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Viewing report
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Consumer behaviour in an online shopping
environment. Edition No. 1
VDM Publishing House, Nov 2008, Pages: 536
The overall goal of this book is focused on the
analysis of the impact of online store design on
consumer specifically, affective, cognitive and
behavioural responses within a virtual environment.
Based on these theoretical foundations, through the
creation of a web tool as a methodological basis for
the development of the empirical analysis of this
research, an experimental study between subjects
2x2x2 was developed in order to discuss the impact
of three web elements of online environment
(navigational structure, music and animations of
products) on consumer internal states (cognitive,
affective and satisfaction) and behavioural
responses (approach responses, web-duration visit,
products and money-bought). In addition, we examined
the mediator effect of three covariables
(involvement, atmospheric responsiveness, and
perceived risk) between analyzed webmospheric tools
and consumer responses.As overall results, positive
and significant differences between the groups
object of experimentation were obtained with regard
to the effects of independent variables mentioned on
dependent variables of the model.
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