نوع مقاله : مقاله پژوهشی
عنوان مقاله [English]
Atmosphere is defined as the conscious design of the web space to create special effects for the buyer. This state is defined as the mood and emotions of the customer that occurs in the web environment and is a control feature that penetrates the customer's mood and increases the likelihood. Shopping leads. Website atmosphere, online shopping behavior, online shopping intention are examined in the present article. Therefore, considering the position of online shopping in the country's economy and the importance of understanding the factors influencing the acceptance and intention to use online shopping technology, The effect of the website on the customer's intention to buy in the online store should be examined as the main goal. The present research is applied in terms of purpose and descriptive-survey of field branch in terms of method. The statistical population of the study is people who have bought more than once from Digi Kala online store. The data collection method is a standard questionnaire and the sample size of 100 people is estimated by simple cluster sampling method. SPSS method was used to analyze the data.