HEDONIC MOTIVATIONS IN THE WEB SITE: EFFECTS OF

MUSIC ON CONSUMER RESPONSES IN AN ONLINE

SHOPPING ENVIRONMENT

Carlota Lorenzo, Miguel Àngel Gomes, Alejandro Mollá and Javier Garcia

University of Castilla-La Mancha

Plaza de la Universidad, 1 - Albacete, Spain

Keywords: Webmosphere, hedonic motivations, online shopping environment, consumer responses

Abstract:

Because of the increasing competitive retail industry environment, retailers must be certain that their stores

are up-to-date and suggest an image that is appealing to their target markets. In fact, one of the most

significant features of the total product is the place where it is bought or consumed. In some cases, the

place, or more specifically the place atmosphere, is more influential than the product itself in the purchase

decision. A considerable body of literature has been accumulated on atmospheric effects in traditional

stores; however, the impact of these factors in online retail environments has not yet been well documented.

Some studies posit that although the instrumental qualities or utilitarian elements of online shopping (e.g.

ease and convenience) are important predictors of consumers' attitudes and purchase behaviours, the

hedonic aspects of the web medium could play an equally important role in shaping these behaviours. This

study analyzes the influence of a hedonic atmospheric cue, specifically music, on shoppers' cognitive,

emotional and behavioural responses in an online apparel shopping environment.

A between-subjects

experimental design is used to test our hypotheses. In addition we developed an integrated

methodology that allows the simulation, tracking and recording of subjects’ behaviour within an

online shopping environment under an atmospheric condition: the music.

This study is being developed within the Research Project whose reference is SEC2002-04326-C03-03. Plan Nacional de

Investigación Científica, Desarrollo e Innovación Tecnológica. Programa Nacional de Socioeconomía. Ministerio de

Ciencia y Tecnología.

1 INTRODUCTION

The physical environment of traditional brick-and-

mortar retailers plays an important role in

influencing consumer attitudes and behaviours.

However, not much systematic research attention

has been given to the nature and effectiveness of

online retailing, and specifically, to the role of the

online environment characteristics in shaping

consumer responses. Some work can be found

related to the nature and the features of the medium

and users' processing of information in the virtual

world, neglecting the study of the influence

atmosphere cues on consumer responses. Moreover,

given both the increasing number of online stores

and shoppers and the importance of the study of

atmospheric cues in brick-and-mortar retail, retailers

must pay a special attention to online stores design.

Our main objective in this research is to analyze

the influence of a hedonic atmospheric cue on

shoppers' cognitive, emotional and behavioural

responses in an online apparel shopping

environment. Specifically, we will consider the

music as hedonic variable of web atmosphere. A

between-subjects experimental design is used to test

our hypotheses. A web site and a tracking behaviour

methodology for a fictitious retailer were developed.

Finally, with this research we also expect to derive

practical implications to provide retailers with more

information about their consumers’ preferences in an

online shopping environment.

2 BACKGROUND LITERATURE

The concept of atmospherics, used by Kotler (1973-

1974) "to describe the effort to design buying

Lorenzo C., Àngel Gomes M., Mollá A. and Garcia J. (2005).

HEDONIC MOTIVATIONS IN THE WEB SITE: EFFECTS OF MUSIC ON CONSUMER RESPONSES IN AN ONLINE SHOPPING ENVIRONMENT.

In Proceedings of the Seventh International Conference on Enterprise Information Systems, pages 59-66

DOI: 10.5220/0002523500590066

 SciTePress

environments to produce specific emotional effects

in the buyer that enhance his purchase probability",

is receiving an increasing managerial and research

attention both in traditional and online retail contexts

(Eroglu et al., 2003). In general, atmosphere could

be defined "as a collection of atmospheric cues"

(Dailey, 2002).

2.1 Brick-and-mortar atmospherics

Much empirical work within this topic has examined

specific atmospheric cues and their effects on

shopper responses. For instance, researchers have

focused on cues such as music (Milliman, 1982; Hui

et al., 1997; Yalch and Spangenberg,, 2000);

lighting, color, cleaning, the scent, etc. Most of these

works are focused in the Mehrabian-Russell Affect

Model (1974), which uses a Stimulus-Organism-

Response (S-O-R) paradigm within an

environmental psychology context. The S-O-R

paradigm proposes that cues within an environment

cause behavioural responses (i.e. approach or

avoidance) to the environment through altering

subject affect, specifically, pleasure, arousal and

sometimes dominance.

2.2 Webmosphere

Web atmospheric is defined by Dailey (2002) as "the

conscious designing of web environments to create

positive effects (e.g., positive affect, positive

cognitions, etc.) in users in order to increase

favourable consumer responses (e.g. site revisiting,

browsing, etc.). When marketers design web

interfaces in order to entice consumers, they are

using web atmospherics".

To explain the influence of the webmosphere

(Childers et al., 2001) on consumers, the major

online atmosphere research is outlined in table 1.

Within the S-O-R paradigm, in the context of

online retailing, stimulus is defined as “the sum total

of all the cues that are visible and audible to the

online shopper” (Mehrabian and Russell, 1974). We

include the auditory dimension because it has

become a standard feature on computers in the last

years. Nevertheless, the online retail environment

lacks of some of the dimensions present in a real

environment, such as temperature, smell, and

textures (three of the five sensory appeals) which are

defined by Baker (1986) and Bitner (1992).

However, it possesses some other properties such as

flexibility across time and space.

As traditional environment, to illustrate the

influence of web atmospherics on consumers, most

authors use the Stimulus-Organism-Response

paradigm (Eroglu et al., 2001, 2003; Dailey, 1999).

The traditional store designer’s ability to appeal

to all the shopper senses through a complex

combination of ambient, structural, social, and

aesthetic elements has now been constrained to a

predominantly visual appeal through the screen.

Given that the accepted classifications of the

traditional store atmospherics cannot be entirely

applicable to this context, some authors suggest an

alternative taxonomy. Eroglu et al. (2001) classify

the environmental characteristics of the virtual store

in two general categories: high and low task relevant

cues (see table 1).

3 HYPOTHESES

Taking into account all this previous research

streams, our research is focused in the study of the

RESEARCHERS RESEARCH

Dailey (1999)

Eroglu, Machleit and

Davis (2001)

Stimulus-organism-response paradigm: Atmospheric cues influence consumers through altering their

cognition and affect, which influence their consumer behaviour towards the online shop

Childers, Carr, Peck

and Carson (2001)

Attitudinal model: While the instrumental aspects of the new media are important predictors of online

attitudes, hedonic aspects of the new media play at least an equal role

Dailey (2002) Influence of restrictive navigation cues as specific online atmosphere variable

Koernig (2003)

Increasing the tangibility of cues in the e-scape elicits more positive evaluations of the service and reduces

the perceived risk associated with the service and subsequently leads to a more positive response

Yoh, Damhorst,

Sapp and Laczniak

(2003)

Theory of reasoned action and innovation adoption theory: The importance of prior experience with the

Internet and with in-home apparel shopping in predicting apparel buying intention through the Internet

indicate that experience with subcomponents of the innovative process facilitate adoption of the new process

Eroglu, Machleit and

Davis (2003)

Online store atmosphere comprised of high task-relevant cues (all the site descriptors that appear on the

screen which facilitate and enable the consumer’s shopping goal attainment) and low task-relevant cues (site

information that is relatively inconsequential to the completion of the shopping task, such as, colour,

music…). Increasing the atmospheric qualities of the online store website increases the level of pleasure felt

by the shopper.

Table 1: Main literature about web at

mospherics

ICEIS 2005 - HUMAN-COMPUTER INTERACTION

influence of music, as a hedonic aspect of web

medium, on online consumer responses (internal and

behavioural)

According to Oakes (2003), managers suggest

that atmospheric music affects the following aspects:

(1) according to the beat of the music the

atmospheric music influence customers to eat (e.g.

Caldwell and Hibbert, 1999…); (2) affects

customers’ perceptions of the atmosphere of a store

(e.g. Hui et al., 1997…); (3) must cater to the

preferences of different age segments (e.g. Yalch

and Spangenberg, 1990…); (4) can distract

customers from cognitive tasks (e.g. Park and

Young, 1986…); (5) can facilitate interaction

between customers and staff (e.g. Dube et al.,

1995…); (6) can drive customers away from an

establishment depending on if they like it (e.g.

Donovan and Rossiter, 1982…); (7) makes time pass

more quickly when it is enjoyable (e.g. Wansink,

1992…); (8) can convey an upscale or downscale

image depending on the specific genre or format

(e.g. Areni and Kim, 1993…); (9) can make

customers stay longer than they otherwise would

(e.g. Milliman, 1986…); (10) eliminates

unacceptable silences (e.g. North et al., 1999…).

The new media represent an important

opportunity for marketers (Alba et al., 1997) in order

to offer to their consumers a pleasant shopping

experience. Hirschman and Holbrook (1982)

describe consumers as either “problem solvers” or in

terms of consumer seeking “fun, fantasy, arousal,

sensory stimulation, and enjoyment”. Both visions

have been represented in a retail traditional context

in order to compare the shopping functional

perspective (e.g. Sherry et al., 1993…) versus the

shopping enjoyable perspective (e.g. Babin et al.,

1994…).

In an online context, this twofold

characterization of motivations is consistent with the

adoption of interactive shopping behaviour. Creating

a more enjoyable environment may require the use

of more powerful web languages, and the inclusion

of images, video, colour, humour, sound, music,

games, animation, and all of the other interactive

aspects that could define an enjoyable experience. A

technology oriented perspective that attempts to treat

media shopping as cold information systems, rather

than immersive, hedonic environments, is likely to

be misguided, mainly for products with strong

hedonic attributes, as can be the case of apparel

(Childers et al, 2001).

Music or sounds are considered as low task-

relevant cues (Eroglu et al., 2001, 2003) because

they do not directly affect the completion of the task,

although they can create an atmosphere that has the

potential to make the shopping experience more

pleasurable. So, we suggest the following

hypothesis:

H1: The users who are exposed to an online

shopping environment with music will show affective

responses more positive than those who are exposed

to an online shopping environment without music.

Eroglu et al. (2001) found that, within online

environments, low task-relevant cues affect

positively users’ cognitive states. Because that

concept includes several kinds of online atmospheric

cues, our intention is focused in the analysis of a

specific cue (i.e. music) and whether it affects users’

cognitive states (attitudinal process and

learning/knowledge). So, regarding cognitive

responses we propose the following hypothesis:

H2: The users who are exposed to an online

shopping environment with music will show

cognitive responses more favourable than those who

are exposed to an online shopping environment

without music.

In online environments, satisfaction has been

tested by Eroglu et al. (2003) as a behavioural

response which includes measurement variables

relating to loyalty and satisfaction toward web site.

However, literature found that behavioural responses

(e.g. loyalty) are consequence of satisfaction, both in

brick-and-mortar and in online environments (Bigné

and Andreu, 2004; Zeithaml et al., 1996; Flavián et

al., 2004). In fact, Vanhamme (2000) accepts

customer’s satisfaction as “a relative psychological

state which is a result of purchase/consumption

experience”. In spite of this conceptual difference,

the most of works obtain that store atmosphere

affects satisfaction and, in turn, behavioural

responses (Eroglu et al., 2001, 2003; Bigné and

Andreu, 2004; Childers et al., 2001…). Thus, we

propose the following hypothesis:

H3: The users who are exposed to an online

shopping environment with music will show more

satisfaction than those who are exposed to an online

shopping environment without music.

Finally, regarding behavioural responses we

proposed the following hypothesis, attending two

groups of variables analyzed (loyalty and

approach/avoidance behavioural). Specifically, as

regards users’ loyalty toward online store after their

visit in the web site is measured by Eroglu et al.

(2003) as satisfaction measurement. However,

according to above works, loyalty is considered as

the consequence of the satisfaction (Zeithaml et al.,

1996; Bigné and Andreu, 2004; Flavián et al.,

2004…). In spite of this conceptual difference, the

most works posit that atmospheric cues (specifically,

low-task relevant cues according to Eroglu et al.,

2001, 2003) affect positively loyalty toward store,

although this relationship is mediated by consumers’

HEDONIC MOTIVATIONS IN THE WEB SITE: EFFECTS OF MUSIC ON CONSUMER RESPONSES IN AN

ONLINE SHOPPING ENVIRONMENT

internal states. Taking everything into account, we

suggest the following hypothesis:

H4: The users who are exposed to an online

shopping environment with music will show a loyalty

level toward the online store bigger than those who

are exposed to an online shopping environment

without music.

As will global studies about store atmosphere,

some works found similar approach/avoidance

responses when supermarkets were exposed to

different tempo of background music (Milliman,

1982; Oakes, 2003…). Within the online shopping

context, the model proposed by Eroglu et al. (2001,

2003) posits similar approach/avoidance behaviours

depending on the perceived store environment and

the mediating effects of individual traits and internal

states. They analyzed whether the online store

information and the low-task relevant cues facilitate

or impede the attainment of shopping goals and, in

turn, whether the online shopper exhibited positive

or negative behaviours toward the particular web

site. Finally, they obtained that as is produced a rise

of atmospheric cues (i.e. high and low task relevant

cues), the approach responses are also increased.

Because our intention is focused on study of specific

atmospheric cue (i.e. music), we suggest the

following hypothesis:

H5: The users who are exposed to an online

shopping environment with music will show more

approach responses than those who are exposed to

an online shopping environment without music

4 A MODEL OF ONLINE

ATMOSPHERIC EFFECTS

We propose a initial model based on the S-O-R

paradigm suggested and empirically tested by

Eroglu et al. (2003), as it is shown in figure 1. In our

model, we introduce three modifications relating to

the Eroglu et al. (2003) model: (a) introduction of

cognitive variables (learning and knowledge about

the web site) to complement the cognitive states

described by these authors in their model, (b)

recognition of satisfaction as an internal state which

affects behavioural responses, and (c) introduction

of loyalty variable as additional behavioural

response.

4.1 Design of the experiment

A between-subjects experimental design was used to

test the hypotheses above. In order to eliminate the

effects of prior experience with a retailer, a fictitious

store named e-fashion, was made for our research.

That online shop offered fashion apparel for

women and men. The content of online shop is

based on a homepage (Nielsen, 2001; Schneiderman,

1998) which includes the same links and web sites

as other online apparel stores (e.g. ‘our

company’,‘our services’, ‘novelties’…).

Within this frame we include music and a non-

music condition. Music is considered as hedonic

dimension (Childers et al., 2001) and a “low task-

relevant” (Eroglu et al., 2003) because it neither

facilitate nor enable the consumers’ shopping goal

attainment. The music is relatively inconsequential

to the completion of the shopping task and

specifically, it is considered a hedonic aspect which

entices the consumer’s affective, cognitive and

behavioural responses.

As a result, two web sites were defined, although the

content was same across both sites. These different

apparel stores representing each of the experimental

conditions were created for this experiment by an

experienced Web-site designer.

Finally, the web-based tool developed for this

research included an automatic tracking process

based on e-agent software to track and record all

click-throughs and times related with the browsing

behaviour during the experiment

4.2 Sample and procedure

The final sample consisted of 70 people randomly

assigned to the experimental groups. All members of

group were undergraduate students due to

convenience of researcher. All people were asked by

the same questionnaire. All groups were exposed

same environment conditions (date, place, space…).

After subjects finish the task they were complete

a final on-line questionnaire which includes

measures of satisfaction, attitude, emotional

responses, behavioural responses and Web

familiarity questions. A pretest was conducted to

ensure that subjects' responses give us different

perception by inclusion of the above atmospheric

manipulations.

4.3 Measurement of variables

According to Eroglu et al. (2003), we considered as

independent variables the affective and cognitive

internal states and behavioural responses to the

online shopping experience. The affective responses

were measured with the Mehrabian and Russell

(1974) pleasure-arousal-dominance (PAD) scale.

This scale is widely used in studies of environmental

psychology and, although it is meant to represent the

dimensions of emotional response rather than a

complete typology of emotional responses, its

ICEIS 2005 - HUMAN-COMPUTER INTERACTION

Figure 1: Influence of web music on consumer responses in an online shopping environment

simple structure and widespread use made it the

appropriate choice in this context (Eroglu et al.,

2003).

Thus, pleasure and arousal were measured with

the five-point semantic differential items (e.g.

unhappy/happy; excited/calm…) (Sherman et al.,

1997; SUMI scale). Dominance was not included

Russell (1979) posits that pleasure and arousal

adequately capture the range of appropriate

emotional responses. However, according to Eroglu

et al. (2001), in the online retail context, it is

possible that shoppers choose online rather than

traditional retail outlets for the increased control

over the shopping situation. Therefore, online users

may feel a decreased level of dominance in

situations where download times are slow, when

there is no way to contact the retailer for more

information, when the site is difficult to navigate, or

when links are missing or inactive. Nevertheless,

Eroglu et al. (2003), after testing that variable, did

not include it because reliability was low.

To test cognitive states, we have included two

dimensions: The interpretation of information

provided on the screen by online consumer (i.e.,

learning and knowledge of web site) and the

attitudinal process (Eroglu et al., 2003). In forming

these attitudes, the online shoppers address

questions such as whether it is negative/positive

shopping alternative for them…(Eroglu et al., 2003;

Childers et al., 2001).

Satisfaction, as other internal variable, was

measured with five-point Likert-format items scale

(e.g. "I am satisfied with the navigation across this

web site"…) (Cristóbal, 2002; SUMI scale; Flavián

et al., 2004).

The dependent variables used to test the

behavioural responses were loyalty and

approach/avoidance responses. Loyalty was

measured by a Likert scale (five points) including

the questions like “I would probably go back to the

site” (Eroglu et al., 2001, 2003; Sherman et al.,

1997; Bigné and Andreu, 2004; Dailey, 2002).

Approach/avoidance responses were measured by a

Likert scale (five points) including aspects such as “I

would have spent more money”. Moreover, the web-

based methodology allows us to track responses

about time and money spent and the products that

the subject finally bought (Sherman et al., 1997),

which will be called by us as real shopping

outcomes.

5 RESULTS

To test our hypotheses we used multivariate analysis

of variance (MANOVA). We have used the Wilks’

Lambda static to test the global significance (Hair et

al., 1999; Iacobucci, 1994). We consider an alpha

level of 0,1 as significance level to test our

hypotheses.

On the other hand, we evaluated the observed

power of the test and, according to Hair et al. (1999),

we established a lowest power level (0.8). Moreover,

it is necessary to notice size effect in the different

contrast. This effect was measured by Eta Squared

statistic (Iacobucci, 1994).

5.1 Affective variables: Pleasure and

arousal

The multivariate test (see table 2) shows us that the

consumers who were exposed to online shopping

environments with music do not show significant

differences in affective responses to those who were

exposed to an online shopping environment without

music (α>0.1). Consequently, the hypothesis H1 is

rejected. Curiously, in the individual analysis about

ONLINE ATMOSPHERIC CUE

CONSUMER RESPONSES

Internal states

Behavioural responses

COGNITIVE STATES

AFFECTIVE STATES

APPROACH/AVOIDANCE RESPONSES

LOYALTY

SATISFACTION

Hedonic dimension

MUSIC IN THE WEB

HEDONIC MOTIVATIONS IN THE WEB SITE: EFFECTS OF MUSIC ON CONSUMER RESPONSES IN AN

ONLINE SHOPPING ENVIRONMENT

affective variables, users show more positive

affective states in the shopping environment without

music. It could be caused the kind of music was not

to their liking (either too classic or too modern,

either too fast or too slow…) and, in consequence, in

general consumers felt annoyed with this

atmospheric cue manipulated. Moreover, we have

not included moderator variables (Eroglu et al.,

2003; Dailey, 2002) in our model such as

atmospheric responsiveness, involvement, perceived

risk…These variables could affect to consumer

responses and, consequently, cause significant

differences between groups of people.

5.2 Cognitive variables

The multivariate test (see table 2) also shows us that

subjects who were exposed to online shopping

environments with music do not show significant

differences versus the users who were not exposed

to this atmospheric manipulation, concerning their

cognitive responses (α<0.1). In consequence, the

hypothesis H2 is rejected. In fact, after an individual

analysis about each one of cognitive variables we

have noticed that the questions relating to attitude

show more significant differences between both

groups (α<0,1) than learning and knowledge

variables. This result is logical due to our analysis

only is focused on study of hedonic dimensions.

Moreover, another variable which could affect on

consumer is the beliefs toward online apparel

shopping. In fact, according to Yoh et al. (2003),

consumers who have more positive beliefs about

Internet apparel shopping have more positive

attitude toward Internet apparel shopping than

consumers who have less positive beliefs about it.

5.3 Satisfaction variables

The multivariate test (see table 2) shows us that

subjects who were exposed to music show

significant differences with subjects in the non-

music condition (α<0.1). In fact, after individual

analysis of satisfaction variables the results show us

that consumer exposed to online environment with

music answered that music is a factor which

improves them the entertainment during shopping.

Nevertheless, in an online shopping environment

without music, consumer show more satisfaction

during the navigation. In fact, involvement with

apparel and perceived risk toward online apparel

shopping are two moderator factors that affects to

consumers’ internal states (Eroglu et al., 2003)

which have not been included in our model.

Moreover, the users’ cognitive and affective states

also affect directly to satisfaction as intermediate

factors between atmospheric cues and shopping

outcomes (Eroglu et al., 2001, 2003; Bigné and

Andreu, 2004). Therefore, within this shopping

environment in which involvement, perceived risk

and others internal states affect on consumer, music

could be an irrelevant aspect for the consumers and,

consequently, it could not affect significantly to their

satisfaction.

5.4 Loyalty variables

The multivariate test (see table 2) shows us that

subjects who were exposed to online shopping

environments with music show significant

differences versus the users who are not exposed to

this atmospheric manipulation, concerning their

satisfaction (α<0.1). However, these results how us

that consumers who were exposed to online

shopping environments with music do not show a

loyalty level toward the online store bigger than

those who were exposed to an online shopping

environment without music.

Consequently, the hypothesis H4 is rejected. In fact,

one of the major factors that cause loyalty toward

store, mainly in online environments, is the

product’s brand. In this kind of environments, brand

loyalty is stronger than in traditional environments.

Moreover, brand loyalty is bigger in the products

with more sensory attributes (Cebollada, 2004). In

our experiments used a fictitious brand (e-fashion) to

prevent a possible brand loyalty effect. However, we

think that it could have discouraged to users’

purchase intention, independently of the existence or

not of music in the online store.

5.5 Approach/avoidance responses

The multivariate test (see table 2) shows us that the

users who were exposed to an online shopping

environment with music show more approach

responses than those who were exposed to an online

shopping environment without music (α<0.1). Thus,

the hypothesis H5 is accepted. Specifically, the

variable “duration of visit” show significant

differences between both groups. If duration of visit

is longer, the probability of purchasing will be

higher too and, obviously, it is positive for web

marketers.

6 CONCLUSIONS

The major conclusion from this work is that online

hedonic motivations influence on consumer’s

internal states and behavioural responses.

ICEIS 2005 - HUMAN-COMPUTER INTERACTION

Table 2: Multivariate Tests: Internal states and behavioural responses

Most works of this issue have demonstrated the

increasing the atmospheric qualities of the online

store web site increase the level of pleasure felt by

the shopper.

Moreover, it is demonstrated that this effect is

moderated by some variables, such as involvement

and atmospheric responsiveness (Eroglu et al.,

2003), expectation and importance of control,

magnitude of threat, reactance and flow (Dailey,

2002) and even, brand loyalty (Cebollada, 2004). In

turn, these emotions and attitude influence positively

on approach/avoidance behaviour (Dailey, 2002;

Eroglu et al., 2003, 2001; Childers et al., 2001…),

satisfaction (Eroglu et al., 2003) and loyalty toward

store (Flavián et al., 2004…). Moreover, within

online apparel shopping, psychological and social

variables and prior experience with the Internet also

affect to intention to purchase apparel through the

Internet (Yoh et al., 2003).

7 LIMITATIONS AND FUTURE

RESEARCH

We have not obtained completely significant results

owing to several limitations. On the one hand, we

only have focused this research on the analysis of

direct relationships between online atmospheric cues

manipulated and internal states and behavioural

responses. It is important limitation because,

according to the literature, the relationship between

web atmospheric and behavioural responses is not

direct. The internal states mediated this relationship.

Moreover, we have not considered any moderate

factors which, according to literature, moderate the

relationship between web atmospheric and

consumer’s internal states. Apart from that, aspects

such as the kind of music and musical tempo, could

cause different sensations on consumer and, in

consequence, affect different way to them. In

addition to that, the measurement variables included

in the questionnaire, in spite of they have been tested

by some authors, could be interpreted by subject in

different form. Finally, we also want to remark the

idea that our research is focused in the study of one

specific cue. Perhaps, the online atmospheric cue

which we have chosen is not sufficiently

significance as individual atmospheric element and,

in contrast, it is very significance in an environments

where were studied all online atmospheric cues

together.

So, we suggested as future research to improve

the above limitations and to realize other

manipulations on web atmospheric (animations of

products, colour…). Moreover, it would be

appropriate to complement our empirical research

including the study of relationships of influence

between variables through a structural

equations

model (Bagozzi and Yi, 1989).

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Variables Wilks' Lambda F Significance

Affective 0,926 1,023 0,411

Cognitive 0,911 1,252 0,296

Satisfaction 0,854 2,193

0,066

Loyalty 0,899 3,751

0,029

Approach/

Avoidance responses

0,798 3,246

0,011

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ONLINE SHOPPING ENVIRONMENT

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