The Role of Emotion in Modering the Effect of the Website Atmosphere on Online Buying Decision

This study aims to determine the effect of the website atmosphere on online buying decisions and the role of emotion as a moderating factor. The respondents are Shopee application customers. Data were collected using a questionnaire from 136 respondents. Data were processed using SEM-PLS analysis technique and moderation test using MRA. The results showed that website atmosphere variables had a positive and significant effect on online buying decision variables. This shows the website atmosphere has a role for consumers in online purchasing decisions. While the moderation test results show that the emotional variable has a negative effect on the influence of the website atmosphere on online buying decisions, this shows that the emotional variable has a weakening role. The purpose of the online shopping site is to gain profit and with the number of consumers of the shopping site user, the Shopee will be well known in the community by having a good website. Keywords--- Website Atmosphere, Emotion, Online Buying Decision, Shopee.