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Website Atmosphere, Perceived Flow and Its Impact on Purchase Intention

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. Keywords—marketing management; website atmosphere; perceived flow; purchase intention