Çevrimiçi Mağaza Atmosferinin Tüketici Satın Alma Niyeti Üzerine Etkisi

Abstract

CONSUMERS PURCHASE INTENTION Abstract The online store atmosphere is expressed as the conscious combination of elements used in website design to achieve a certain customer output. Atmospherics can directly affect the customer's purchase decision, enable the customer to create positive intentions towards the website by satisfying the customer hedonically. Also, as an important marketing tool webstore Atmosphere elements help to gain competitive advantage and to keep the customer on the Website. The aim is to examine the effect of the low task relevant e-atmospherics, pictures other than merchandise, security badges, website awards and affiliations, to intention to the website. The data obtained from created e-retail simulation, was analyzed by multiple regression analysis. Results showed that the pictures other than merchandise and affiliations have no effect on approach intention of customers, website awards and security badges have positive impact on pleasure and arousal, and appraoch intentions have positively affected by pleasure and arousal.