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2021 | OriginalPaper | Chapter

Online Atmospherics - An Evaluation of the Current State of the Art and Future Research Directions

Authors : Eva Maria González Hernández, Jan-Hinrich Meyer, Andrea Trujillo

Published in: Advances in Digital Marketing and eCommerce

Publisher: Springer International Publishing

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Abstract

Previous research has demonstrated that atmospherics (lighting, scent, music, temperature, store layout, product display, etc.) impact consumers’ emotional and behavioral responses, and marketers have applied them to in-store strategies to stimulate purchases. However, in the last decades retailers are confronting a significant technological transformation and face the challenges to attract a digital consumer in an online setting. This work focuses on new insights provided by marketing researchers about the role of atmospherics in the context of online stores. We contribute to this debate by providing a systematic literature review of articles published in the last decade on atmospherics in the main journals of marketing. The present study has two main objectives: first, identify theoretical keys about the role of atmospherics in online stores. And second, recognize areas for future research.

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Metadata
Title
Online Atmospherics - An Evaluation of the Current State of the Art and Future Research Directions
Authors
Eva Maria González Hernández
Jan-Hinrich Meyer
Andrea Trujillo
Copyright Year
2021
Book
Advances in Digital Marketing and eCommerce

Print ISBN: 978-3-030-76519-4

Electronic ISBN: 978-3-030-76520-0

Copyright Year: 2021

DOI
https://doi.org/10.1007/978-3-030-76520-0_14