Physical web atmospherics: utilising internet of things to conceptualise store atmosphere in omnichannel retailing
by Chris Lazaris; Adam Vrechopoulos; Georgios I. Doukidis
International Journal of Technology Marketing (IJTMKT), Vol. 12, No. 4, 2017

Abstract: The evolution of multichannel retailing in the form of omnichannel retailing (omniretailing), dramatically alters the retailing landscape. In parallel, physical web, a Bluetooth beacons approach to the internet of things (IoT) aims at revolutionising omniretailing, transforming it to physical web retailing. As a result, traditional store atmosphere is enhanced with online atmospheric cues, which create a multichannel environment that provokes several research questions and produces important managerial implications. The study proposes conceptual frameworks of the 'omnichannel retailing store atmosphere (ORSA)' and 'physical web atmospherics' based on the S-O-R model paradigm, in order to hypothesise that the presence of physical and web atmospheric cues in physical stores, which seamlessly integrate with each other (social-local-mobile settings), affects consumer's behaviour in a synergistic manner. The validation of the dominance factor and the flow state in such environments could possibly indicate a shift to consumer's perceived sense of control in traditional stores.

Online publication date: Tue, 24-Apr-2018

The full text of this article is only available to individual subscribers or to users at subscribing institutions.

Existing subscribers:
Go to Inderscience Online Journals to access the Full Text of this article.

Pay per view:
If you are not a subscriber and you just want to read the full contents of this article, buy online access here.

Complimentary Subscribers, Editors or Members of the Editorial Board of the International Journal of Technology Marketing (IJTMKT):
Login with your Inderscience username and password:

    Username:        Password:         

Forgotten your password?

Want to subscribe?
A subscription gives you complete access to all articles in the current issue, as well as to all articles in the previous three years (where applicable). See our Orders page to subscribe.

If you still need assistance, please email