کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1028790 942587 2014 9 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Differential effects of atmospheric cues on emotions and loyalty intention with respect to age under online/offline environment
ترجمه فارسی عنوان
اثرات افترای نشانه های جوی بر احساسات و قصد وفاداری نسبت به سن در محیط آنلاین / آفلاین
کلمات کلیدی
نشانه های جوی، احساسات مثبت، قصد وفاداری، سن، فروشگاه آنلاین، فروشگاه آفلاین
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی


• Graphics design and information design predict positive emotions and/or loyalty.
• Information design fosters positive emotions and loyalty, while graphics design does not.
• Customer's age is a significant moderator.

Effects of atmospheric cues are usually not compared across offline and online contexts as well as across age groups. This study proposes a model that examines the effect of the atmospheric cues graphics design and information design on positive emotions and loyalty intentions. The model is compared across offline and online stores and regards the consumers' age as moderator. A field study was conducted, which collected data from 363 customers. Hypotheses are tested using structural equation modeling. Results for the offline context reveal that graphics design foster positive emotions and loyalty. Information design predicts loyalty. Results for the online context reveal that information design is salient over graphics design. Information design fosters positive emotions and loyalty, while graphics design does not. Further, we found that in the offline context positive emotions predict loyalty among younger customers but not among older ones. In the online context the effect of graphics design on loyalty is stronger and, thus, significant for younger customers than compared to older ones.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 21, Issue 2, March 2014, Pages 211–219
نویسندگان
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