Effect of Online Store Atmosphere on Attitude Toward website
4.9.1 Effect of Online Store Atmosphere on Attitude Toward website
Based on the results of the study, the online store atmosphere is very influential in affecting consumer attitudes.Attitude Toward the Website is one of the comprehensive evaluations which allows a person to respond with feelings of likes or dislikes of the object being assessed. In this study, consumer attitudes shown is to Based on the results of the study, the online store atmosphere is very influential in affecting consumer attitudes.Attitude Toward the Website is one of the comprehensive evaluations which allows a person to respond with feelings of likes or dislikes of the object being assessed. In this study, consumer attitudes shown is to
Wann et al, (2014) defined attitude toward the website as an emotional evaluation that arises after the consumer visits the website. The online store has similarities with traditional stores in general, but the online store lacks some of the dimensions that exist in physical stores (eg temperature and aroma ) and the absence of meetings between consumers and store employees directly (Baker and Bitner in Eroglu et al., 2001), but the stimuli provided by online stores (eg color, graphics, layout, and design) can be provided by the retailers (eg, the quality or type of the retailer, and the target consumers) so they can affect consumer responses during their visit to the website (Chang and Chen, 2008; Vrechopoulos, 2010). In this study, the intended attitude is an emotional evaluation attitude toward the Lazada online store to express the likes or dislikes of the objects he sees on the display.
Based on the results of research, the existing environment on Lazada online store display affect the positive attitude of consumers in the form of feelings of love and willingness to buy the object. This is in accordance with the opinions of Hong, Tong, and Tam (2004) in Wan et al., (2013) stating that the design of the website provides an important role in influencing consumer attitudes towards a website. This is because the design of the layout of a website is more conducive to use and it will generate a positive attitude from the user of the website and can increase the willingness of the consumers to re-visit the website.
Basically the look or the appearance of an online store can influence the attitude of audiences, in this case of course the attitude of consumers (Jefkins, 1996: 17). Although the view can not change the value and attitudes of consumers who are deeply rooted, the display can alter a person's negative attitude toward the product to be positive (Lamb et.al., 2001: 204). Attitudes towards the website as indicator of how effective the use of website by consumers. Research shows that attitudes toward advertising are positively related to brand and purchase intention (Eun and Kim, 2009) and the influence of brand choice and brand buying beliefs when shopping (Lee, et.al, 2004). In this study, consumer attitudes toward Lazada's online display show that use, security, alignment, and customer support positively influence consumer attitudes toward onlinestore.
As one of the best e-commerce website in Indonesia , Lazada should be able to make the consumer more feel comfortable when they access the website to get a positive feedback. To create a positive attitude to consumers, Lazada should consider more things to get it, such as the selection of bright colors to create an impression that appeals to consumers, eye catching colors like red, green and blue with contrasting color combinations that create a website not boring. In addition, the right combination of colors can affect affective attitudes (emotions) that can create the mood of consumers for example Lazada can use red on its website design color. Because red color can make consumer feel more stimulating than other color. Beside that, the combination color can make evaluation of likes dislikes of a product, feelings of satisfaction or dissatisfaction in color combinations, website layouts and informative website shapes and images.