Effect of the Impulse Buy？ng of the Virtual Store Atmosphere

Today, the number of consumers who prefer to shop at virtual stores is increasing.In addition to the traditional to reconcept, the virtual store concept has given new dimensions to marketing strategies. Virtuals to reshopping offers opportunities for businesses to increase profit margins with lower costs in today's competitive environment. Some of these opportunities have emerged with consumers' instant buying behaviors, making the importance of the virtuals to reatmosphere in the marketing activities of businesses. Elements of the virtuals to reatmosphere and the socio-demographic structure of consumers were tested in the model considered as independent variables affecting instant purchase. In the virtuals to reenvironment, there are factors that affect consumers' instant purchases. In this study, it is aimed to measure the effects of the virtuals to reatmosphere elements and the sociodemographic characteristics of the consumers on the instant purchase. Data were collected by survey method among 384 consumers. Descriptive statistical tests (frequency, mean, percentand Standard deviation) and inferential statistical tests (correlation and regression analyzes) were used in the analysis of the data. The data collected by the questionnaire in the survey were subjected to normality test. Non-parametrictests Mann-Whitney-U and KruskalWallis-H were used to determine whether the findings were statistically differentiated. As a result of this study, it is partially accepted that there is a statistically significant relationship between consumers' instant buying behavior and virtuals to reatmosphere. Inpurchasers, instant purchase behavior due to virtuals to reatmosphere is observed, but the size of purchasing behavior is low