Online Atmospherics in Mass Customization

Abstract: Online retailing has grown rapidly and nowadays consumers’ needs become more and more demanding. Mass customization satisfies the need of customers for individuality. However, in order for retailers to offer a satisfying shopping experience, they need to take into account their retail environment. In online retailing, atmospherics play a significant role in consumers’ attitudes towards the store. The present study aims to analyze the role of high task-relevant atmospheric cues, thus those atmospherics that are strongly connected with the shopping goal, such as verbal content, display methods and navigation aids. Furthermore, the author will analyze the effect of the above atmospherics on consumers’ response towards the online mass customization environment. In order for the purpose to be fulfilled, semi-structured interviews were conducted in a purposive sample of ten participants. The results were analyzed based on the Stimulus-Organism-Response model. Finally, high task-relevant atmospheric cues are strongly related to the consumers’ final response by provoking either positive or negative emotions. More specifically, verbal content and display methods have a crucial effect on consumers’ end response. On the other hand, navigation aids contribute to a pleasant online experience but they do not affect final consumers; response significantly. Conclusively, the present study aims to be considered as a useful tool for marketing purposes as it can provide knowledge on how consumers behave in a mass customization online environment in the fashion industry. Such knowledge may appear crucial for professionals who want to meet their customers’ needs directly and effectively.