TY - JOUR
T1 - Additive Omnichannel Atmospheric Cues
T2 - The Mediating Effects of Cognitive and Affective Responses on Purchase Intention
AU - Lazaris, Chris
AU - Vrechopoulos, Adam
AU - Sarantopoulos, Panagiotis
AU - Doukidis, Georgios
N1 - Funding Information:
This research was funded by Athens University of Economics and Business Research Center (Grant No. ΕΡ-3242-01/01-01 ), as part of the Action 2 Initiative (Strengthening Research at the Athens University of Economics and Business with a view to Extroversion and Excellence).
Publisher Copyright:
© 2021 Elsevier Ltd
PY - 2022/1
Y1 - 2022/1
N2 - In today’s channel-centric retail ecosystem the right mix and orchestration of online and offline stimulus is paramount towards providing an optimal store atmosphere and shopping experience. Applying the S-O-R framework, this research explores additive omnichannel atmospheric cues stimuli, in order to discover their impact on affective (i.e., pleasure, arousal and dominance) and cognitive (i.e., store environmental quality perception) states and their consequential effect on consumer responses in the form of purchase intention. Employing a four-condition repeated measures experimental design in a physical store, utilizing mobile, IoT and social media channels (Study 1), as well as a between-subjects online lab experiment (Study 2), this research sheds light into the affective and cognition-mediated causal mechanisms that influence shopping outcomes. This work reveals that combining stimulus from all retail channels within the physical store (i.e., omnichannel atmospheric cues) increases consumers’ pleasure, arousal and the quality of the environment as a whole, which in turn positively influences purchase intention. However, the impact of dominance is only prominent at the more controlled, laboratory setting, in which purchase intention increases while dominance attenuates.
AB - In today’s channel-centric retail ecosystem the right mix and orchestration of online and offline stimulus is paramount towards providing an optimal store atmosphere and shopping experience. Applying the S-O-R framework, this research explores additive omnichannel atmospheric cues stimuli, in order to discover their impact on affective (i.e., pleasure, arousal and dominance) and cognitive (i.e., store environmental quality perception) states and their consequential effect on consumer responses in the form of purchase intention. Employing a four-condition repeated measures experimental design in a physical store, utilizing mobile, IoT and social media channels (Study 1), as well as a between-subjects online lab experiment (Study 2), this research sheds light into the affective and cognition-mediated causal mechanisms that influence shopping outcomes. This work reveals that combining stimulus from all retail channels within the physical store (i.e., omnichannel atmospheric cues) increases consumers’ pleasure, arousal and the quality of the environment as a whole, which in turn positively influences purchase intention. However, the impact of dominance is only prominent at the more controlled, laboratory setting, in which purchase intention increases while dominance attenuates.
KW - Omnichannel retailing
KW - PAD
KW - Purchase intention
KW - S-O-R framework
KW - Store atmosphere
KW - Store environment quality
UR - http://www.scopus.com/inward/record.url?scp=85114723771&partnerID=8YFLogxK
UR - https://www.mendeley.com/catalogue/de60b051-2341-3ad7-aef3-57c302a30764/
U2 - 10.1016/j.jretconser.2021.102731
DO - 10.1016/j.jretconser.2021.102731
M3 - Article
SN - 0969-6989
VL - 64
SP - 1
EP - 14
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
M1 - 102731
ER -