WEBSITE ATMOSPHERE: TOWARDS REVISITED TAXONOMY OF WEBSITE ELEMENTS
Keywords:consumer behaviour, website atmosphere, website elements
AbstractBy synthesizing prior literature, this research proposes a revised taxonomy of website elements and extends the knowledge of the website atmosphere. Website elements are grouped into four components based on Manganari, Siomkos, Vrechopoulos (2009). The component of virtual layout & design is extended by adding navigational design element. Virtual atmospherics are augmented by adding information, aesthetics design, and website brand / personality elements. The last component - virtual social presence is extended by adding elements such as avatars, virtual community, recommendations, and communication. This paper provides the taxonomy of website elements and provides general guidelines for e-retailers to develop an effective website in order to attract and retain consumers. Authors highlight key research implications.