en General Architecture General Architecture Research Paper Research Paper <span style="font-size:10pt"><span new="" roman="" style="font-family:" times=""><span style="color:black"><i>Today, people are living in an immense world that contains the co-occurrence of the real world and the digital world. Since the quality of the shopping environment in the real and digital world plays a significant role in users&rsquo; preferences, the shopping environment&rsquo;s design, even in the digital world, is important. The current study identified 51 images of shopping environments (clothing boutiques) published from 2019 to the end of 2021 on 8 architecture-related Instagram pages, with more than one hundred thousand likes. By using a quantitative-analytical method of content analysis and image coding, the present study examines the amount of &quot;materials, lighting, showcase, form and seating types, colours and space configuration&quot; as physical factors affecting Instagram consumers&#39; preferences in shopping environments. The results show that clothing racks, hidden lighting, Stone and plaster materials, sharp-edge forms, puffs, and coherence (spatial configuration) are preferred by Instagram consumers. Examination of the average HSV of the selected images indicates a high Value and low Saturation of colours. The average Hue of the images is 89.66 &deg;. The average RGB also indicates the average concentration of the green colour spectrum (consumers&#39; preferred hue). The identified effective factors in the interior design of digital stores, can increase consumers&rsquo; preferences and provide insights for future online digital shopping environment management.</i></span></span></span><br> &nbsp; Digital stores, Instagram, Image coding, Interior design, Shopping environment, Users’ preferences 0 0 http://ijaup.iust.ac.ir/browse.php?a_code=A-11-774-5&slc_lang=en&sid=1 Habib Shahhoseini habib_shh@iaut.ac.ir 180031947532846007412 180031947532846007412 Yes Faculty of Art and Architecture, Tabriz Branch, Islamic Azad University, Tabriz, Iran. Paria Donyadideh stu.pariadonyadideh@iaut.ac.ir 180031947532846007413 180031947532846007413 No Faculty of Art and Architecture, Tabriz Branch, Islamic Azad University, Tabriz, Iran. Paniz Mousavi Samimi paniz.mousavisamimi@ucalgary.ca 180031947532846007414 180031947532846007414 No School of Architecture, Planning and Landscape, University of Calgary, Canada.