INVESTIGATING THE IMPACT OF A MERCHANT WEBSITE ATMOSPHERE ON IMMERSION, PERCEIVED VALUE AND BEHAVIORAL INTENTIONS
DOI:
https://doi.org/10.54695/sim.224.0075Keywords:
website atmosphere, interactions, virtual agent, 3D environment, control command, immersion, perceived valueAbstract
This research focuses on the holistic approach of the webatmosphere and its predictive power of the user’s immersion compared to the atomized approach. During an experimentation, we have manipulated three atmospheric components (presence vs absence of a virtual agent, 2D vs 3D environment, presence vs absence of a control command), the results show that the user’s immersion is always stronger when he/she navigates on a website containing
simultaneously three components, compared to a website only containing one of the three. Moreover, we highlight the effect of a multiple serial mediation of the immersion and of the perceived hedonic value of the website in the relationship between the three atmospheric components and the behavioral intentions. Such results inform practitioners on how to differentiate their websites using webatmosphere components.
