Erciyes Üniversitesi Sosyal Bilimler Enstitüsü Dergisi 1300-1582 2148-8657 Erciyes University 10.48070/erusosbilder.732905 Business Administration İşletme The effect of online store atmosphere on consumers purchase intention Çevrimiçi mağaza atmosferinin tüketici satın alma niyeti üzerine etkisi https://orcid.org/0000-0002-9021-3362 Nevruz Beyza Ecem ÇUKUROVA ÜNİVERSİTESİ https://orcid.org/0000-0002-3958-7297 Demırcı Orel Fatma ÇUKUROVA ÜNİVERSİTESİ, İKTİSADİ VE İDARİ BİLİMLER FAKÜLTESİ, İŞLETME BÖLÜMÜ, PAZARLAMA ANABİLİM DALI 12 30 2020 50 305 320 05 10 2020 10 27 2020 Copyright © 1987, Erciyes University Journal of Social Sciences Institute 1987 Erciyes University Journal of Social Sciences Institute

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 the customer's approach 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.

Çevrimiçi mağaza atmosferi, site tasarımında kullanılan elemanların belirli bir müşteri çıktısı elde etmek için bilinçli olarak bir araya getirilmesi olarak ifade edilir. Mağaza atmosferi elemanları müşterinin satın alma kararını doğrudan etkileyebilir, müşteriyi hedonik yönden tatmin ederek siteye yönelik olumlu niyetler oluşturmasını sağlayabilir. E-perakendeci açısından rekabet avantajı elde etmek, müşteriyi sitede tutmak ve müşterinin siteye yönelik nihai kararını şekillendirebilmekte atmosfer önemli bir pazarlama elemanıdır. Bu çalışmanın amacı, düşük görev ilgili çevrimiçi atmosfer elemanlarından ürün dışı resimler, üye ortaklar, site ödülleri ve güvenlik rozetlerinin müşterinin siteye yönelik yakınlaşma niyetinin oluşmasındaki etkisini incelemektir. E-perakende simülasyonu oluşturularak tamamlanan deneysel araştırmadan elde edilen veriler SPSS 25.0 paket programında çoklu regresyon analizi uygulanarak değerlendirilmiştir. Analiz sonucunda üye ortaklar ve ürün dışı resimler atmosfer elemanlarının bireyin nihai kararını şekillendirmesinde bir etkisinin olmadığı bulunmuştur. Bununla birlikte site ödülleri ve güvenlik rozetlerinin memnuniyet ve harekete geçmeyi pozitif yönde etkilediği ve yakınlaşma niyetinin memnuniyet ve harekete geçmeden olumlu yönde etkilendiği bulunmuştur.

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