Purpose -This research study examines the impact of atmospheric cues, such as content, design, and navigation, on impulsive buying behavior, focusing on the mediating roles of utilitarian and hedonic browsing.Design/Methodology/Approach -The study utilized a quantitative method approach, employing SPSS and AMOS for data analysis.The convenience sampling method was used to select 363 participants as the target population, consisting of individuals 18-65 years old living in Turkey who had experience using two prominent e-store platforms.Data analysis was conducted using both descriptive and inferential statistics to describe the demographic profile and structural equation modelling (SEM) to examine the causal relationships between variables.Findings and Implications -Results showed that design and navigation features positively influence impulsive buying, but they did not significantly impact utilitarian behavior.Atmospheric features affected impulsive buying directly and indirectly.Content cues positively influenced utilitarian browsing but did not significantly affect hedonic browsing.Hedonic browsing mediated the re- SaetakSvrha Istraivanje ispituje utjecaj atmosferskih podraaja, poput sadraja, dizajna i navigacije, na impulzivno kupovno ponaanje s naglaskom na medijacijske uloge utilitarnog i hedonistikog pregledavanja.Metodoloki pristup U istraivanju je koritena kvantitativna metodologija, uz primjenu SPSS-a i AMOS-a za analizu podataka.Metodom prigodnog uzorkovanja odabrano je 363 ispitanika kao ciljana populacija osoba u dobi od 18 do 65 godina s prebivalitem u Turskoj te s iskustvom koritenja dviju istaknutih platformi za e-trgovinu.Podatci su analizirani koritenjem deskriptivne i inferencijalne statistike za opis demografskog profila te modeliranjem strukturnih jednadbi (SEM) za ispitivanje uzrono-posljedinih odnosa izmeu varijabli.Rezultati i implikacije Rezultati su pokazali da imbenici dizajna i navigacije pozitivno utjeu na impulzivnu kupovinu, ali nisu znaajno utjecali na utilitarno ponaanje.
DOI: https://doi.org/10.22598/mt/2025.37.1.73
Publish Year: 2025
