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Shu Han Tan

PhD Research Student

Title of Research: To Buy or Not to Buy: Atmospheric Effects on Consumers Online Shopping Behaviour

Shu Han TanQualifications: BA(Hon) Business Economics and Management (University of Nottingham), MSc Business and Management (University of Nottingham)

Area of PhD Research: Consumer Behaviour, Environmental Psychology, Marketing, Online Retailing

PhD Start Date: March 2018

Supervisors: Associate Professor Lisa McNeill & Dr John Williams


Research Summary:

The concept of atmospheric, which is the purposely designed environment, is believed to provoke peculiar effects in shoppers, thereby enhancing their purchase probability. Nonetheless, unlike the traditional brick and mortar retails, the lack of presence of sales assistants and the inability to touch and feel an item prior to purchase makes the virtual environment of the website the only source of clues accessible to the shoppers. Henceforth, this research aims to investigate the effect of virtual environmental cues on consumers’ affective and cognition state which will then influence the consumers’ online shopping outcome. Adapted conceptual S-O-R (Stimulus-Organism- Response) paradigm will be used as a framework in this research.