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The Rise of Online Shopping: Could Servicescape Revive the High Street?

Wiseman, Georgina; Poole, Adam


Georgina Wiseman



Against a background of rising online sales and the decline of traditional high street shopping, this study examines factors related to in-store 'atmosphere' and 'servicescape' that may encourage consumers to purchase in-store rather than online in the context of female fashion. This development paper indicates that fashion shopping is 'experiential' for many female consumers and that consequently store 'atmosphere' or 'servicescape' may encourage female consumers to shop instore for fashion rather than online. Furthermore, this paper indicates that different groups of consumers have different preferences for factors contributing to atmosphere or servicescape. Taken together this suggests that if retailers undertook store improvements that enhanced the shopping experience by meeting these preferences, female fashion shoppers may be more inclined to purchase instore. Track: Marketing and Retail Word count: 2249 (excluding abstract and references)


Wiseman, G., & Poole, A. (in press). The Rise of Online Shopping: Could Servicescape Revive the High Street?

Conference Name British Academy of Management Conference 2019
Start Date Sep 3, 2019
End Date Sep 5, 2019
Acceptance Date May 1, 2019
Deposit Date Sep 23, 2019
Publicly Available Date Sep 23, 2019
ISBN 978-0-9956413-2-7
Keywords Servicescape, Online Shopping, Prefernces
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