In today's channel-centric retail ecosystem the right mix and orchestration of online and offline stimulus is paramount towards providing an optimal store atmosphere and shopping experience. Applying the S-O-R framework, this research explores additive omnichannel atmospheric cues stimuli, in order to discover their impact on affective (i.e., pleasure, arousal and dominance) and cognitive (i.e., store environmental quality perception) states and their consequential effect on consumer responses in the form of purchase intention. Employing a four-condition repeated measures experimental design in a physical store, utilizing mobile, IoT and social media channels (Study 1), as well as a between-subjects online lab experiment (Study 2), this research sheds light into the affective and cognition-mediated causal mechanisms that influence shopping outcomes. This work reveals that combining stimulus from all retail channels within the physical store (i.e., omnichannel atmospheric cues) increases consumers' pleasure, arousal and the quality of the environment as a whole, which in turn positively influences purchase intention. However, the impact of dominance is only prominent at the more controlled, laboratory setting, in which purchase intention increases while dominance attenuates.

在当今以渠道为中心的零售生态系统中，线上和线下刺激的正确组合和协调对于提供最佳的商店氛围和购物体验至关重要。应用 SOR 框架，本研究探索了附加的全渠道大气线索刺激，以发现它们对情感（即愉悦、唤醒和支配）和认知（即商店环境质量感知）状态的影响及其对消费者反应的相应影响购买意向的形式。在实体店中采用四条件重复测量实验设计，利用移动、物联网和社交媒体渠道（研究 1），以及受试者之间的在线实验室实验（研究 2），这项研究揭示了影响购物结果的情感和认知介导的因果机制。这项工作表明，将实体店内所有零售渠道的刺激（即，全渠道氛围线索）结合起来可以增加消费者的愉悦感、唤醒度和整体环境质量，进而对购买意愿产生积极影响。然而，支配地位的影响仅在更受控制的实验室环境中才突出，在这种环境中，购买意愿增加而支配地位减弱。