Research Article
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Year 2017, , 348 - 354, 30.12.2017
https://doi.org/10.17261/Pressacademia.2017.767

Abstract

References

  • Afra, S. 2014, E-Commerce as a focus on the Digital Market: Turkey's Place in the World, Present Status and Steps for the Future, TUSIAD. Retrieved from http://tusiad.org/tr/yayinlar/raporlar/item/7891-dijital-pazarin-odak-noktasi-e-ticaret-dunyada-turkiyenin-yeri-mevcutdurum-ve-gelecege-yonelik-adimlar-raporu
  • Alba, J., Lynch, J., Weitz, B. and Janiszewski, C. 1997, “Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces”, Journal of Marketing, 61(3), 38-53.
  • Baker, J., Grewal, D., and Parasuraman, A. 1994, “The influence of store environment on quality inferences and store image”, Journal of Academy of Marketing Science, 22(4), 328–339.
  • Belizzi, J. A., Crowley, A. E. and Hasty, R. W. 1983, “The effects of color in store design”, Journal of Retailing, 59(1), 21–45.
  • Berlyne, E. 1960, Conflict, arousal, and curiosity, New York, NY. McGraw-Hill.
  • Bitner, M.J. 1992, “Servicescapes: the impact of physical surroundings on customers and employees”, Journal of Marketing, 56(2), 57–71.
  • Cox, Dena and Anthony D. Cox 2002, “Beyond first impressions: the effects of repeated exposure on consumer liking of visually complex and simple product design”, Journal of the Academy of Marketing Science, 30 (2), 119–30.
  • Cyr, D. 2008, “Modeling website design across cultures: relationships to trust, satisfaction, and e-loyalty”, Journal of Management Information Systems, 24(4), 47–72.
  • Dailey, L. 2004, “Navigational web atmospherics: Explaining the influence of restrictive navigation cues”, Journal of Business Research, 57(7), 795-803.
  • Donderi, D. C. 2006, “Visual complexity: A review”, Psychological Bulletin, 132 (1), 73–97.
  • Donovan, R. J. and Rossiter, J. R. 1982, ”Store atmosphere: An environmental psychology approach”, Journal of Retailing, 58(1), 34–57
  • Eroglu, S.A. Machleit, K.A. and Davis, L. M. 2001, “Atmospheric qualities of online retailing: A conceptual model and implications”, Journal of Business Research, 6(9), 177–184.
  • Eroglu, S. A., Machleit, K. A. and Davis, L. M. 2003, “Empirical testing of a model of online store atmospherics and shopper responses”, Psychology and Marketing, 20(2), 139–150.
  • Ganguly, B., Dash, S. B., Cyr, D., and Head, M. 2010, “The effects of website design on purchase intention in online shopping: the mediating role of trust and the moderating role of culture”, International Journal of Electronic Business, 8(4/5), 302-330.
  • Geissler, G. L., Zinkhan, G. M. and Watson, R. T. 2001, “Web home page complexity and communication effectiveness”, Journal of Association for Information Systems, 2(2), 1–46.
  • Germonprez, M. and Ilze, Z. 2005, “Causal factors for web site complexity”, Working Papers on Information Environments, Systems and Organizations, 3(2), 107–21.
  • Golden, L. G. and Zimmerman, D. A. 1986, Effective retailing, Boston: Houghton Mifflin.
  • Grewal, D. and Levy, M. 2007, “Retailing research: Past, present, and future”, Journal of Retailing, 83(4), 447-464.
  • Grewal, D., Levy, M. and Kumar, V. 2009, “Customer experience management in retailing: an organizing framework”, Journal of Retailing, 85(1), 1–14.
  • Guo, Yi M. and Hall, D. 2009, Website complexity: Objective versus subjective measures, MWAIS 2009, Madison, SD.
  • Hoffmann, S., Schwarz, U. and Mueller, S. 2011, “The ambivalent effects of web site complexity”, International Journal of Internet Marketing and Advertising, 6, 4, 413–33.
  • Hui, M. K., Dube, L. and Chebat, J. C. 1997, “The impact of music on consumers’ reactions to waiting for services”, Journal of Retailing, 73(1), 87–104.
  • Kalakota, R. and Whinston, A. B. 1997, Electronic Commerce: A Manager's guide, Addison-Wesley Professional.
  • Kaltcheva, V. D. and Weitz, B. A. 2006, “When should a retailer create an exciting store environment”, Journal of Marketing, 70(1), 107-118.
  • Kantarcı, Ö., Özalp, M., Sezginsoy, C., Özaşkınlı, O. and Cavlak, C. 2017, The power of economy in the digitalized world: E-commerce, TUSIAD. Retrieved from http://www.eticaretraporu.org/wp-content/uploads/2017/04/TUSIAD_E-Ticaret_Raporu_2017.pdf
  • Kotler P. 1973, “Atmospherics as a marketing tool”, Journal of Retailing, 49(4), 48–64.
  • Kumar, V., Dalla Pozza, I. and Ganesh, J. 2013, “Revisiting the satisfaction–loyalty relationship: empirical generalizations and directions for future research”, Journal of Retailing, 89(3), 246-262.
  • Lavie, T. and Tractinsky, N. 2004, “Assessing dimensions of perceived visual aesthetics of web sites”, International Journal of Human– Computer Studies, 60 (3), 269–98.
  • Mai, R., Hoffmann, S., Schwarz, U., Niemand, T. and Seidel, J. 2014, “The shifting range of optimal web site complexity”, Journal of Interactive Marketing, 28(2), 101-116.
  • Mallapragada, G., Chandukala, S. R. and Liu, Q. 2016, “Exploring the effects of “What” (product) and “Where” (website) characteristics on online shopping behavior”, Journal of Marketing, 80(2), 21–38.
  • Mazursky, D. and Jacoby, J. 1986, “Exploring the development of store image”, Journal of Retailing, 62(2), 145–165.
  • McKinney, L. N. 2004, “Creating a satisfying internet shopping experience via atmospheric variables”, International Journal of Consumer Studies, 28(3), 268-283.
  • Mehrabian, A. and Russell, J. A. 1974, “The basic emotional impact of environments”, Perceptual and Motor Skills, 38(1), 283–301.
  • Pham, M.T., Cohen, J.B., Pracejus, J.W. and Hughes, G.D. 2001, “Affect monitoring and the primacy of feelings in judgment”, Journal of Consumer Research, Vol. 28 No. 2, pp. 167-188.
  • Pieters, R., Wedel, M. and Batra, R. 2010, “The stopping power of advertising: Measures and effects of visual complexity”, Journal of Marketing, 74(5), 48-60.
  • Plutchik, R. 2003, Emotions and life: Perspectives from psychology, biology, and evolution, American Psychological Association.
  • Pracejus, J. W., Olsen, G. D. and O'Guinn, T. C. 2006, “How nothing became something: white space, rhetoric, history, and meaning”, Journal of Consumer Research, 33(1), 82-90.
  • Russell, J. A. 2003, “Core affect and the psychological construction of emotion”, Psychological review, 110(1), 145.
  • Russell, J. A., and Pratt, G. 1980, “A description of the affective quality attributed to environments”, Journal of personality and social psychology, 38(2), 311.
  • Rosenholz, R.,Yuanzhen L. and Nakano, L. 2007, “Measuring visual clutter”, Journal of Vision, 7 (2), 1–22.
  • Sanchez-Franco, M. J. and Rondan-Cataluña, F. J. 2010, “Virtual travel communities and customer loyalty: Customer purchase involvement and web site design”, Electronic Commerce Research and Applications, 9(2), 171-182.
  • Schenkman, Bo N. and Fredrik U. Jönsson 2000, “Aesthetics and Preferences of Web Pages”, Behaviour & Information Technology, 19 (5), 367–77.
  • Sherman, E., Mathur, A. and Smith, R. B. 1997, “Store environment and consumer purchase behavior: Mediating role of consumer emotions”, Psychology & Marketing, 14(4), 361–378.
  • Shih, C.-F. 1998, “Conceptualizing consumer experiences in cyberspace”, European Journal of Marketing, 32 (7/8), 655–663.
  • Spangenberg, E. R., Crowley, A. E. and Henderson, P. W. 1996, “Improving the store environment: Do olfactory cues affect evaluations and behaviors?”, Journal of Marketing, 60(2), 67–80.
  • Tan, H. and Guo, J. 2005, “Some methods to depress the risks of the online transaction”, In Proceedings of the 7th International Conference on Electronic Commerce (217-220).
  • Thang, D. C. L. and Tan, B. L. B. 2003, “Linking consumer perception to preference of retail stores: An empirical assessment of the multiattributes of store image”, Journal of Retailing and Consumer Services, 10(4), 193–200.
  • Varadarajan, P. R. and Yadav, M.S. 2002, “Marketing strategy and the internet: an organizing framework”, Journal of the Academy of Marketing Science, 30(4), 296–312.
  • Wedel, M. and Pieters, R. 2000, “Eye fixations on advertisements and memory for brands: A model and findings”, Marketing science, 19(4), 297-312.
  • Yoon, S-J. 2002, “The antecedents and consequences of trust in online purchase decision”, Journal of Interactive Marketing, 16(2), 47–63.

THE IMPORTANCE OF WEB SITE ATMOSPHERICS WITH EMPHASIS ON VISUAL COMPLEXITY IN ONLINE RETAILING BASED ON S-O-R PARADIGM

Year 2017, , 348 - 354, 30.12.2017
https://doi.org/10.17261/Pressacademia.2017.767

Abstract

Purpose - Online retailing web sites have become a valuable
platform where consumers are exposed to companies’ products and services.
Online web sites’ visual characteristics include text, pictures, graphics,
layout, motion have been identified as some of the main factors contributing to
repetitive visits and purchases. As visual design and making the right design
decisions are critical to effective online retailing, clarifying these visual
elements are crucial. Accordingly, the purpose of this study is to provide the
main insights highlighted in the literature related to online shopping web site
visual cues as well as to propose the adaptation of visual complexity concept
to this relatively new environment via S-O-R paradigm discussion.

Methodology - Through a literature review, the importance of web site
atmospherics with emphasis on visual complexity and their influence on
consumers’ decision making process via their cognitive and emotional states
based on S-O-R paradigm is discussed.

Findings – Both the online and offline retailing literature survey suggests
that visual complexity of an online retailing web site may have a strong effect
on marketing outcomes (revisit/repurchase) and S-O-R paradigm is the
foundational theory that helps to support this major argument.  







Conclusion - As online shopping becomes more competitive, online
retailers continuously look for ways to attract more online customers and hence
increase their purchase intentions. One way to induce revisit intention is to
provide an online retailing environment that features superior atmospherics
that are visually less complex. Rather than getting lost in the design decision
of each element individually, taking a more holistic approach attempting to
understand the interplay between visual cues that define visual complexity is a
necessity to generate effective marketing strategies in online retailing.

References

  • Afra, S. 2014, E-Commerce as a focus on the Digital Market: Turkey's Place in the World, Present Status and Steps for the Future, TUSIAD. Retrieved from http://tusiad.org/tr/yayinlar/raporlar/item/7891-dijital-pazarin-odak-noktasi-e-ticaret-dunyada-turkiyenin-yeri-mevcutdurum-ve-gelecege-yonelik-adimlar-raporu
  • Alba, J., Lynch, J., Weitz, B. and Janiszewski, C. 1997, “Interactive home shopping: consumer, retailer, and manufacturer incentives to participate in electronic marketplaces”, Journal of Marketing, 61(3), 38-53.
  • Baker, J., Grewal, D., and Parasuraman, A. 1994, “The influence of store environment on quality inferences and store image”, Journal of Academy of Marketing Science, 22(4), 328–339.
  • Belizzi, J. A., Crowley, A. E. and Hasty, R. W. 1983, “The effects of color in store design”, Journal of Retailing, 59(1), 21–45.
  • Berlyne, E. 1960, Conflict, arousal, and curiosity, New York, NY. McGraw-Hill.
  • Bitner, M.J. 1992, “Servicescapes: the impact of physical surroundings on customers and employees”, Journal of Marketing, 56(2), 57–71.
  • Cox, Dena and Anthony D. Cox 2002, “Beyond first impressions: the effects of repeated exposure on consumer liking of visually complex and simple product design”, Journal of the Academy of Marketing Science, 30 (2), 119–30.
  • Cyr, D. 2008, “Modeling website design across cultures: relationships to trust, satisfaction, and e-loyalty”, Journal of Management Information Systems, 24(4), 47–72.
  • Dailey, L. 2004, “Navigational web atmospherics: Explaining the influence of restrictive navigation cues”, Journal of Business Research, 57(7), 795-803.
  • Donderi, D. C. 2006, “Visual complexity: A review”, Psychological Bulletin, 132 (1), 73–97.
  • Donovan, R. J. and Rossiter, J. R. 1982, ”Store atmosphere: An environmental psychology approach”, Journal of Retailing, 58(1), 34–57
  • Eroglu, S.A. Machleit, K.A. and Davis, L. M. 2001, “Atmospheric qualities of online retailing: A conceptual model and implications”, Journal of Business Research, 6(9), 177–184.
  • Eroglu, S. A., Machleit, K. A. and Davis, L. M. 2003, “Empirical testing of a model of online store atmospherics and shopper responses”, Psychology and Marketing, 20(2), 139–150.
  • Ganguly, B., Dash, S. B., Cyr, D., and Head, M. 2010, “The effects of website design on purchase intention in online shopping: the mediating role of trust and the moderating role of culture”, International Journal of Electronic Business, 8(4/5), 302-330.
  • Geissler, G. L., Zinkhan, G. M. and Watson, R. T. 2001, “Web home page complexity and communication effectiveness”, Journal of Association for Information Systems, 2(2), 1–46.
  • Germonprez, M. and Ilze, Z. 2005, “Causal factors for web site complexity”, Working Papers on Information Environments, Systems and Organizations, 3(2), 107–21.
  • Golden, L. G. and Zimmerman, D. A. 1986, Effective retailing, Boston: Houghton Mifflin.
  • Grewal, D. and Levy, M. 2007, “Retailing research: Past, present, and future”, Journal of Retailing, 83(4), 447-464.
  • Grewal, D., Levy, M. and Kumar, V. 2009, “Customer experience management in retailing: an organizing framework”, Journal of Retailing, 85(1), 1–14.
  • Guo, Yi M. and Hall, D. 2009, Website complexity: Objective versus subjective measures, MWAIS 2009, Madison, SD.
  • Hoffmann, S., Schwarz, U. and Mueller, S. 2011, “The ambivalent effects of web site complexity”, International Journal of Internet Marketing and Advertising, 6, 4, 413–33.
  • Hui, M. K., Dube, L. and Chebat, J. C. 1997, “The impact of music on consumers’ reactions to waiting for services”, Journal of Retailing, 73(1), 87–104.
  • Kalakota, R. and Whinston, A. B. 1997, Electronic Commerce: A Manager's guide, Addison-Wesley Professional.
  • Kaltcheva, V. D. and Weitz, B. A. 2006, “When should a retailer create an exciting store environment”, Journal of Marketing, 70(1), 107-118.
  • Kantarcı, Ö., Özalp, M., Sezginsoy, C., Özaşkınlı, O. and Cavlak, C. 2017, The power of economy in the digitalized world: E-commerce, TUSIAD. Retrieved from http://www.eticaretraporu.org/wp-content/uploads/2017/04/TUSIAD_E-Ticaret_Raporu_2017.pdf
  • Kotler P. 1973, “Atmospherics as a marketing tool”, Journal of Retailing, 49(4), 48–64.
  • Kumar, V., Dalla Pozza, I. and Ganesh, J. 2013, “Revisiting the satisfaction–loyalty relationship: empirical generalizations and directions for future research”, Journal of Retailing, 89(3), 246-262.
  • Lavie, T. and Tractinsky, N. 2004, “Assessing dimensions of perceived visual aesthetics of web sites”, International Journal of Human– Computer Studies, 60 (3), 269–98.
  • Mai, R., Hoffmann, S., Schwarz, U., Niemand, T. and Seidel, J. 2014, “The shifting range of optimal web site complexity”, Journal of Interactive Marketing, 28(2), 101-116.
  • Mallapragada, G., Chandukala, S. R. and Liu, Q. 2016, “Exploring the effects of “What” (product) and “Where” (website) characteristics on online shopping behavior”, Journal of Marketing, 80(2), 21–38.
  • Mazursky, D. and Jacoby, J. 1986, “Exploring the development of store image”, Journal of Retailing, 62(2), 145–165.
  • McKinney, L. N. 2004, “Creating a satisfying internet shopping experience via atmospheric variables”, International Journal of Consumer Studies, 28(3), 268-283.
  • Mehrabian, A. and Russell, J. A. 1974, “The basic emotional impact of environments”, Perceptual and Motor Skills, 38(1), 283–301.
  • Pham, M.T., Cohen, J.B., Pracejus, J.W. and Hughes, G.D. 2001, “Affect monitoring and the primacy of feelings in judgment”, Journal of Consumer Research, Vol. 28 No. 2, pp. 167-188.
  • Pieters, R., Wedel, M. and Batra, R. 2010, “The stopping power of advertising: Measures and effects of visual complexity”, Journal of Marketing, 74(5), 48-60.
  • Plutchik, R. 2003, Emotions and life: Perspectives from psychology, biology, and evolution, American Psychological Association.
  • Pracejus, J. W., Olsen, G. D. and O'Guinn, T. C. 2006, “How nothing became something: white space, rhetoric, history, and meaning”, Journal of Consumer Research, 33(1), 82-90.
  • Russell, J. A. 2003, “Core affect and the psychological construction of emotion”, Psychological review, 110(1), 145.
  • Russell, J. A., and Pratt, G. 1980, “A description of the affective quality attributed to environments”, Journal of personality and social psychology, 38(2), 311.
  • Rosenholz, R.,Yuanzhen L. and Nakano, L. 2007, “Measuring visual clutter”, Journal of Vision, 7 (2), 1–22.
  • Sanchez-Franco, M. J. and Rondan-Cataluña, F. J. 2010, “Virtual travel communities and customer loyalty: Customer purchase involvement and web site design”, Electronic Commerce Research and Applications, 9(2), 171-182.
  • Schenkman, Bo N. and Fredrik U. Jönsson 2000, “Aesthetics and Preferences of Web Pages”, Behaviour & Information Technology, 19 (5), 367–77.
  • Sherman, E., Mathur, A. and Smith, R. B. 1997, “Store environment and consumer purchase behavior: Mediating role of consumer emotions”, Psychology & Marketing, 14(4), 361–378.
  • Shih, C.-F. 1998, “Conceptualizing consumer experiences in cyberspace”, European Journal of Marketing, 32 (7/8), 655–663.
  • Spangenberg, E. R., Crowley, A. E. and Henderson, P. W. 1996, “Improving the store environment: Do olfactory cues affect evaluations and behaviors?”, Journal of Marketing, 60(2), 67–80.
  • Tan, H. and Guo, J. 2005, “Some methods to depress the risks of the online transaction”, In Proceedings of the 7th International Conference on Electronic Commerce (217-220).
  • Thang, D. C. L. and Tan, B. L. B. 2003, “Linking consumer perception to preference of retail stores: An empirical assessment of the multiattributes of store image”, Journal of Retailing and Consumer Services, 10(4), 193–200.
  • Varadarajan, P. R. and Yadav, M.S. 2002, “Marketing strategy and the internet: an organizing framework”, Journal of the Academy of Marketing Science, 30(4), 296–312.
  • Wedel, M. and Pieters, R. 2000, “Eye fixations on advertisements and memory for brands: A model and findings”, Marketing science, 19(4), 297-312.
  • Yoon, S-J. 2002, “The antecedents and consequences of trust in online purchase decision”, Journal of Interactive Marketing, 16(2), 47–63.
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Details

Journal Section Articles
Authors

Nesenur Altinigne This is me

Elif Karaosmanoglu

Publication Date December 30, 2017
Published in Issue Year 2017

Cite

APA Altinigne, N., & Karaosmanoglu, E. (2017). THE IMPORTANCE OF WEB SITE ATMOSPHERICS WITH EMPHASIS ON VISUAL COMPLEXITY IN ONLINE RETAILING BASED ON S-O-R PARADIGM. Journal of Business Economics and Finance, 6(4), 348-354. https://doi.org/10.17261/Pressacademia.2017.767

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