Understanding the Drivers of Online Atmospherics: A Conceptual Framework

Abstract

The rapid growth of e-commerce and the increasing importance of online shopping experiences necessitate a better understanding of online atmospherics. This research paper presents a comprehensive study on the antecedents of online atmospherics, proposing a conceptual framework to analyze the factors that contribute to a positive online experience. The study divides online atmospherics factors into three main categories: Design Factors, Ambient Factors, and Virtual Agents. Design play a crucial role in shaping users' perceptions and influencing their purchasing decisions. Ambient Factors, create an immersive atmosphere that enhances the overall user experience. Virtual Agents, facilitate user interactions and provide personalized assistance. This research highlights the need for online retailers to holistically consider these factors to optimize their online presence, ultimately leading to improved customer satisfaction, increased user engagement, and higher sales. The proposed conceptual framework serves as a foundation for future empirical studies to further investigate the relationships between these factors and their impact on online atmospherics.