Physical store and online store environment interplay on consumer shopping pattern
DOI:
https://doi.org/10.48047/3nwy1756Keywords:
Physical store, Online store, Music, Lighting, ShoppingAbstract
As the retail store continues to evolve from a simple sales outlet to an “interactive theater” or
“experience stager” (Mathwick, Malhotra, & Rigdon, 2001), the concept of environment is being
paid growing managerial and research attention both in traditional and online retail contexts. The
terms atmospherics, shelf space studies, environmental psychology, and services capes all have
been used in the literature over the last 30 years of exploration and conceptual development in
this literature stream.
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