E-atmosferiklerin çevrimiçi tüketici niyetlerine etkisi

The appearance of online environments in this century together with emerging concepts to be studied in relation to new retailing formats has contributed to regeneration of unified consumer behavior models. The literature of brick-and-mortar retailing is insufficient to examine consumer behavior in this virtually created unique environment of dual nature. While online shopping behavior shares common attributes with consumer shopping behavior in physical settings, it conveys issues related to technology usage and human-computer interactions. In order to survive in such an environment, e-retailers show special interest on understanding the main determinants of consumers' online purchase and return intentions which signify their actual online behavior. Through a multidisciplinary approach, this study aims to examine the effects of sense-making and exploratory attributes that constitute the e-atmosphere of online shopping environments, on online consumer intentions. In order to study these interactions using Stimulus-Organism-Response (SOR) framework, the Technology Acceptance Model (TAM) is extended with the inclusion of flow concept in the model. A 2X2 (existence of navigation bar versus no navigation bar and informativeness versus non-informativeness) between subjects experimental design was used to analyze the impact of e-atmospheric cues on online consumer intention through extended TAM. The findings of the study supported the positive relationship between the atmospheric cues and TAM variables. It was found that consumers who are exposed to an online shopping site designed with a sense-making cue (navigation bar) would perceive the site to be easier to use. On the other hand, existence of an exploratory cue ( informativeness) was found to cause consumers to perceive the online shopping site to be more useful. Positive impact of both perceived ease of use and perceived usefulness on flow was also supported. In addition, support for mediation effect of flow between perceived ease of use and online intentions and perceived usefulness and online intentions are presented.