چکیده:
The aim of this article is to investigate the impact of the atmosphere and perceived layout design of online stores on the impulsive online shopping behavior of customers, considering impulsive behavior, browsing behavior, and shopping enjoyment as mediating variables. This research is applied in terms of purpose and descriptive-survey in terms of data collection. In this study, data were collected using field research method and questionnaire. The statistical population includes all citizens of Tehran who have experienced at least one online purchase. Using the convenience sampling method, 384 people were selected from the statistical population for the sample size. The reliability of the questionnaire was obtained through Cronbach's alpha of 0.95, and its validity was also measured by benefiting from several experts of the statistical population and AVE, and was confirmed. Data processing was performed using SPSS and SMART PLS software. The findings of the research indicate a direct impact of the perceived layout of online stores on impulsive online shopping, but the low path coefficient for the store atmosphere is due to the significant impact of the store layout, and this amount was also significant in examining the individual effects of the store atmosphere.
خلاصه ماشینی:
One of the consequences of the penetration of the internet is the growth and development of internet retailing and online shopping (Momalainen & Meng, 2009), changes in consumer shopping habits (Yang & Lester, 2004), and changes in users' attitudes towards online shopping, and sellers tend to control the purchasing process and create a suitable atmosphere to convince people to buy their products (Yarahmadi & Karbasivar, 2011).
, have been created in Iran as well, and in this regard, we intend to answer the following questions: • Does the perceived atmosphere and layout design of online stores, considering the mediating variables of shopping enjoyment, impulsive behavior, and browsing behavior, affect customers' online impulse buying?
In their model, only the effect of atmosphere on online impulse buying behavior has been addressed, but in the present research, an attempt was made to investigate the design layout as well, considering its importance in electronic payments.
In this regard, and based on Figure 1, which is the framework of the research, the main hypothesis below can be stated: Main Hypothesis: There is a positive and significant impact between the perceived atmosphere and design layout of internet stores on customers' online impulse buying.
Conceptual Model of Research Flow and Madel Berger (2013) and Chai Ling Lee (2012) Research Methodology The present research is applied in terms of its objective; because it investigates the impact of store atmosphere and website layout design on online impulse buying and provides these factors to those concerned to use them to attract more customers.
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