Defining, Applying and Customizing Store Atmosphere in Virtual Reality Commerce: Back to Basics?

  title={Defining, Applying and Customizing Store Atmosphere in Virtual Reality Commerce: Back to Basics?},
  author={Ioannis G. Krasonikolakis and Adam P. Vrechopoulos and Athanasia Pouloudi},
  journal={Int. J. E Serv. Mob. Appl.},
This paper studies the concept of Store Atmosphere in Virtual Commerce (V-Commerce) through the Web in order to empirically define its determinants and investigate their applicability and customization capabilities. A series of in depth interviews with field experts (study #1) along with an online questionnaire survey (study #2) served as the data collection mechanisms of the study. The empirical findings suggest that while the social aspect dimension of V-Commerce limits customization… 

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