The interaction effects between mood and social factors of web atmospherics on purchase intentions.
The increasing popularity of online shopping has led researchers to find out more about web atmospherics, specifically the design and ambience of a website, as they can affect the shopping experience and behaviour of consumers. Yet, with the rise of social media, we see the imperative to inve...
| Main Authors: | , , |
|---|---|
| Other Authors: | |
| Format: | Final Year Project (FYP) |
| Language: | English |
| Published: |
2011
|
| Subjects: | |
| Online Access: | http://hdl.handle.net/10356/44093 |
| _version_ | 1811684560019128320 |
|---|---|
| author | Low, Fang Ling. Chia, Olivia Xuehua. Koh, Keith Kai Kiat. |
| author2 | Chung Tuck Siong |
| author_facet | Chung Tuck Siong Low, Fang Ling. Chia, Olivia Xuehua. Koh, Keith Kai Kiat. |
| author_sort | Low, Fang Ling. |
| collection | NTU |
| description | The increasing popularity of online shopping has led researchers to find out more about web atmospherics, specifically the design and ambience of a website, as they can affect the shopping
experience and behaviour of consumers. Yet, with the rise of social media, we see the imperative to investigate the effects of social factors of web atmospherics on consumer behaviour, which are yet to be well-documented in literature. Thus, the purpose of this study is to investigate how the two important social factors of web atmospherics, specifically product description and comments
from other visitors, interact with mood and ultimately influence purchase intentions.
The research methodology takes on a deductive approach, building on frameworks of past
studies. It begins with exploring the causal relationship between the above mentioned social factors and purchase intentions using a posttest-only experimental design, together with proven mood induction processes, and the simulation of various online shopping environments via web design, in validating our hypotheses.
In our study, we found that social factors of web atmospherics and different mood states bear a significant influence on the purchase intentions of consumers when combined. Notably, the presence of negative visitor comments can decrease purchase intention even when consumers‟begin their shopping with a positive mood. We also found that when consumers are in a positive mood, they tend to be less particular about the detail level of product description in making purchase decision. They also tend to perceive the social factors of web atmospherics, specifically product description, more favourably, thus further emphasising the merits of instilling a positive mood state to complement the shopping experience. |
| first_indexed | 2024-10-01T04:30:34Z |
| format | Final Year Project (FYP) |
| id | ntu-10356/44093 |
| institution | Nanyang Technological University |
| language | English |
| last_indexed | 2024-10-01T04:30:34Z |
| publishDate | 2011 |
| record_format | dspace |
| spelling | ntu-10356/440932023-05-19T06:09:01Z The interaction effects between mood and social factors of web atmospherics on purchase intentions. Low, Fang Ling. Chia, Olivia Xuehua. Koh, Keith Kai Kiat. Chung Tuck Siong Nanyang Business School DRNTU::Business::Marketing::Internet The increasing popularity of online shopping has led researchers to find out more about web atmospherics, specifically the design and ambience of a website, as they can affect the shopping experience and behaviour of consumers. Yet, with the rise of social media, we see the imperative to investigate the effects of social factors of web atmospherics on consumer behaviour, which are yet to be well-documented in literature. Thus, the purpose of this study is to investigate how the two important social factors of web atmospherics, specifically product description and comments from other visitors, interact with mood and ultimately influence purchase intentions. The research methodology takes on a deductive approach, building on frameworks of past studies. It begins with exploring the causal relationship between the above mentioned social factors and purchase intentions using a posttest-only experimental design, together with proven mood induction processes, and the simulation of various online shopping environments via web design, in validating our hypotheses. In our study, we found that social factors of web atmospherics and different mood states bear a significant influence on the purchase intentions of consumers when combined. Notably, the presence of negative visitor comments can decrease purchase intention even when consumers‟begin their shopping with a positive mood. We also found that when consumers are in a positive mood, they tend to be less particular about the detail level of product description in making purchase decision. They also tend to perceive the social factors of web atmospherics, specifically product description, more favourably, thus further emphasising the merits of instilling a positive mood state to complement the shopping experience. BUSINESS 2011-05-25T08:14:55Z 2011-05-25T08:14:55Z 2011 2011 Final Year Project (FYP) http://hdl.handle.net/10356/44093 en Nanyang Technological University 81 p. application/pdf |
| spellingShingle | DRNTU::Business::Marketing::Internet Low, Fang Ling. Chia, Olivia Xuehua. Koh, Keith Kai Kiat. The interaction effects between mood and social factors of web atmospherics on purchase intentions. |
| title | The interaction effects between mood and social factors of web atmospherics on purchase intentions. |
| title_full | The interaction effects between mood and social factors of web atmospherics on purchase intentions. |
| title_fullStr | The interaction effects between mood and social factors of web atmospherics on purchase intentions. |
| title_full_unstemmed | The interaction effects between mood and social factors of web atmospherics on purchase intentions. |
| title_short | The interaction effects between mood and social factors of web atmospherics on purchase intentions. |
| title_sort | interaction effects between mood and social factors of web atmospherics on purchase intentions |
| topic | DRNTU::Business::Marketing::Internet |
| url | http://hdl.handle.net/10356/44093 |
| work_keys_str_mv | AT lowfangling theinteractioneffectsbetweenmoodandsocialfactorsofwebatmosphericsonpurchaseintentions AT chiaoliviaxuehua theinteractioneffectsbetweenmoodandsocialfactorsofwebatmosphericsonpurchaseintentions AT kohkeithkaikiat theinteractioneffectsbetweenmoodandsocialfactorsofwebatmosphericsonpurchaseintentions AT lowfangling interactioneffectsbetweenmoodandsocialfactorsofwebatmosphericsonpurchaseintentions AT chiaoliviaxuehua interactioneffectsbetweenmoodandsocialfactorsofwebatmosphericsonpurchaseintentions AT kohkeithkaikiat interactioneffectsbetweenmoodandsocialfactorsofwebatmosphericsonpurchaseintentions |