Website Atmosphere, Perceived Flow and Its Impact on Purchase Intention

DOI

10.2991/icebef-18.2019.117How to use a DOI?

Keywords

marketing management; website atmosphere; perceived flow; purchase intention

Abstract

The online retail industry in Indonesia is growing rapidly and creating increasingly fierce competition. In online retailing, the website is the main media that should always be considered. Website must be developed in such a way as to create attraction, convenience and easiness for consumers, so as to generate purchase intention. One aspect that is still rarely studied in website development is about the websites atmosphere and how it relates to consumer behavior. This study aims to examine the effect of the websites atmosphere on consumers perceived flow and its impact on purchase intention. The method used in this research is quantitative method by applying Multiple Regression Analysis technique. Data were obtained through the distribution of questionnaires to 400 respondents who had visited the online retail website. The results showed that the dimensions of the website atmosphere consisting of virtual layout and design, virtual atmospherics, virtual theatrics and virtual social presence, had a significant effect on perceived flow. Perceived flow in turn also affects purchase intention significantly.

Copyright

© 2019, the Authors. Published by Atlantis Press.

Open Access

This is an open access article distributed under the CC BY-NC license (http://creativecommons.org/licenses/by-nc/4.0/).

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TY  - CONF
AU  - Ganjar Moh. Disastra
AU  - Bethani Suryawardani
AU  - Widya Sastika
PY  - 2019/05
DA  - 2019/05
TI  - Website Atmosphere, Perceived Flow and Its Impact on Purchase Intention
BT  - Proceedings of the 1st International Conference on Economics, Business, Entrepreneurship, and Finance (ICEBEF 2018)
PB  - Atlantis Press
SP  - 545
EP  - 548
SN  - 2352-5428
UR  - https://doi.org/10.2991/icebef-18.2019.117
DO  - 10.2991/icebef-18.2019.117
ID  - Disastra2019/05
ER  -