The impact of atmospheric cues on consumers’ approach and avoidance behavioral intentions in social commerce websites

Approach and avoidance are typical behavioral tendencies of consumers when exposed to a new environment. Drawing on the stimulus-organism-response (S-O-R) framework, this study investigates the effects of atmospheric cues on consumers' approach and avoidance intentions in social commerce environments. We elucidate the interaction mechanisms between atmospheric cues (task, aesthetic and social cues) and consumers' evaluations through the lens of perceived affordances. Then we investigate how three types of perceived affordances (utilitarian, hedonic and connective) influence consumers’ approach and avoidance behavioral intentions. A three-way factorial experiment provides strong evidence that task cues, aesthetic cues and social cues elicit perceived utilitarian, hedonic and connective affordances, respectively. Approach behavioral intentions were affected by all three types of perceived affordances, yet avoidance intentions were only affected by perceived utilitarian and hedonic affordances. This paper discusses both theoretical and practical implications for social commerce research.