Effect of Online Store Atmosphere on Purchase Intention Through Attitude Toward Website
4.8.4 Effect of Online Store Atmosphere on Purchase Intention Through Attitude Toward Website
Based on the results of data analysis that has been done, it can be seen the influence of a significant positive online store atmosphere on purchase intention Based on the results of data analysis that has been done, it can be seen the influence of a significant positive online store atmosphere on purchase intention
Kotler (2006) suggested that the store atmosphere can affect consumer emotions, as it increase the likelihood of consumer purchases. Atmosphere has an effect on consumptualism (Turley and Miliman, 2000). Levy and Weitz (2009), stated that retailers want a store design which can attract customers into the store, allowing them to easily find the desired items, keep them in long-time stores, motivate them to make unplanned purchases, stimulate purchases, and provide a fun shopping experience.
The research of Ali and Hussain (2015) proved the influence of store atmosphere (cleanliness, music, scent, temperature, lighting, color, display layout)on purchase of intention. Goswani and Mathur (2014) studied about the store atmosphere (exterior, interior, layout and visual merchandising) that consumers often pay attention in shopping centers. This study suggested that the store atmosphere has an effect on consumer purchasing intention.
Purchase intention is one of the stages in decision making process on consumer behavior. It is also explained that purchasing intention is the desire that arises after the consumer evaluates the product of some brands and then selects one brand that is in demand before making a buying decision that is affected by the attitude (negative or positive ), other consumers of the brand and unexpected situational factors (poor employee or employee service, prioritizing other needs because of the economic situation) (Kotler, 2006). However, consumers in making purchases can not be separated from the attitude of consumers themselves in assessing the product to be purchased. However, in its development, now there is a developing concept of consumer attitudes toward the website as one way to market the product. Attitudes are useful in marketing because they can measure a person's response to a particular object and tend to suggest the next action to take (Britt, in Boostrom, et al., 2013).
Attitude Toward Website is how effective the use of website by consumers related to their attitude towards the website itself. Speck (2005) found that there are some important factors of consumer attitudes toward the website namely ease of use, product information, entertainment, availability, and trust. According to Schiffman and Kanuk (2010) attitude is essentially a predisposition learned when responding to an object, like or dislike. Being predisposition means that attitude is the tendency (motivational factors) not the behavior itself. The attitude then is formed by passing through an observation, experience, and evaluation made against the object. Attitude is also expression of a person's feelings that reflect whether someone is happy or not happy, agree or disagree, like or dislike toward an object.
According to research the addition of advertising on a website ultimately will have an influence on consumer attitudes towards the website, whether the changes are positive or negative. Logically, it is understandable why internet users often have perceptions and negative attitudes toward the existence of advertising on one website.Eun and Kim (2009), also explained that attitudes toward advertising are positively related to purchase intention. Suggested an influential attitude on the selection and beliefs of purchase intention. Thus, attitude to website can increase the influence of online store atmosphere on purchase intention.
Based on this research the researcher found that Store Online Atmosphere Lazada.co.id have a significant influence on buying interest through attitude towards website. For the future Lazada should pay more attention to the online store atmosphere to create a positive consumer attitude in terms of affective, cognitive and buying behavior to create buying interest from visitors. Because one of the electronic marketing strategies that must be done is to make Store Online Atmosphere appealing to the visitors of the website Lazada.