The role of atmospheric cues in online impulse-buying behavior

This study extends a stimulus–organism–response (S–O–R) model to include impulse-buying behavior, which plays a vital role in electronic shopping but has not gained much attention in e-commerce research. Grounding our research in environmental psychology, we test the effects of virtual atmospheric cues on online impulse-buying behavior and spending, via a consumer survey. The study applies elaborated mediating variables (shopping enjoyment and impulsiveness) to develop a structural model linking three categories of atmospheric cues of an electronic store (content, design, and navigation) to approach behavior variables (impulse-buying behavior and expenditure). The results support the validity of the S–O–R model in the context of online impulse-buying behavior and show a significant positive effect of two dimensions of virtual atmospheric cues (design and navigation).

• The study applies the wide-spread S–O–R model to explain online impulse purchasing. • The study is the first to use the amount spent impulsively as a dependent variable. • E-store design and e-store navigation are significant stimuli of shopping enjoyment. • Shopping enjoyment drives impulsiveness, browsing, and impulse shopping behavior.