Color Effects in Retailing and E-Tailing

Περίληψη

A relatively new research stream, web-atmospherics, goes beyond the functional qualities of online stores to the aesthetic qualities of online stores and their effects on consumer behaviour. The present paper constitutes a critical review of existent literature of atmospherics in retailing and e-tailing. Specifically, this study is a report of the impact of color in the traditional and the online store. The rapid expansion of e-commerce and the transition from "brick-and- mortar" retailers to "click-and-bricks" businesses imposes the consideration of store atmosphere as a critical element in the marketing mix for both the traditional and the online store.