Online Atmospherics: A Systematic Literature Review and Future Research Agenda

Abstract

In the digital era, online atmospherics have emerged as a pivotal factor influencing consumer behavior and engagement in online platforms. Online atmospherics refers to the strategically designed elements of a web environment aimed at stimulating the senses to create positive user experiences and enhance consumer responses. Given the dynamic nature of consumer interactions and technological advancements in digital commerce, the need to study online atmospherics is ever evolving, demanding continuous exploration to adapt and optimize the online shopping experience. A comprehensive review was conducted on 80 articles published between 2000 and 2023, utilizing the integrated ADO–TCM framework. Through the antecedents, decisions, and outcomes (ADO) framework, this study reveals what we know about online atmospherics. The theories, contexts, and methods (TCM) framework reveal how we know about online atmospherics. Moreover, this study aims to identify significant gaps in the current literature and recommend specific future research avenues. This systematic literature review (SLR) serves as a crucial resource for practitioners by providing a comprehensive analysis of effective online atmospherics, aiding in the development of more engaging digital shopping experiences. Simultaneously, it offers scholars a consolidated foundation, facilitating further exploration and innovation in the domain of online atmospherics in emerging channels.