Consumer behaviour in an online shopping environment

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.

Autorentext
Graduated and PhD in Business Administration, University of Castilla-La Mancha(Spain). Currently, she is Assistant Professor of Marketing at the Albacete School of Business. Her research is focused on new information and communication technologies, store atmosphere, e-commerce, e-merchandising, and tourism consumer behavior, among others.

Klappentext
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.