Understanding the Atmospheric Cues Effects on Consumer Emotions: A Case Study on Lazada Malaysia

  • Saliza Aksah
  • Jamaliah TaslimEmail author
  • Maslina Abdul Aziz
  • Paezah Hamzah
  • Norehan Abdul Manaf
  • Zan Azma Nasruddin
Conference paper
Part of the Lecture Notes in Computer Science book series (LNCS, volume 10645)


The effectiveness of atmospheric cues on consumer’s emotion has a significant impact on online businesses. The usability issues with regards to atmospheric cues especially while browsing electronic commerce (e-commerce) websites are very important. This paper aims to identify the common atmospheric cues, usability issues and their effects on consumer emotions while browsing e-commerce websites. Usability testing techniques was conducted to five (5) participants from different backgrounds by using qualitative methods. The outcome of this preliminary study will help e-commerce websites specifically Lazada Malaysia to reduce usability gap of online shopping experience. The result highlights the atmospheric cues and their influence on the website. These initial findings motivated the current study, which extends our previous work by proposing other key variables and several new recommendations for improvement to generate more effective usability issues.


Atmospheric cue Usability E-commerce Consumer emotions 


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Copyright information

© Springer International Publishing AG 2017

Authors and Affiliations

  • Saliza Aksah
    • 1
  • Jamaliah Taslim
    • 1
    Email author
  • Maslina Abdul Aziz
    • 1
  • Paezah Hamzah
    • 1
  • Norehan Abdul Manaf
    • 1
  • Zan Azma Nasruddin
    • 1
  1. 1.Faculty of Computer and Mathematical SciencesUniversiti Teknologi MARA MalaysiaShah AlamMalaysia

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