Store atmosphere in web retailing

Purpose – The purpose of this study is to provide a conceptual framework for studying the effects of online store atmosphere on consumer behaviour and a compilation of empirical studies from the time when research on web atmospherics emerged in the literature in 1999 until today. Design/methodology/approach – A desk research approach is followed in order to concentrate empirical research on the effects of online store atmosphere on consumer behaviour from top academic journals and conference proceedings through an interdisciplinary research approach (i.e. marketing and information systems literature). Findings – Extant research is concentrated and presented in a structured way. Online store atmosphere influences various aspects of consumer behaviour online. However, there are many open research issues on the effects of online store atmosphere on consumer behaviour. Originality/value – The present study develops a parsimonious conceptual framework for studying the effects of online store atmosphere, summarises the knowledge on online store atmosphere in a structured and systematic manner, and identifies gaps and opportunities for advancing established knowledge. No single comprehensive collection of empirical research progress on online store atmosphere exists. The paper constitutes a valuable reference of compact information and future research suggestions for both academics and practitioners.