Impact of e-atmospheric elements on the perceived value of the online visit

Abstract

Websites managers want the consumption experience to be central in the online visit. This study analyzes the effects of experiential components of a website on the online experience. Through experimentation, we handle three elements of the merchant environment (virtual agent, 3D environment and control command). A survey of 272 users shows that the tools manipulated generate perceived value. Furthermore, we test the effect of hedonic and utilitarian value of the visit on the online behavior, highlighting its significant effect. Finally, from a theoretical and a managerial point of view, we elaborate on the necessary conditions for improving the visitor experience and for creating customer values.