Persona: Reina Paz, María Dolores
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0000-0001-8602-3411
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Reina Paz
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María Dolores
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Publicación The Shopping Experience in Virtual Sales: A Study of the Influence of Website Atmosphere on Purchase Intention(Springer, 2021-09-30) Jiménez Delgado, Fernando; Reina Paz, María Dolores; Thuissard Vasallo, J.; Sanz Rosa, D.The conceptual framework for this research comes from the study of environmental psychology in response to a given environment that condition approach-avoidance behaviors. These three states were pleasure (satisfaction/happiness), arousal (stimulation), and dominance (feeling of control), or PAD. Subsequently, further research applied this theory to the context of a retail setting in order to better understand the influence of a physical store’s atmosphere on consumers. The main purpose of this study is to analyze the effects of certain marketing tools and the atmosphere created at a Point-Of-Sales (PoS) on the online shopping experience and purchase intention. The methodology for the work is based on the well-known stimulus-organism-response (S-O-R) model, which has been the subject of numerous consumer behavior studies. The approach for this study is an experiment in which a sample of individuals takes part in a double online shopping experience involving two different scenarios with different dimensions and atmospheres. Despite other existing research has demonstrated in the past the impact of vividness’ info and video materials on the purchase intention, the originality of this study is the usability of 3D-dimension as a virtual presence enhancer to demonstrate both, better experience and more realistic shopping behavior closer to the findings we can expect from a consumer on the physical traditional stores.