Mobile Store Environment Dynamics: An Interdisciplinary Approach

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Author(s): Adam P. Vrechopoulos (Athens University of Economics and Business, Greece), Emmanouela E. Manganari (Athens University of Economics and Business, Greece)and George J. Siomkos (Athens University of Economics and Business, Greece)
Copyright: 2010
Pages: 16
Source title: Handbook of Research on Mobile Marketing Management
Source Author(s)/Editor(s): Key Pousttchi (University of Augsburg, Germany)and Dietmar G. Wiedemann (University of Augsburg, Germany)
DOI: 10.4018/978-1-60566-074-5.ch018

Keywords: Business & Management / Business Science Reference / Marketing

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Abstract

The development and rapid diffusion of m-commerce has attracted lately a great deal of research interest. Researchers from many different disciplines and domains (e.g. Strategic Marketing, Human Computer Interaction, Consumer Behavior, Environmental Psychology, Information Technology, Retailing, E-Commerce, etc.) attempt to examine and better understand this new medium, following different scientific paths. The current chapter constitutes an interdisciplinary research effort on that field placing particular emphasis on the design qualities of the mobile store environment-atmosphere and its effects on users’/consumers’ behavior. To that end, the concept “m-atmospherics” along with a corresponding conceptual model are introduced as the theoretical vehicles that can well support the initiation of future research attempts measuring m-atmospherics effects on consumer behavior.

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Mobile Store Environment Dynamics: An Interdisciplinary Approach

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