?Is Online Store Atmosphere a Determinant of Online Store Revisit Intention

نوع المستند : المقالة الأصلية

المؤلف

Assistant Professor of Business Administration Department of Business Administration Faculty of Commerce and Business Administration Helwan University, Egypt

المستخلص

Online purchase has increased dramatically over the previous ten years.  The growing demand increased the competition among online stores and hence, the ability to attract visitors' attention leading to actual purchase become critical for business success.  This research aims at analyzing the determinants of online store revisit intention namely online store atmosphere and its dimensions including virtual layout and design, virtual atmospherics, virtual theatrics, and virtual social presence. A thorough literature review was conducted whereby research hypotheses were developed. Structured questionnaires were distributed among a sample of 384 users of Souq.com electronically via Google forms. Statistical analysis was employed where appropriate statistical techniques were adopted to analyze the gathered data. Results revealed a significant  positive effect between virtual layout and design and virtual social presence on online store revisit intention. Moreover, an insignificant effect was reported between virtual atmospherics and virtual theatrics on online store revisit intention.  Discussion of results and managerial implications were explored.

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