This study was conducted in order to determine the effect of the virtual store atmosphere on consumers' perception towards online shopping and their intention to continue online shopping. The universe of the research is composed of consumers who reside in Istanbul and shopped at least once on the Internet in the last year. Survey application was made to the 422 people selected by convenience sampling method. The questionnaire forms consist of personal information questions and online shopping scales. Data analysis was done in SPSS 16 package program. In the analysis of the data, regression model was applied with descriptive statistics such as frequency and percentage. As a result of the research, it was determined that there is a positive and meaningful relationship between the perception of virtual stores, satisfaction with online shopping, and intention to continue online shopping.
- Virtual Store, Store Atmosphere, Online Shopping Satisfaction, Perceived Risk