The Multisensory Effects of Atmospheric Cues on Online Shopping Satisfaction
This study investigates the way how consumers react to colors and scents as two independent atmospheric cues in stores, given that the two independent variables, were classified into two different levels of cool (blue or citrus-mint) and warm (red or citrus-vanilla) depending on the properties of those. In this study, a 2 (color: blue vs. red) × 3 (scent: no scent vs. cool vs. warm) factorial design was conducted. The results show that ambient cues have an impact on customer emotions such as pleasure and arousal, leading to better shopping satisfaction when they interact together. The results of these sensory interactions indicated that cool visual and olfactory cues received higher ratings than warm cues did.
KeywordsOnline shopping Atmospherics Store environment Color Scent Multisensory Emotion Satisfaction
The National Research Foundation of Korea Grant funded by the Korean Government (NRF-2014S1A5B1014964) supported this work.
- 7.Dijkstra, K.: Understanding healing environments: Effects of physical environmental stimuli on patients’ health and well-being. University of Twente (2009)Google Scholar
- 8.Doucé, L., Janssens, W.: The presence of a pleasant ambient scent in a fashion store: the moderating role of shopping motivation and affect intensity. Environ. Behav. (2011). doi: 10.1177/0013916511410421
- 12.Hulshof, B.: The influence of colour and scent on people’s mood and cognitive performance in meeting rooms. M.A. thesis, University of Twente (2013)Google Scholar
- 17.Matsukura, H., Yoneda, T., Ishida, H: Smelling screen: technique to present a virtual odor source at an arbitrary position on a screen. In: Proceedings of the 2012 IEEE of Virtual Reality Short Papers and Posters (VRW), pp. 127–128. IEEE, March 2012 Google Scholar
- 23.Oliver, R.L., Swan, J.E.: Consumer perceptions of interpersonal equity and satisfaction in transactions: a field survey approach. J. Mark. 21–35 (1989)Google Scholar
- 25.Pelet, J.É.: Effects of colours on the attitude towards an e-commerce website: a multicultural approach. Zeszyty Naukowe Małopolskiej Wyższej Szkoły Ekonomicznej w Tarnowie 2, 163–170 (2013)Google Scholar
- 26.Robert, D., John, R.: Store atmosphere: an environmental psychology approach. J. Retail. 58, 34–57 (1982)Google Scholar
- 34.TTA: Reference Model Interaction between contents and olfaction recognition system, TTA standard report, Telecommunications Technology Association (2015)Google Scholar
- 38.Wang, C.Y.V.: The scent of creativity. M.A. thesis, University of Gothenburg (2009) Google Scholar