On-line shop atmosphere: the impact of the virtual environment in the satisfaction of the consumer and on buying attitude

Abstract

The concept of store atmosphere was proposed by Kotler (1973) as a relevant strategic tool for retailers. In this paper, the focus was on the atmosphere of on-line shop. It investigates the on-line environment influences on consumer's emotions (MEHRABIAN and RUSSELL, 1974), and what impact emotions have on both satisfaction and the attitude with the on-line purchase. Using a survey to a sample no probabilistic consumers that have bought using the Internet, were quizzed relations among the following constructs: environment of shop, pleasure and activation, satisfaction and positive attitude with the on-line purchase. The application of statistical analyses, together with the theory investigated, permitted to identify that the virtual environment influences positively the pleasure with the process of on-line purchase, and that this by it turn contributed to the satisfaction of the consumer and to the positive attitude with this process.