International Journal of E-Services and Mobile Applications

This paper studies the concept of Store Atmosphere in Virtual Commerce (V-Commerce) through the Web in order to empirically define its determinants and investigate their applicability and customization capabilities. A series of in depth interviews with field experts (study #1) along with an online questionnaire survey (study #2) served as the data collection mechanisms of the study. The empirical findings suggest that while the social aspect dimension of V-Commerce limits customization capabilities, it provides several innovative options for manipulating Store Atmosphere. Additionally, the results indicate that Store Atmosphere attributes can be grouped in three factors with high average scores concerning the…