Online Store Atmosphere

2.8 Online Store Atmosphere

  Online Store Atmosphere is an overview of buyers and experience in online Online Store Atmosphere is an overview of buyers and experience in online

  2.8.2 Dimension of Online Store Atmosphere

  Unlike conventional store atmosphere, Online store atmosphere has different dimensions, (Manganari, Siomkos and Vrechopoulos, 2008). which consists of several dimensions including:

  1. virtual layout and design;

  a) Grid layout

  The grid is a rectangular arrangement of displays and long spaces that are generally parallel to each other. This is standard in the grocery store.

  b) Free form layout

  Free form is an asymmetric arrangement and uses various sizes and styles of look and it is usually located in fashion online store.

  c) Racetrack layout

  Racetrack is an area that is built around the theme of shopping. Customers are given the procedure to make a purchase.

  2. virtual atmospherics;

  a) Background color

  The background color is usually the most prominent color on the website having the most screen area.

  b) Color sceme

  Color schemes are arrangements or patterns of color or colored objects that are understood as the formation of a unified whole. Adapted to the online context, the object is a visual element on the website. Harmony of color is a term related to the color scheme. Although the exact definition is not agreed upon, Burchett (2002) defined it as two or more uniform colors to produce a satisfying affective response.

  c) Percentage of white space

  Percentage of white space is used in various types of documents, such as academic journals. There are spaces at the edges, on each of the four sides; There is a white space between lines of text. This is for a reason: it gives the reader a more satisfying reading experience, though it does not affect our reading or comprehension speed (Bernard et al., 2000; Chaparro et al., 2004). White space, or sometimes called negative space, is an open space found among other design elements or objects (Pracejus et al., 2006).

  d) Background music

  Sound in online stores can be divided into two categories: content and sound atmosphere (Coorough, 2011; see Fiore and Kelly, 2007). Content refers to, for example, a music CD clip that gives the consumer a chance to listen to music before purchasing. The background music can be considered equivalent to the sound of the atmosphere.

  e) Fonts

  Font is defined as an important factor that forms the typeface given on Font is defined as an important factor that forms the typeface given on

  f) Appeal scent

  The look of a balanced website in combining different colors.

  g) Touch appeal

  The appearance of the website allows the researcher to interact (do click) on each menu

  3. virtual theatrics

  E-tailers are enabled to make their store look like a "theater" through the use of images, graphics, animations and icons. Complexity refers to the wealth of elements in settings (Rosen and Purinton, 2004) and it is often operationalized by the use of images, graphics and animations. The simpler background of web pages is generally more effective. The mood resides in retailing the web and attracts rather than the more complex (Stevenson et al., 2000). For that website with medium complexity evaluated better than low or high complexity (Martin, 2005).

  a) Animation techniques

  1) There are animations that match the product characteristics.

  2) Animation is proportional and does not interfere with content

  b) Image

  1) The image size is proportional 1) The image size is proportional

  The color of the website is clear not blurred

  d) Interactivity

  1) The menus on the website have a clear path

  2) The link does not confuse the user

  4. Virtual social presence.

  The effects of virtual social presence on online consumer responses are not well documented in the literature to date. Online store atmosphere uses web counters to communicate consumer preferences to their stores, but no specific findings support its impact on online consumer behavior (Clark et al, 2004).

  a) Web counter

  There is a statistic website that shows how many visitors

  b) Comment from other visitor

  There is a menu to provide comments suggestions

  c) Crowding

  The website is easy to access not heavy despite having many visitors.