A review of studies on virtual layout and atmospherics - potential applications to the fashion industry

Figures & data

Figure 1. Conceptual framework

Figure 2. Flow chart of the literature review

Table 1. Examples of literature scanning based on main topics covered

Reference	Title	Main Topics Covered
		Layout	Atmospheric	Virtual	Online	E-commerce	Fashion	Retail
Behera and Mishra (2017)	Impact of store location and layout on consumer purchase behaviour in organized retail.	X	X					X
Broekemier, Marquardt, and Gentry (2008)	An exploration of happy/sad and liked/disliked music effects on shopping intentions in a women’s clothing store service setting		X	X	X	X	X	X
Cai and Yunjie (2011)	Designing not just for pleasure: effects of web site aesthetics on consumer shopping value.	X	X	X		X		X
Cheng, Chin-Shan, and Yen (2009)	The effect of online store atmosphere on consumer’s emotional responses–an experimental study of music and colour.		X	X	X
Chiu et al. (2014)	Understanding customers’ repeat purchase intentions in B2C e-commerce: the roles of utilitarian value, hedonic value and perceived risk.			X		X		X
Ettis (2017)	Examining the relationships between online store atmospheric color, flow experience and consumer behaviour.		X		X
Floh and Madlberger (2013)	The role of atmospheric cues in online impulse-buying behaviour.		X		X		X
Fuadi and Masudin (2016)	The design of hybrid virtual store layout: a simulation experiment.	X						X
Hasan (2016)	Perceived irritation in online shopping: The impact of website design characteristics.	X		X		X	X	X
Hassouneh and Brengman (2015)	Retailing in social virtual worlds: developing a typology of virtual store atmospherics.		X			X		X
Helmefalk and Hultén (2017)	Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers’ emotions and purchase behaviour.		X					X
Hwang and Jeeyun (2020)	Interacting with background music engages E-Customers more: The impact of interactive music on consumer perception and behavioral intention		X	X	X	X		X
Jakhar et al. (2020)	Prioritization of dimensions of visual merchandising for apparel retailers using FAHP		X	X	X	X	X	X
Jang, Baek, and Choo (2018)	Managing the visual environment of a fashion store: effects of visual complexity and order on sensation-seeking consumers.	X	X				X
Jang et al. (2018)	Store design: Visual complexity and consumer responses.	X	X					X
Jiang, Eunju, and Chae (2019)	The Effect of Sustainable Fashion Brand’s Advertising Color and Expression on Consumers’ Emotions and Perceptions-Focus on Instagram.		X	X	X		X
Kaushik et al. (2020)	Why do online retailers succeed? The identification and prioritization of success factors for Indian fashion retailers.		X	X	X	X	X	X
Kim, Choi, and Lee (2015)	Web atmospheric qualities in luxury fashion brand web sites.		X			X	X
Kim (2019)	Imperative challenge for luxury brands		X	X	X	X	X	X
Lin and Lo (2016)	Evoking online consumer impulse buying through virtual layouts schemes.	X		X
Manganari et al. (2011)	Virtual store layout effects on consumer behaviour: applying an environmental psychology approach in the online travel industry.	X		X				X
Parsons and Conroy (2006)	Sensory stimuli and e‐tailers		X	X	X	X		X
Sarah et al. (2021)	Examining the Influence of Atmospheric Cues on Online Impulse Buying Behavior across Product Categories: Insights from an Emerging E-Market		X	X	X	X		X
Savelli, Cioppi, and Tombari (2017)	Web atmospherics as drivers of shopping centres’ customer loyalty.		X	X				X
Shatnawi, Ashour, and Kakeesh (2020)	Investigating the impact of atmospherics and online flow cues on visiting intentions: the case of Jordan’virtual tourist centre		X	X	X	X
Sundström, Hjelm-Lidholm, and Radon (2019)	Clicking the boredom away – Exploring impulse fashion buying behavior online		X	X	X	X	X	X
Tankovic and Benazic (2018)	The perception of e-servicescape and its influence on perceived e-shopping value and customer loyalty.					X	X
Vrechopoulos and Atherinos (2009)	Web banking layout effects on consumer behavioural intentions.	X		X
Wu et al. (2014)	How can online store layout design and atmosphere influence consumer shopping intention on a website?	X	X		X
Young Kim and Kim (2004)	Predicting online purchase intentions for clothing products.				X	X		X

Figure 3. Representation of the three main layouts used in the retail physical environment

Behera, M. P., and V. Mishra. 2017. “Impact of Store Location and Layout on Consumer Purchase Behavior in Organized Retail.” Anvesha 10 (1): 10–21.

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Broekemier, G., R. Marquardt, and J. W. Gentry. 2008. “An Exploration of Happy/sad and Liked/disliked Music Effects on Shopping Intentions in a Women’s Clothing Store Service Setting.” Journal of Services Marketing 22 (1): 59–67. doi:10.1108/08876040810851969.

 Google Scholar

Cai, S., and X. Yunjie. 2011. “Designing Not Just for Pleasure: Effects of Web Site Aesthetics on Consumer Shopping Value.” International Journal of Electronic Commerce 15 (4): 159–188. doi:10.2753/JEC1086-4415150405.

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Cheng, -F.-F., W. Chin-Shan, and D. C. Yen. 2009. “The Effect of Online Store Atmosphere on Consumer’s Emotional Responses – An Experimental Study of Music and Colour.” Behaviour & Information Technology 28 (4): 323–334. doi:10.1080/01449290701770574.

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Chiu, C., E. T. G. Wang, Y. Fang, and H. Huang. 2014. “Understanding Customers’ Repeat Purchase Intentions in B2C E‐Commerce: The Roles of Utilitarian Value, Hedonic Value and Perceived Risk.” Information Systems Journal 24 (10): 85–114. doi:10.1111/j.1365-2575.2012.00407.x.

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Ettis, S. A. 2017. “Examining the Relationships between Online Store Atmospheric Color, Flow Experience and Consumer Behavior.” Journal of Retailing and Consumer Services 37: 43–55. doi:10.1016/j.jretconser.2017.03.007.

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Floh, A., and M. Madlberger. 2013. “The Role of Atmospheric Cues in Online Impulse-Buying Behavior.” Electronic Commerce Research and Applications 12 (6): 425–439. doi:10.1016/j.elerap.2013.06.001.

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Fuadi, M., and I. Masudin. 2016. “The Design of Hybrid Virtual Store Layout (HVSL): A Simulation Experiment of Indonesian Customers’ Context.” Journal of Basic and Applied Research International 14 (2): 147–157.

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Hasan, B. 2016. “Perceived Irritation in Online Shopping: The Impact of Website Design Characteristics.” Computers in Human Behavior 54: 224–230. doi:10.1016/j.chb.2015.07.056.

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Hassouneh, D., and M. Brengman. 2015. “Retailing in Social Virtual Worlds: Developing a Typology of Virtual Store Atmospherics.” Journal of Electronic Commerce Research 16 (3): 218–241.

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Helmefalk, M., and B. Hultén. 2017. “Multi-Sensory Congruent Cues in Designing Retail Store Atmosphere: Effects on Shoppers’ Emotions and Purchase Behavior.” Journal of Retailing and Consumer Services 38: 1–11. doi:10.1016/j.jretconser.2017.04.007.

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Hwang, A. H.-C., and J. Oh. 2020. “Interacting with Background Music Engages E-Customers More: The Impact of Interactive Music on Consumer Perception and Behavioral Intention.” Journal of Retailing and Consumer Services 54: 1–15. doi:10.1016/j.jretconser.2019.101928.

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Jakhar, R., D. Verma, A. P. S. Rathore, and D. Kumar. 2020. “Prioritization of Dimensions of Visual Merchandising for Apparel Retailers Using FAHP.” Benchmarking: An International Journal 27 (20): 2759–2784. doi:10.1108/BIJ-11-2019-0497.

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Jang, J. Y., E. Baek, and H. J. Choo. 2018. “Managing the Visual Environment of a Fashion Store.” International Journal of Retail & Distribution Management 46 (2): 210–226. doi:10.1108/IJRDM-03-2017-0050.

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Jang, J. Y., E. Baek, S.-Y. Yoon, and H. J. Choo. 2018. “Store Design: Visual Complexity and Consumer Responses.” International Journal of Design 12 (2): 105–118.

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Jiang, W., K. Eunju, and H. Chae. 2019. “The Effect of Sustainable Fashion Brand’s Advertising Color and Expression on Consumers’ Emotions and Perceptions-Focus on Instagram.” Fashion & Textile Research Journal 21 (4): 432–451. doi:10.5805/SFTI.2019.21.4.432.

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Kaushik, V., A. Khare, R. Boardman, and M. B. Cano. 2020. “Why Do Online Retailers Succeed? The Identification and Prioritization of Success Factors for Indian Fashion Retailers.” Electronic Commerce Research and Applications 39: 1–15. doi:10.1016/j.elerap.2019.100906.

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Kim, H., Y. J. Choi, and Y. Lee. 2015. “Web Atmospheric Qualities in Luxury Fashion Brand Web Sites.” Journal of Fashion Marketing and Management 9 (4): 384–401. doi:10.1108/JFMM-09-2013-0103.

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Kim, J.-H. 2019. “Imperative Challenge for Luxury Brands.” International Journal of Retail & Distribution Management 47 (2): 220–244. doi:10.1108/IJRDM-06-2017-0128.

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Lin, S. W., and L. Y. S. Lo. 2016. “Evoking Online Consumer Impulse Buying Through Virtual Layout Schemes.” Behaviour & Information Technology 35 (1): 38–56. doi:10.1080/0144929X.2015.1056546.

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Manganari, E. E., G. J. Siomkos, I. D. Rigopoulou, and A. P. Vrechopoulos. 2011. “Virtual Store Layout Effects on Consumer Behaviour: Applying an Environmental Psychology Approach in the Online Travel Industry.” Internet Research 21 (3): 326–346. doi:10.1108/10662241111139336.

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Parsons, A., and D. Conroy. 2006. “Sensory Stimuli and E‐tailers.” Journal of Consumer Behaviour: An International Research Review 5 (1): 69–81. doi:10.1002/cb.32.

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Sarah, F. H., C. L. Goi, F. Chieng, and K. M. R. Taufique. 2021. “Examining the Influence of Atmospheric Cues on Online Impulse Buying Behavior across Product Categories: Insights from an Emerging E-Market.” Journal of Internet Commerce 20 (1): 25–45. doi:10.1080/15332861.2020.1836593.

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Savelli, E., M. Cioppi, and F. Tombari. 2017. “Web Atmospherics as Drivers of Shopping Centres’ Customer Loyalty.” International Journal of Retail & Distribution Management 45 (11): 1213–1240. doi:10.1108/IJRDM-07-2016-0120.

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Shatnawi, T., L. Ashour, and D. Kakeesh. 2020. “Investigating the Impact of Atmospherics and Online Flow Cues on Visiting Intentions: The Case of Jordan’virtual Tourist Centre.” International Journal of Electronic Marketing and Retailing 11 (1): 1–23. doi:10.1504/IJEMR.2020.106430.

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Sundström, M., S. Hjelm-Lidholm, and A. Radon. 2019. “Clicking the Boredom Away – Exploring Impulse Fashion Buying Behavior Online.” Journal of Retailing and Consumer Services 47: 150–156. doi:10.1016/j.jretconser.2018.11.006.

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Tankovic, A. C., and D. Benazic. 2018. “The Perception of E-servicescape and Its Influence on Perceived E-Shopping Value and Customer Loyalty.” Online Information Review 42 (7): 1124–1145. doi:10.1108/OIR-12-2016-0354.

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Vrechopoulos, A., and E. Atherinos. 2009. “Web Banking Layout Effects on Consumer Behavioural Intentions.” International Journal of Bank Marketing 27 (7): 524–546. doi:10.1108/02652320911002340.

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Wu, W. Y., C. L. Lee, C. S. Fu, and H. C. Wang. 2014. “How Can Online Store Layout Design and Atmosphere Influence Consumer Shopping Intention on a Website?” International Journal of Retail & Distribution Management 42 (1): 4–24. doi:10.1108/IJRDM-01-2013-0035.

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Young Kim, E., and Y. K. Kim. 2004. “Predicting Online Purchase Intentions for Clothing Products.” European Journal of Marketing 38 (7): 883–897. doi:10.1108/03090560410539302.

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