Consumer environment stimulation: Are consumers aware of manipulation?

Journal of Innovation in Business and Economics

article

Inggang Perwangsa Nuralam¹ 

[1] Business Administration Department, Faculty of Administrative Science, Universitas Brawijaya

关键词: e-Servicescape;    environment stimulation;    experiment;    manipulation;   

DOI  :  10.22219/jibe.v7i01.23137

学科分类：社会科学、人文和艺术（综合）

来源: Universitas Muhammadiyah Malang

【 摘 要 】

This study examines consumer behavior responding to environmental stimuli in original and manipulated onlineenvironments. This study aims to modify, alter, or affect independent variables in an experimental study design to gainnew insights. The independent variable examined in this study is e-servicescape. We involved 85 participantsworldwide to respond to the e-servicescape on the Spotify music platform. The e-servicescape environment stimuliconsist of ambient factors, spatial layout and functionality, signs, symbols, artifacts, financial security, and interactivity.The quasi-experiment was implemented and found that consumers exhibit different behaviors and respond better to apleasant environment rather than a manipulated one. The findings of this study are an early indication for companiesto present a pleasant environment for consumers in a service environment.

【 授权许可】

CC BY-SA