Impact of Online Store Atmospherics on Brand Equity: An Empirical Analysis on Wellness Products

Abstract

Consumers’ shop online because of their declining interest in traditional shopping formats and by the intervention of the internet is continuing its momentum in consumers’ daily lives, this new medium led to a disruptive transformation from being a communication tool to e-commerce transactions. Consumer experience in virtual store is affected by two exclusive environments; the first is the online store and the second is the consumer environment, in which human-computer interaction transpires. Taking cues from both product and multi-media presentations in effectiveness on online store preference in purchase of intended product category, it is understood this store preference as brand equity and eventually stronger brand equity turns to purchase intention.Multiple linear regression analysis revealed that product presentation is a more significant contributor for brand equity in online store preference over multi-media presentation thus; consumers give much importance for product value. Therefore, multi-media presentation as being the attractive component, especially in online retail the study reveals that graphical presentations add value to intensify brand preference rather being a decisive component. Results are discussed and conclusions are drawn.