The effect of online store atmosphere on consumers' purchase intention

The online store atmosphere is the conscious combination of elements used in website design to achieve a certain customer output. Store atmosphere elements can directly affect the customer's purchase decision. In addition, by satisfying the customer hedonically, it can enable the customer to create positive intentions towards the website. In terms of e-retailers, the store atmosphere is an important marketing element that helps both to gain competitive advantage and to keep the customer on the website and to shape the final decision of the customer. The aim of this thesis is to examine the effect of the low task relevant online atmosphere elements which are pictures other than merchandise, security badges, website awards and affiliations to the customer's approach intention to the website. The data obtained from the experimental research, which was completed by creating an e-retail simulation, was analyzed by using multiple regression analysis in SPSS 25.0 package program. As a result of the analysis, it was found that the pictures other than merchandise and affiliations have no effect on approach intention. In addition to this result, it was found that website awards and security badges have positive impact on pleasure and arousal, and appraoch intentions have positively affected by pleasure and arousal. Keywords: Online atmosphere, e-retailing, SOR paradigm, Webmospher