Online retailing has grown rapidly and nowadays consumers’ needs become more and more demanding. Mass customization satisfies the need of customers for individuality. However, in order for retailers to offer a satisfying shopping experience, they need to take into account their retail environment. In online retailing, atmospherics play a significant role in consumers’ attitudes towards the store. The present study aims to analyze the role of high task-relevant atmospheric cues, thus those atmospherics that are strongly connected with the shopping goal, such as verbal content, display methods and navigation aids. Furthermore, the author will analyze the effect of the above atmospherics on consumers’ response towards the online mass customization environment. In order for the purpose to be fulfilled, semi-structured interviews were conducted in a purposive sample of ten participants. The results were analyzed based on the Stimulus-Organism-Response model. Finally, high task-relevant atmospheric cues are strongly related to the consumers’ final response by provoking either positive or negative emotions. More specifically, verbal content and display methods have a crucial effect on consumers’ end response. On the other hand, navigation aids contribute to a pleasant online experience but they do not affect final consumers; response significantly. Conclusively, the present study aims to be considered as a useful tool for marketing purposes as it can provide knowledge on how consumers behave in a mass customization online environment in the fashion industry. Such knowledge may appear crucial for professionals who want to meet their customers’ needs directly and effectively.

Within the retail sector, two sections have grown drastically with the help of each other in the past decade. Those two sections include online retail and second-hand retail. Online retail has grown remarkably due to the implementation of online atmospherics. This phenomenon led to the purpose of this study: to observe the online atmospherics present in online second-hand retail. To achieve this purpose, the literature related to online retail, target audience, motivations of consumers, reselling, and online second-hand apps was explored. For this study, five online second-hand retail sites were chosen. Eighteen of the most common online atmospherics were observed to be present, not present, or unable to determine in these online second-hand retail sites. Results showed notable findings including the importance of white space. Based upon the results of this study, managerial implications are offered.

This study examines the online atmospheric cues of colour and music and their impact upon feeling and purchase intention of consumers in the online environment. The research design was experimental and used data from a questionnaire. A pilot test of the instrument was conducted. The final questionnaire contained 39 items and a demographic section. A total of 200 questionnaires were collected. Participants were exposed to a specific set of online atmospheric elements. Results indicated a difference in regard to purchase intention when exposed to different colour. Results also found a correlation between feeling and internet purchase intention. Managerial and theoretical implications are discussed along with future research suggestions.