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How can online store layout design and atmosphere influence consumer shopping intention on a website?

Wann-Yih Wu (Department of Business Administration, National Cheng Kung University, Tainan, Taiwan and Chinese Culture University, Taipei, Taiwan)
Chia-Ling Lee (Department of Business Administration, National Cheng Kung University, Tainan, Taiwan)
Chen-Su Fu (Department of Business Administration, National Cheng Kung University, Tainan, Taiwan)
Hong-Chun Wang (Department of Business Administration, National Cheng Kung University, Tainan, Taiwan)

International Journal of Retail & Distribution Management

ISSN: 0959-0552

Article publication date: 1 January 2014

19179

Abstract

Purpose

Online retailing has attracted a lot of attention in recent years due to its great potential and significant implications for buyers and sellers. This study adopts the stimulus-organism-response (S-O-R) framework to illustrate how store layout design and atmosphere influence consumers' shopping intention on the website.

Design/methodology/approach

The sample for this study comprised 626 respondents from the internet users. A structural equation model was employed to identify the interrelationships of store layout design, atmosphere, emotional arousal, attitude toward the website, and purchase intention.

Findings

The analytical results of this study indicate that store layout design has significant impacts on emotional arousal and attitude toward the website, and thus has a positive influence on purchase intention. In addition, atmosphere has a more influential effect on emotional arousal than store layout design.

Originality/value

This study provides new insights into the influences of store layout design and atmosphere on consumer online shopping intentions.

Keywords

Citation

Wu, W.-Y., Lee, C.-L., Fu, C.-S. and Wang, H.-C. (2014), "How can online store layout design and atmosphere influence consumer shopping intention on a website?", International Journal of Retail & Distribution Management, Vol. 42 No. 1, pp. 4-24. https://doi.org/10.1108/IJRDM-01-2013-0035

Publisher

:

Emerald Group Publishing Limited

Copyright © 2014, Emerald Group Publishing Limited

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