A CONCEPTUAL STUDY ON THE FACTORS AFFECTING PURCHASING IN THE ONLINE STORE ATMOSPHERE

Abstract

Mobile-based technological developments have enabled consumers to shop at any time and from anywhere with just a few clicks through their smartphones. E-commerce, which has increased in parallel with technological development, has also changed the way retailers do business. Today, retail is shaped around three main axes: physical store, multi-channel store and online store. Having the opportunity to inspect multiple online stores with a few clicks in a very short time, It has accelerated the shopping decisions of the digital consumer like never before. As a result of the economic benefit and comfort of the consumer, online stores has achieved 50% growth in Turkey last 5 years. Technological developments in favor of the consumer at the purchasing decision point, It has also forced the brands to change their way of doing business. Today's consumer, whether to stay in the online store or not, depending on whether it can reach the information it is looking for quickly and consistently It makes a decision within 1-2 seconds. The e-commerce market shaped by the internet and especially smart phones, It brought competition with it. In the growing e-commerce market with the widespread use of digitalization, brands must attach great importance to customer experience in order to stay at the point of decision of the consumer and to compete with other brands. In this study aimed to conceptually examine the effect of online store atmosphere elements on purchasing.