The Effect of the Atmosphere and Store Layout and Web Design, Online Impulse Buying Behavior of Customers

Document Type : Research Paper

Authors

1 Associate Prof. in Accounting, Islamic Azad University, Central Tehran Branch, Iran

2 PhD Candidate in Accounting, Islamic Azad University, Central Tehran Branch, Iran

3 Master of Marketing Management, Allameh Tabatabai University, Tehran, Iran

4 Master of Financial Management, Islamic Azad University, Semnan, Iran

Abstract

The aim of this study was to evaluate the effect of the atmosphere and store layout and web design, online impulse buying behavior of customers is that impulsive behavior, impulsive behavior and shopping pleasure it is considered as a mediator. The aim of the present study is applied and descriptive data collection. In this study, using field research and deployment questionnaire was used to collect data. The population, all citizens have experienced at least once online shopping. In this research cluster sampling method that is available to conduct the study sample size of 384 questionnaires were used, The reliability of the questionnaire obtained through Cronbach's alpha was 0.95 for the questionnaire and the validity population as well as by a number of experts AVE measured verified, Data processing is done through SPSS software and SMART PLS. The findings suggest a direct impact on impulse buying online web store layout but low coefficient of direction for the store's atmosphere due to the impact of store layout and in-store atmosphere, this amount was significant single impact study.

Keywords

Main Subjects

References

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Journal of Business Management
Volume 9, Issue 2
2017
Pages 213-232

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