Krasonikolakis, Ioannis; Vrechopoulos, Adam; Pouloudi, … - In: European Journal of Marketing 52 (2018) 5/6, pp. 1223-1256
Purpose: Positioned in the e-retailing field, this study aims to investigate the effect of the retail store’s atmosphere on consumer behavior in 3D online shopping environments, focusing on store layout as a critical influential factor. Design/methodology/approach: The research uses a mixed...