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

Eva Maria González Hernández, Jan Hinrich Meyer, Andrea Trujillo

Producción científica: Capítulo del libroContribución a congreso/conferenciarevisión exhaustiva

Resumen

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.

Idioma originalInglés
Título de la publicación alojadaAdvances in Digital Marketing and eCommerce - 2nd International Conference, 2021
EditoresFrancisco J. Martínez-López, David López López
EditorialSpringer Science and Business Media B.V.
Páginas129-136
Número de páginas8
ISBN (versión impresa)9783030765194
DOI
EstadoPublicada - 2021
Evento2nd Digital Marketing and eCommerce Conference, DMeC 2021 - Barcelona, Espana
Duración: 29 jun 202130 jun 2021

Serie de la publicación

NombreSpringer Proceedings in Business and Economics
ISSN (versión impresa)2198-7246
ISSN (versión digital)2198-7254

Conferencia

Conferencia2nd Digital Marketing and eCommerce Conference, DMeC 2021
País/TerritorioEspana
CiudadBarcelona
Período29/06/2130/06/21

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