E-retailing is the Internet version of classic wholesalers and retailers of goods and services. The store space is virtual. It requires strong design elements to translate the similar atmosphere effect in physical setting to virtual setting. Web is visual medium and not limited to photographs. Web sites that are informative, easy-tonavigate, attractive and in general provide a positive experience in encouraing users to take actions like making purchases. Something looks, feels and gives pleasure are just as important in technology design as function. The main objective of this study is to examine customers' perception on virtual store atmosphere and its ability to change customer's purchase intention. From the study, the results show that the atmospheric elements create virtual store ambience and experience to the customer without they themselves actually being at the premise. The influence on the perception towards the store is positive, yet they are not the strongest factors that change the consumers’ purchasing decision.

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