earticle

영어

This paper examines the role of web atmosphere on the web image and customer online shopping trust and their impact on customer stickiness which related to revisit intention, continual purchase intention, and recommendation intention. A conceptual model of atmospherics cues (including navigation, structure, informativeness and information content effectiveness) is developed based on a review of existing findings and tested with a large sample (331) of consumers who responded to a questionnaire in view of the existing web site (TaoBao) they mostly visit. SEM (Structural equations modeling) was used to test 11 hypotheses. Among the key findings, structure and informativeness have no positive influence on web image and customer online shopping trust. Meanwhile, web image and online shopping trust that customers perceived play an important part in making decisions of revisit and recommendation. These findings contribute to the theoretical and management understanding of the role of web atmosphere on shoppers' behavior.