1Assistant Professor, Faculty of Management and Accounting, Allameh Tabatabai University, Tehran, Iran. mr.karimi@atu.ac.ir
2Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran. forouzgholipour@yahoo.com
3Faculty of Management and Accounting, Allameh Tabataba'i University, Tehran, Iran. akbari.m.atu91@gmail.com
Online published on 7 September, 2018.
The effect of layout design and atmosphere of online stores on purchase intention of customers in retail websites has attracted much attention due to its potential of high development. Atmosphere of online store and layout design can be effective on the structure and content provided by websites as well as on purchase intention of customers. Hence, this research aims to investigate the effect of atmosphere and layout design of online stores through mediating variables, including shopping enjoyment, impulsive and browsing behaviors. This is a survey-descriptive study conducted on 384 customers of online stores in Tehran in regard with e-retailing industry. To analyze data, structural equation modeling (SEM) and two software packages of SPSS and PLS were applied. The research results show that all effects stated in hypotheses are positive and direct except online store atmosphere.
Layout Design, Impulse Buying, Hedonistic Purchase, Online Store
