Advertisement

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)

Abstract

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.

Keywords

Atmospheric cue Usability E-commerce Consumer emotions 

References

  1. 1.
    Kearney, T.: Lifting the barriers to e-commerce in ASEAN. https://www.atkearney.com/documents/10192/5540871
  2. 2.
    Smith, T.J., Spiers, R.: Perceptions of e-commerce web sites across two generations. Inf. Sci.: Int. J. Emerg. Transdiscipl. 12, 159–180 (2009)Google Scholar
  3. 3.
    Yani-de-Soriano, M.M., Foxall, G.R.: The emotional power of place: the fall and rise of dominance in retail research. J. Retail. Consum. Serv. 13(6), 403–416 (2006)CrossRefGoogle Scholar
  4. 4.
    Foxall, G.R., Greenley, G.E.: Consumers’ emotional responses to service environments. J. Bus. Res. 46(2), 149–158 (1999)CrossRefGoogle Scholar
  5. 5.
    Aziz, M.A., Isa, W.A.R.W.M., Fadzir, N.S.M.: Accessibility of websites for people with disabilities (PWD) in Malaysia: an empirical investigation. Int. J. Adv. Sci. Eng. Inf. Technol. 1(2), 221–226 (2011)Google Scholar
  6. 6.
    Aziz, M.A., Isa, W.A.R.W.M., Nordin, N.: Assessing the accessibility and usability of Malaysia higher education website. In: 2010 International Conference on User Science and Engineering (i-USEr), pp. 203–208. IEEE (2010)Google Scholar
  7. 7.
    Goh, K.N., Chen, Y.Y., Lai, F.W., Daud, S.C., Sivaji, A., Soo, S.T.: A comparison of multiple usability testing methods to evaluate and analyze an e-commerce website: a malaysian case study on an online gift shop. In: Tenth International Conference on Information Technology-New Generations (2013)Google Scholar
  8. 8.
    Nielsen, J.: Usability 101: Introduction to Usability (2003)Google Scholar
  9. 9.
    Belanche, D., Casaló, L.V., Guinalíu, M.: Website usability, consumer satisfaction and the intention to use a website: the moderating effect of perceived risk. J. Retail. Consum. Serv. 19(1), 124–132 (2012)CrossRefGoogle Scholar
  10. 10.
    San, L.Y., Omar, A., Thurasamy, R.: Online purchase: a study of generation Y in Malaysia. Int. J. Bus. Manag. 10(6), 298 (2015)Google Scholar
  11. 11.
    Eroglu, S.A., Machleit, K.A., Davis, L.M.: Atmospheric qualities of online retailing: a conceptual model and implications. J. Bus. Res. 54(2), 177–184 (2001)CrossRefGoogle Scholar
  12. 12.
    Mehrabian, A., Russell, J.A.: The basic emotional impact of environments. Percept. Mot. Skills 38(1), 283–301 (1974)CrossRefGoogle Scholar
  13. 13.
    Floh, A., Madlberger, M.: The role of atmospheric cues in online impulse-buying behavior. Electron. Commer. Res. Appl. 12(6), 425–439 (2013)CrossRefGoogle Scholar
  14. 14.
    Machleit, K.A., Mantel, S.P.: Emotional response and shopping satisfaction: moderating effects of shopper attributions. J. Bus. Res. 54(2), 97–106 (2001)CrossRefGoogle Scholar
  15. 15.
    Fernandez, A., AbrahãO, S., Insfran, E.: Empirical validation of a usability inspection method for model-driven web development. J. Syst. Softw. 86(1), 161–186 (2013)CrossRefGoogle Scholar
  16. 16.
    Quesenbery, W.: Balancing the 5Es of usability. Cutter IT J. 17(2), 4–11 (2004)Google Scholar
  17. 17.
    van Kuijk, J., van Driel, L., van Eijk, D.: Usability in product development practice; an exploratory case study comparing four markets. Appl. Ergon. 47, 308–323 (2015)CrossRefGoogle Scholar
  18. 18.
    Hackos, J.T.: Handbook of Usability Testing (1995)Google Scholar
  19. 19.
    Koo, D.M., Ju, S.H.: The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Comput. Hum. Behav. 26(3), 377–388 (2010)CrossRefGoogle Scholar

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

Personalised recommendations