Impact of Cyber Atmospherics on Buyers of Different E-retailing Sites: Literature Review and Conceptual Model Proposal
The boom in internet usage coupled with development of required infrastructure and use of different net devices have brought a sea change in the world of retail. Today’s net savvy customers are ready both technologically and mentally to take full advantage of these changes. Different categories right from apparel to gifts, accessories, even groceries are now getting sold through the online channel. In order to provide a great shopping experience to the customers e-retailers have taken the path of creating a superb online atmospherics so as to retain the loyalty of customers. Researchers have divided online or cyber atmospherics into six variables. Now the time has come for people both in academics and e-retail industry to gauge the impact of cyber atmospherics on consumers and how it impacts consumer contentment, consumer reliance and consumer adhesion. With the main objective of studying the complicated relationship between elements of cyber atmospherics, consumer behavior and response in terms of contentment, reliance and adhesion this study will propose an integrative Cyber Atmospherics – Contentment – Reliance - Adhesion model by putting emphasis on extensive review of literature. The paper has delved extensively into literature to get all of the constructs of the model and validate them.
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Mediterranean Journal of Social Sciences ISSN 2039-9340(Print) ISSN 2039-2117(Online)
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