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Online Store Atmospherics: Development Of A Gender-Neutral Measure, Wanmo Koo
Online Store Atmospherics: Development Of A Gender-Neutral Measure, Wanmo Koo
Doctoral Dissertations
The study was designed to explore store atmospheric cues currently employed by online retailers. The specific research goals were to establish a comprehensive taxonomy of online store atmospheric cues; and to develop a gender-neutral measurement of online store atmospheric cues identified through qualitative and quantitative approaches.
The study generated an initial item pool via literature review and a focus group interview, and personal interviews were conducted to identify possible online store atmospheric cues and classify items into the identified online store atmospheric cues. A pretest (n = 192) was conducted to initially purify items, and the main study (n = …