Özet:

Today, the number of consumers who prefer to shop from virtual stores is increasing. In addition to the traditional store understanding, the virtual store understanding has gained new dimensions to marketing strategies. Virtual store trading has offered opportunities for to increase their profit marges with low costs in today’s competitive environment. Some of these opportunities revealed the importance of the virtual store atmosphere in the marketing activities of by consumers’ instant purchasing behaviors. The elements of the virtual store atmosphere and the social demographic structure of consumers are identified in the model, which is considered to be independent variables affecting instant purchase. In the virtual store environment, there are factors that influence consumers' immediate purchases. In this study, it was sought to measure the impact of the elements of the virtual store atmosphere and the socio-demographic characteristics of consumers on instant purchase. The survey collected data from 384 consumers through the survey method. In data analysis, identifiable statistical tests (frequency, average, percentage and standard deviation) and extractive statistical tests (correlation and regression analysis) were used. The data collected in the survey form was subjected to a normality test. Mann-Whitney-U and Kruskal-Wallis-H tests, non-parametric tests, were used to determine whether the findings statistically differ or not. The result of this study is partially recognized that there is a statically meaningful relationship between the consumer’s instant purchase behavior and the virtual store atmosphere. While consumers see instant purchasing behavior related to the virtual store atmosphere, the size of purchasing behavior is at a low level.

Anahtar Kelimeler: