Sensory stimuli and e‐tailers

Abstract

Abstract This paper examines the use of sensory stimuli in the creation of store atmosphere in the online context. Parsons ( 2002 ) shows that online shoppers are motivated by many of the same non‐functional aspects of shopping as physical store shoppers (eg Tauber, 1972 ; Sheth, 1983 ), including sensory stimulation from aural and visual stimuli. This study investigates what customers desire from a virtual store atmosphere, and conducts an audit of the 15 top e‐tailers as ranked by Nielsen/NetRatings ( 2001 ) using the extant set of stimuli/responses established from the physical store literature. Findings suggest a strong desire from customers for sensory stimuli, with only partial matching by e‐tailers, and a surprising lack of differentiation among competitors. Examination of purchase responses to actual stimuli suggests a need for e‐tailers to match consumers' desires. Copyright © 2006 John Wiley & Sons, Ltd.