The effects of e-store atmosphere on consumers' buying behavior
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School of Business |
Bachelor's thesis
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Authors
Date
2017
Department
Major/Subject
Mcode
Degree programme
Markkinointi
Language
en
Pages
29
Series
Abstract
Consumer behavior in traditional stores is already a vastly studied field of research. In contradiction to consumer behavior in a e-retail environment, which is still lacking a lot of research and has to be studied more. This literature review tries to better understand the dynamics of consumer behavior in a e-retail environment and to give an overall introduction to designing a functional e-retail website. This is done by researching the effects of atmospherics in a traditional store environment and adapting those principles to the e-retail environment. Studies on e-retail environment are also used as much as possible. The findings of this literature review suggest that many theories about traditional store related consumer behavior have been proven, but many of those related to e-retail are just assumptions and more research has to be done. Fortunarely there are some principles that have been also proven in a e-retail environment and it is a good basis to create a functioning web store for a company.Description
Thesis advisor
Kajalo, SamiKeywords
e-store, e-retail, consumer behavior, atmosphere, atmospherics, store atmospherics, consumer