The interaction effects between mood and social factors of web atmospherics on purchase intentions.

• Main Authors: Low, Fang Ling., Chia, Olivia Xuehua., Koh, Keith Kai Kiat.
• Other Authors: Chung Tuck Siong
• Format: Final Year Project
• Language: English
• Published: 2011
• Subjects: DRNTU::Business::Marketing::Internet
• Online Access: http://hdl.handle.net/10356/44093
• Institution: Nanyang Technological University

The increasing popularity of online shopping has led researchers to find out more about web atmospherics, specifically the design and ambience of a website, as they can affect the shopping experience and behaviour of consumers. Yet, with the rise of social media, we see the imperative to investigate the effects of social factors of web atmospherics on consumer behaviour, which are yet to be well-documented in literature. Thus, the purpose of this study is to investigate how the two important social factors of web atmospherics, specifically product description and comments from other visitors, interact with mood and ultimately influence purchase intentions. The research methodology takes on a deductive approach, building on frameworks of past studies. It begins with exploring the causal relationship between the above mentioned social factors and purchase intentions using a posttest-only experimental design, together with proven mood induction processes, and the simulation of various online shopping environments via web design, in validating our hypotheses. In our study, we found that social factors of web atmospherics and different mood states bear a significant influence on the purchase intentions of consumers when combined. Notably, the presence of negative visitor comments can decrease purchase intention even when consumers‟begin their shopping with a positive mood. We also found that when consumers are in a positive mood, they tend to be less particular about the detail level of product description in making purchase decision. They also tend to perceive the social factors of web atmospherics, specifically product description, more favourably, thus further emphasising the merits of instilling a positive mood state to complement the shopping experience.