The present study explores how digitally mediated retail environments shape consumer affect and
engagement as online platforms increasingly operate as immersive experiential spaces. It examines how
online store atmosphere and interactive screens foster engagement through customer enjoyment and
evaluates how technology readiness conditions these effects. Utilizing a quantitative cross-sectional
design, the research obtained survey data from 470 Saudi online shoppers and used structural equation
modelling with validated multi-item scales to assess atmospherics, interactivity, enjoyment, engagement,
and readiness. Results evidence that both atmospheric and interactive cues significantly heighten
enjoyment, which in turn strongly predicts engagement, with partial mediation by enjoyment of both
pathways. Technology readiness amplifies all relationships, demonstrating that individual technological
predispositions critically shape affective and behavioral responses. These findings validate an integrated
S–O–R/TRI framework and offer theoretically grounded and practically relevant insights for designing
emotionally resonant, user-aligned online retail environments.