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Internet Consumer Behavior: Web Atmospherics
Abstract
This chapter develops the major components of web atmospherics (Richard, 2005). In retailing research, retail atmospherics (e.g., scents, color, design) are very important to the success of retailers. Similarly, Richard (2005) demonstrates that web atmospherics are important to the development of positive attitudes toward the website and the products it describes. In Figure 1, these are the shaded areas.
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