This paper studies the concept of Store Atmosphere in Virtual Commerce (V-Commerce) through the Web in order to empirically define its determinants and investigate their applicability and customization capabilities. A series of in depth interviews with field experts (study #1) along with an...

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...