Abstract:

The increase in internet usage with the development of technology has not only affected the lives of individuals but also the way companies operate. As a result of these developments in the world, the concept of e-retailing has emerged. Virtual stores have started to give importance to the design of virtual store atmosphere in order to make a difference against competitors, to stand out and to create a sense of satisfaction in consumers. Thus, the aim of this study is to investigate the effect of virtual store atmosphere on e-satisfaction, e-stickiness and e-loyalty in the clothing industry. Accordingly, online surveys were conducted on 399 consumers selected through convenience sampling method. The data obtained were analyzed through Structural Equation Modeling. The findings of the study show that the dimensions of "front of store design, interior decoration of the store, layout and visual presentations" among the dimensions of virtual store atmosphere are effective on e-satisfaction; however, it shows that the "people and payment" dimension is not effective on e-satisfaction. Besides, the research results reveal that e-satisfaction has an effect on e-stickiness and e-loyalty, but e-stickiness does not have a significant effect on e-loyalty.

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