A research on the consumers perspective on e-store atmosphere and a research

The Internet, which has been the greatest invention of the last 50 years, is an international network. In addition to providing many innovations and job opportunities, the Internet is also a technology which provides important opportunities for producing, sharing, transferring, saving and accessing information in the fields ranging from economy to politics, education to health, production to sales. Throughout the world, the number of the Internet users has increased rapidly and is still increasing not only as it is cheap and global, but also as it removes time and location restrictions.The emergence of computers and the Internet into our lives has caused emergence of new sectors and changes and developments in the current sectors. E-commerce is one of these concepts. E-commerce has different dimensions and one of these is the B2C (Business To Customer). The volume of B2C e- commerce is increasing in Turkey as it is all around the world.Although the Internet is a new invention, it has influenced the organizations to run business as well as it has influenced human life. Retailing, the meeting point of consumers and the products of producers, has been influenced by this change. E-retailing, which is a new marketing medium for organizations, has appeared. E-retailing has changed the shopping styles and habits of consumers. E-retailing provides opportunities to buy products and service anywhere in the world and at any time; it removes the time and distance obstacles.There is an intensive rivalry in e-retailing as in all fields. Today every product can be produced everywhere and can be transferred easily, so the way how shops present the product has gained importance as much as what they present. Creating difference and forming shop image are important for e-shops as physical shops. The atmosphere of shop has gained importance.The purpose of this MA thesis is to find out the perspective of consumers to the atmosphere of e-shop in e-retailing. In the first part, the concept of the Internet, its features, and development, the number of its users, e-commerce concept and its types, e-marketing in direct marketing were focused on with their advantages and disadvantages. In the second part, concepts of e-retailing and data, retailing, physical shop and physical shop atmosphere, e-shop and e-shop atmosphere were mentioned.In the third and the last part, the application of the study takes place. For this purpose, a survey was conducted to determine the factors related to the attitudes of Abant İzzet Baysal University academic and administrative staff towards e-shops. The findings obtained from this survey were evaluated. The results and recommendations were presented.Key Words: Direct Marketing, E-commerce, Internet Marketing, E-Retailing, E-Store, E-Shopping, E-Store Atmospherics