Abstract

This study mainly focuses on the flow experience in the online shopping environment. Based on quantitative research, it is aimed to statistically examine the relationships between virtual store atmosphere, sales promotions, the flow experience and impulsive buying within the framework of the S-O-R paradigm. In this respect, virtual store atmosphere and sales promotions are considered as external stimuli (S), flow experience as an organism (O), and impulsive buying as a consumer response (R). Another aim of the study is to examine the variables considered in terms of demographic characteristics and purchasing routines of consumers. The data of the quantitative research collected from 407 consumers accessed via an online survey within the scope of convenience sampling and the data were analyzed with SPSS 24 statistical software. The findings obtained as a result of the analyses showed that there were statistically significant relationships between all of the variables discussed. In addition, various demographic characteristics and purchasing habits of consumers showed significant intergroup differences.