
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