Web Interface and Consumers Buying Intention in E-Tailing: Results From an Online Experiment

This article empirically tests the influence of perceived atmospheric elements of an e-commerce website on consumers’ emotional and behavioral responses. Virtual atmosphere is considered as a multi dimensional construct integrating visual aesthetics, layout, and website social interactivity perception. The data was collected from a sample of Internet users who participated in an online survey. The main results show that all atmospheric factors have a positive impact on mood, which in turn strongly influence online purchase intentions. However, attitude toward the site was partially explained by atmospherics and did not impact purchase intentions.


Anis Allagui and Jean-francois Lemoine (2007) ,"Web Interface and Consumers Buying Intention in E-Tailing: Results From an Online Experiment", in E - European Advances in Consumer Research Volume 8, eds. Stefania Borghini, Mary Ann McGrath, and Cele Otnes, Duluth, MN : Association for Consumer Research, Pages: 24-30.


Anis Allagui, University of Nantes, FRANCE
Jean-francois Lemoine, University of Nantes, FRANCE


E - European Advances in Consumer Research Volume 8 | 2007

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