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Atmospheric Effects on Shopping Behavior: A Review of the Experimental Evidence
Abstract
This review focuses on the research conducted over the years on the effects of facility-based environmental cues, or “atmospherics”, on buyer behavior. We review the pertinent literature by constructing a comprehensive table of the empirical studies in this area that focuses on the various findings associated with these investigations. This summary table indicates that atmospheric variables influence a wide variety of consumer evaluations and behaviors. In addition to discussing the findings and contributions of this literature stream, the article concludes by identifying gaps in the literature and suggesting potential future topics for atmospheric related research.
... In addition to these, atmosphere is used to meet various different terms in the literature. These can be listed as follows: "physical environment" (Baker, 1986;Han and Ryu, 2009;Hendriyani, 2018;Helmefalk and Hulten, 2017); "service extensions" (Bitner, 1992); "ambience" (Bschaden et al., 2020;Chiguvi, 2015;Stroebele and Castro, 2004); "physical evidence" (Sherry, 1998), "marketing environment" (Turley and Milliman, 2000); "economic environment" (Arnold, Handelman, and Tigert, 1996); "interactive space" (Mathwick, Malhotra and Rigdon, 2001); "environmental psychology" (Weinrach, 2000;Horng, Chou, Liu, and Tsai, 2013); "social work domain" (Tombs and McColl-Kennedy, 2003). Of these concepts, while the physical environment, physical evidence and service extensions express abstract background features, ambiance represents abstract background features that tend to affect nonvisual senses (Ryu and Jang, 2008a). ...
... Contrary to these views that focus on the interior, Berman and Evans (1995) divided the atmosphere into four categories: outdoor, indoor, design variables and point-of-purchasedecoration variables (as cited in Heung and Gu, 2012). Again, Turley and Milliman (2000) examined the restaurant atmosphere in five dimensions by including external factors. These dimensions are external variables, internal variables, layout variables, purchasing and decoration variables and human variables. ...
... According to the standard estimation values, it is clear that the highest effect is in the item "A20" (Sympathetic employees make me feel good), and the lowest effect is in the item "A21" (Employees are clean and well dressed). According to Turley and Milliman (2000), employee factors include employees (employee characteristics, employee uniforms), customers (customer characteristics, customer density, etc.) and privacy. According to Ryu and Jang (2008a), personnel/employees; It refers to the appearance and number of employees. ...
The concept of atmosphere, which refers to the design of the purchasing environment, aims to create certain emotions that increase the consumer's purchase intention. The atmosphere of any business in question can be effective in consumers' restaurant preferences. In order to gain an advantage in a competitive environment, businesses can provide customer satisfaction by conducting studies on the atmosphere. Therefore, controlling consumer behavior has become extremely important. At this point, the concept of behavioral intention formation, which is the output of consumers' purchasing process, emerges. Behavioral intention can be estimated by consumer behavior, consumers' attitudes towards behavior, subjective norms regarding behavior, and perceived control over performing the behavior. Examining the effect of restaurant atmosphere on behavioral intention after purchase is one of the factors of strategic importance for businesses. In this context, the purpose of the research is to reveal the effect of restaurant atmosphere on behavioral intention after purchasing the service. The survey form, which was created as a result of the literature review, was used as the data collection tool in the research. The research population consists of customers of Tourism Operation Certificated Restaurants operating in Ankara. Descriptive statistics CFA (Confirmatory Factor Analysis) and SEM (Structural Equation Model) analyses were used in the evaluation of data and hypotheses. According to the findings obtained as a result of the analysis, all hypotheses created for the restaurant atmosphere dimensions (facility aesthetics, ambiance, lighting, layout and employees/personnel) were supported according to the research results. When the effect coefficients of the sub-dimensions of the restaurant atmosphere scale are examined, it is seen that the highest effect is in the "layout" dimension and the lowest effect is in the "facility aesthetics" dimension. It was determined that the restaurant atmosphere has a significant and positive effect on behavioral intention.
... The ease and convenience of modern payment methods, such as contactless payments, mobile wallets and buy-now-pay-later options, reduce friction in the purchasing process. When payment is quick and effortless, consumers are less likely to hesitate and more likely to make spontaneous purchases [32]. ...
... Situational cues, such as the availability of time/ money, promotional offers, salesperson's behaviour and payment methods [32][33][34][35], are linked to the impulse purchases of consumers. Time constraints can contribute to impulsive behaviour in consumer decision-making [32]. ...
... Situational cues, such as the availability of time/ money, promotional offers, salesperson's behaviour and payment methods [32][33][34][35], are linked to the impulse purchases of consumers. Time constraints can contribute to impulsive behaviour in consumer decision-making [32]. When individuals are under time pressure, they are more likely to make quick and spontaneous purchasing decisions without thoroughly evaluating alternatives. ...
This study evaluates the role of situational cues (time availability, money availability, salesperson’s behaviour, promotional offers and payment methods) on the impulse purchasing conduct of apparel buyers in brick-and-mortar stores. The study sheds light on the key determinants of impulse purchases in offline apparel shopping by delving into the dynamic interaction between situational cues (factors) and consumer impulse-buying decisions. A survey questionnaire was used, based on previous literature, to collect primary data from 325 respondents from Delhi (NCR), India in the sample. The data were examined using regression analysis, correlation analysis and factor analysis. According to the findings of the study, impulsive apparel shopping behaviour is significantly influenced by situational cues such as time availability, money availability, salesperson behaviour, promotional offers and payment methods. In addition, the findings indicate that salespeople’s behaviour, promotional offers and payment methods are closely linked to apparel consumers' impulse buying behaviour. This study offers some recommendations for retailers to enhance their retail strategies to increase consumers' impulsive purchases of apparel.
... In examining the characteristics of the actual retail store environment, it is essential to consider several key factors. Scholars have proposed several categories for factors of the store and service environment, which can be classified into three groups: tangible, intangible, and human variables (Kotler, 1974;Baker, 1986;Bitner, 1992;Turley & Milliman, 2000). For instance, the retail environment encompasses the surrounding environment (such as music, lighting, color, and crowding), environmental design and architecture (including store size, layout, and product availability), and the social environment (which involves employee availability and helpfulness) (Baker, 1986;Baker, Grewal, and Parasuraman, 1994). ...
... Social factors encompass interactions between customers and other individuals present in the environment, such as service personnel (Berman & Evans, 2013) and other patrons (Baker, 1986;Baker et al., 2002), including the presence and behavior of individuals, such as the number, type, and conduct of other customers (Baker & Grewal, 1994). Turley and Milliman (2000) further developed this framework by introducing five additional categories that incorporate human variables, resulting in a more comprehensive model. These categories include employee availability, the salesperson's image, friendliness, and employee helpfulness. ...
... Friendly behavior from store employees contributes to a more engaging and stimulating store atmosphere (Baker, Grewal, & Levy, 1992). The number, appearance, and behavior of retail employees significantly impact customer perceptions of the store, thereby influencing customer behavior (Bitner, 1992;Turley & Milliman, 2000). Additionally, the number and friendliness of employees positively affect customer satisfaction and arousal levels, which in turn influence purchase intentions (Baker, Levy, & Grewal, 1992). ...
The entry of foreign franchise stores and shifts in customer preferences pose significant challenges for Mongolian retail establishments, potentially resulting in a loss of customers, decreased revenue, and even market exit. Consequently, it is essential to explore opportunities for market protection by offering services that align with customer preferences. This research aims to identify the environmental factors of retail stores that influence Mongolian customers' purchasing intentions and to examine whether these factors vary by age and gender. The findings indicate that women tend to focus more on various aspects of the store environment than men, while younger customers demonstrate greater attentiveness than their older counterparts. Additionally, the amount of time and money spent in stores influences customers' priorities during their shopping experiences. Understanding these differential effects can give retailers insights into optimizing the shopping experience and tailoring marketing strategies to enhance customer engagement and drive sales. Based on these insights, it is recommended to enhance the store environment to better accommodate these preferences. The results of the research can be fully utilized in the development of store employees and the ongoing research about the store environment in this field.
... Moreover, it suggested that the human atmospheric variable (i.e., Supermarket employees) was the most significant atmospheric variable, while the point of purchase and the exterior atmospheric variable were the less significant variables towards patronage intentions. The study has outlined to examine the five atmospheric variables introduced by Berman and Evans (1995) and Turley and Milliman (2000), but this study utilized a couple of atmospheric dimensions presented in such classifications. The study unveiled that supermarket employees are the most influential variable for generating patronized supermarket customers. ...
... Further, Skandrani et al., (2011) pointed out that the store atmosphere and retailing strategy gained a growing interest among academicians and several researchers focused on environmental changes and their influences, especially on customer behaviour. Also, many pieces of research stressed the need to consider the retail store environment as multidimensional factors made with music, scents, colours, lights, design, and social dimensions represent by stores employees and the impact of store atmospherics effect on the customers' emotional, cognitive and behavioural responses (Skandrani et al., 2011;Hoffman and Turley, 2002;Turley and Milliman, 2000;Bhatt et al. 2020; Barros et al., 2019, Marques et al., 2016Ettis, 2017;Elmashhara and Soares, 2020). ...
... Furthermore, Marques et al., (2016) have studied the importance of store atmosphere in the choice of hypermarkets and supermarkets and concluded that different atmospheric variables such as exterior, general interior, design, point of purchase decorations and human variables have different meanings following the store format. However, the research works on investigating the impact of atmospherics on patronage intentions is still limited (Turley and Milliman, 2000). Nevertheless, the literature provides mixed results for the effects of some antecedent variables on patronage intention outcomes (Kumar and Kim, 2014). ...
The purpose of this paper is to investigate the impact of store atmospherics on the patronage intentions of supermarket patrons in Sri Lanka, due to the lack of application of the new typology of Berman and Evans. The data were collected over mall intercept by randomly administering structured questionnaires from 200 respondents who visited eight supermarkets in Southern Province, Sri Lanka. Multiple regression and factor analysis were performed to explore the impact of five atmospheric variables on patronage intentions and to explore the significance of atmospheric dimensions. The results of the regression analysis indicated that all store atmospheric variables have a positive impact on the patronage intentions of supermarket patrons in Sri Lanka. Moreover, it suggested that the human atmospheric variable (i.e., Supermarket employees) was the most significant atmospheric variable, while the point of purchase and the exterior atmospheric variable were the less significant variables towards patronage intentions. The study has outlined to examine the five atmospheric variables introduced by Berman and Evans (1995) and Turley and Milliman (2000), but this study utilized a couple of atmospheric dimensions presented in such classifications. The study unveiled that supermarket employees are the most influential variable for generating patronized supermarket customers. The findings based on the regression analysis provided that the impact of the point of purchase variable was lowest on retail patronage and retail shoppers are not paying much attention to such type of an atmospheric variable at present due to all the supermarket retailers practising the most common pricing strategies. Findings indicated that when shoppers are getting old, they are willing to visit the supermarket which displays low prices, prices clearly and noticeably and also have a friendly, polite, and helpful sales force.
... Peningkatan persaingan di sektor ritel telah mendorong pelaku usaha untuk berinovasi dalam menyusun tata letak yang tidak hanya fungsional, tetapi juga menarik secara estetika. Minimarket seperti Alfamidi menghadapi tantangan besar dalam menciptakan tata letak produk yang dapat meningkatkan efisiensi belanja konsumen, mempercepat pengambilan keputusan, serta memengaruhi loyalitas konsumen untuk kembali berbelanja di tempat yang sama (Heizer et al., 2017;Turley & Milliman, 2000;Mathur et al., 2013). ...
... Turley dan Milliman (2000) menyebutkan bahwa tata letak yang baik memperhatikan beberapa indikator penting, seperti alokasi ruang yang tepat, penempatan furnitur yang tidak menghalangi pergerakan konsumen, serta lokasi penempatan produk yang strategis. Tata letak yang efisien membantu konsumen menemukan produk lebih cepat dan mempercepat proses pembelian (Turley & Milliman, 2000;Vrechopoulos et al., 2004). ...
... Mereka mengklasifikasikan tata letak menjadi beberapa tipe, seperti tata letak proses, tata letak produk, dan tata letak kelompok. Dalam minimarket seperti Alfamidi, tata letak produk sering digunakan untuk mengelompokkan barang berdasarkan kategori, seperti makanan, minuman, dan kebutuhan sehari-hari, sehingga konsumen lebih mudah menemukan barang yang dicari (Heizer et al., 2017;Turley & Milliman, 2000;Mathur et al., 2013). Penelitian yang dilakukan oleh Rahmah El Calculusia Mipasari (2010) juga menunjukkan bahwa tata letak produk yang baik di minimarket Alfamart dapat memengaruhi kepuasan konsumen. ...
Penelitian ini bertujuan untuk mengkaji pengaruh tata letak produk terhadap keputusan pembelian konsumen di Minimarket Alfamidi, Desa Poka, Ambon. Penelitian ini menekankan pentingnya pengaturan produk yang strategis dan terorganisir dalam meningkatkan pengalaman belanja dan efisiensi pengambilan keputusan. Pengumpulan data dilakukan melalui survei dengan menggunakan kuesioner tertutup yang dibagikan kepada 50 responden. Data yang diperoleh kemudian dianalisis menggunakan metode regresi linear sederhana untuk melihat hubungan antara tata letak produk dan keputusan pembelian konsumen. Hasil analisis menunjukkan bahwa tata letak produk berpengaruh signifikan terhadap keputusan pembelian konsumen, di mana tata letak produk menjelaskan 34,3% variasi dalam keputusan pembelian. Tata letak yang lebih baik memudahkan konsumen dalam mencari produk, meningkatkan kenyamanan berbelanja, serta mendorong loyalitas konsumen. Penelitian ini memberikan wawasan praktis bagi pengelola minimarket dan ritel lainnya tentang pentingnya merancang tata letak produk yang efektif untuk meningkatkan penjualan. Selain itu, penelitian ini juga berkontribusi dalam literatur tentang perilaku konsumen dan strategi ritel, khususnya dalam konteks minimarket.
... In academic research, sensory interaction has been limited to visual and, to a lesser extent, sound inputs [62]. Even though media types include images, text, audio, and videos embedded into social media posts [65] and hearing is as powerful a tool as sight, it does not receive enough attention from researchers [62], and when researchers have tried to delve deeper into sound, they have focused on few elements. ...
... In this way, customers have perceptions of the brand in a whole way that improves the shopping experience [48] and therefore causes a response of approach [49] or increases the purchase intention [62]. For example, in social media posts, the audio is associated with social media post likes [65]. ...
... Thus, sound stimuli influence the emotion and pleasure of the customers´ 58. Furthermore, sound stimuli are closely related to the ability to connect emotionally [65,72] because the brain stem is an ancient structure of the brain that serves several sensory and motor functions, including but not limited to, sound perception and emotion [34]. ...
The objectives of this research are as follows: (i) to study whether the presence of sound stimuli influences customer engagement; (ii) to assess this effect on different dimensions of customer engagement (sensory experience, approach-avoidance response, and emotional response); and (iii) to study whether product type and customer involvement moderate the effect of sound on customer engagement. This research analyzes the effect of two different sound stimuli for two different product types on two digital channels. The experimental design for Study 1 is a 2 sound (sound associated with the product vs. no sound) × 2 product type (hedonic vs. utilitarian) displayed in a social network (Instagram) environment. The experimental design for Study 2 is a 2 sound (voiceover vs. no sound) × 2 product type (hedonic vs. utilitarian) displayed in a blog. Both studies additionally incorporate measured variables, with a particular focus on customer involvement (low and high). A total of 512 participants interacted with a condition and then completed a questionnaire. The presence of sound increases customer engagement in the sensory experience and approaching response. The interaction of sound (voice-over) and the hedonic product positively influences the emotional response, and customer involvement negatively moderates the influence of sound on the sensory experience.
... Tangibles encompass the observable aspects of a retail store, including its physical structure, layout, equipment, and product presentation, influencing customers' perceptions of service quality (Alic et al., 2017). Rooted in the service quality model, tangibles play a vital role in shaping customers' initial impressions and subsequent evaluations of the service (Turley & Milliman, 2000). Environmental elements like lighting, music, and overall ambiance contribute to creating a pleasant retail setting, impacting consumer opinions and behaviors, and thereby enhancing a store's tangible attributes (Michon et al., 2008). ...
... Responsive employees contribute significantly to creating a positive service experience and fostering customer trust and satisfaction (Sum & Hui, 2009). Studies indicate that proactive assistance and guidance from employees in product discovery enhance the overall shopping experience, emphasizing the importance of responsive interactions (Turley & Milliman, 2000). Beyond timeliness, effective responsiveness involves empathy and understanding, significantly impacting perceived service quality and building trust between customers and the retail organization (Slatten et al., 2011). ...
... Responsiveness, Assurance, and Empathy appear as key determinants of customer repurchase intention inside retail chain stores due to their observant, trustworthy, and empathic characteristics (Turley & Milliman, 2000). Customers are more likely to return to these retail locations if they receive prompt responses to their demands, create a sense of confidence and trustworthiness, and foster sympathetic connections. ...
Purpose: The study aims to identify how various aspects of service quality impact customer repurchase intention in retail chain stores in Bangladesh. Methodology: The study has been conducted following the quantitative research method. Data were gathered from 100 shoppers via direct surveys done at multiple retail chain stores in Khulna city of Bangladesh. A questionnaire with a five-point Likert scale was used in the study to collect consumer feedback on several elements related to service quality and repurchase intention. SPSS 25 (Statistical Package for the Social Sciences) was used to analyze the data for Reliability tests, correlations analysis, and regression analysis. Findings: The data show that responsiveness, assurance, and empathy have a substantial effect on customers' likelihood of repurchasing from retail chain stores. Surprisingly, tangible elements such as store appearance and reliability had little influence on customers' propensity to return. Practical Implications: According to the findings, retailers should focus on developing a customer-centric strategy that emphasizes prompt service, trust-building efforts, and encouraging sympathetic relationships. Originality/Value: The study has transformative potential for the retail chain sector, guiding strategic adjustments for enhanced customer experiences, competitive advantages, and long-term growth. Limitations: While the study provides useful insights, its limitations include a limited geographic scope, small sample size and inherent biases caused by the convenience sampling method. To clarify subtle customer behaviors across multiple retail landscapes, future research should include broad retail segments and locales.
... Tangibles encompass the observable aspects of a retail store, including its physical structure, layout, equipment, and product presentation, influencing customers' perceptions of service quality (Alic et al., 2017). Rooted in the service quality model, tangibles play a vital role in shaping customers' initial impressions and subsequent evaluations of the service (Turley & Milliman, 2000). Environmental elements like lighting, music, and overall ambiance contribute to creating a pleasant retail setting, impacting consumer opinions and behaviors, and thereby enhancing a store's tangible attributes (Michon et al., 2008). ...
... Responsive employees contribute significantly to creating a positive service experience and fostering customer trust and satisfaction (Sum & Hui, 2009). Studies indicate that proactive assistance and guidance from employees in product discovery enhance the overall shopping experience, emphasizing the importance of responsive interactions (Turley & Milliman, 2000). Beyond timeliness, effective responsiveness involves empathy and understanding, significantly impacting perceived service quality and building trust between customers and the retail organization (Slatten et al., 2011). ...
... Responsiveness, Assurance, and Empathy appear as key determinants of customer repurchase intention inside retail chain stores due to their observant, trustworthy, and empathic characteristics (Turley & Milliman, 2000). Customers are more likely to return to these retail locations if they receive prompt responses to their demands, create a sense of confidence and trustworthiness, and foster sympathetic connections. ...
Purpose: The study aims to identify how various aspects of service quality impact customer repurchase intention in retail chain stores in Bangladesh. Methodology: The study has been conducted following the quantitative research method. Data were gathered from 100 shoppers via direct surveys done at multiple retail chain stores in Khulna city of Bangladesh. A questionnaire with a five-point Likert scale was used in the study to collect consumer feedback on several elements related to service quality and repurchase intention. SPSS 25 (Statistical Package for the Social Sciences) was used to analyze the data for Reliability tests, correlations analysis, and regression analysis. Findings: The data show that responsiveness, assurance, and empathy have a substantial effect on customers' likelihood of repurchasing from retail chain stores. Surprisingly, tangible elements such as store appearance and reliability had little influence on customers' propensity to return. Practical Implications: According to the findings, retailers should focus on developing a customer-centric strategy that emphasizes prompt service, trust-building efforts, and encouraging sympathetic relationships. Originality/Value: The study has transformative potential for the retail chain sector, guiding strategic adjustments for enhanced customer experiences, competitive advantages, and long-term growth. Limitations: While the study provides useful insights, its limitations include a limited geographic scope, small sample size and inherent biases caused by the convenience sampling method. To clarify subtle customer behaviors across multiple retail landscapes, future research should include broad retail segments and locales.
... Both appealing products and positive store policies contribute to positive emotional states by providing enjoyable shopping experiences. Tourists' perceptions of product quality and store policies significantly impact their overall shopping, influencing their likelihood of returning for future visits (Turley and Milliman 2000). Managers can effectively cater to tourists' hedonic preferences by emphasizing attractive products and implementing favorable policies, thereby fostering enhanced shopping experiences and encouraging repeat patronage. ...
... The study also revealed that "experience with in-store and out-store ambience" and "experience with products" are significant predictors of shoppers' utilitarian value-seeking. A well-designed store ambience facilitates efficient navigation for shoppers, a critical aspect of utilitarian shopping (Turley and Milliman 2000). This functional efficiency enables shoppers to quickly find and assess products with minimal effort. ...
... When consumers experience positive emotions during shopping, they develop deeper emotional connections to the store or brand. Ambience enhances emotional experiences, fosters attachment to the store, and improves loyalty through a positive mood (Turley and Milliman 2000). These results point towards the importance of perceived shopping values in determining affective shopping attachment, further supporting the notion that the two variables measuring perceived shopping values are not mutually exclusive (Chua et al. 2018). ...
Although the tourism shopping experience is growing in volume and importance, there is a lacuna about how the experiential facets of tourism shopping shape tourists' attitudes and behaviors. Therefore, this study aims to provide a broader understanding of this, by exploring the structural relationships between tourism shopping experiences, tourism shopping value, affective attachment, and behavioral intention. Data were sourced from 500 international tourists who had shopping experiences in Ghana. Results showed that experiential facets of in‐and‐out of store ambience, product, and store policy, all significantly inform hedonic and utilitarian shopping values. Both utilitarian and hedonic values positively influenced affective attachment and behavioral intention. The results of this study have academic and practical implications, as they shed light on understanding the cognition‐affect‐behavior relationships in a tourism shopping context.
... Retail design has achieved its status in retail management and marketing, while it is still an emerging discipline in interior design and architecture. Therefore, retail design studies in architecture and interior design can take advantage of other background disciplines such as marketing and psychology, which have already focused on studying the environment and user behavior (Turley and Milliman 2000). Architects and interior designers need to understand and study the details of architectural elements and interior spaces in retail design that contribute to the shopping environment. ...
... Source: Mehrabian and Russell 1974 Berman and Evans (1995) divide the retail environment into five categories: the external store environment, the internal store environment, the store layout, the facade, and the point of purchase. Turley and Milliman (2000) suggest that atmospherics can be expanded to include human variables in the retail environment. Exterior elements include the store facade, exterior display windows, entrances, and store signage. ...
... areas (Turley and Milliman 2000). According to Devlin (2003), customers perceive a store's appearance as more valuable and effective when the image of the store matches the image in the customer's mind. ...
... With the presence of stimuli in the elements of the store atmosphere, consumers will receive a push toward purchasing behavior (Shahid et al., 2022;Lindblom, 2023;Le et al., 2024). Environmental setting stimuli (atmospheric stimuli) in a retail setting are categorized into five categories, including external, general interior, layout and design, point-of-purchase and decoration, and human variables (Turley and Milliman, 2000). In the context of product purchases within a retail environment, store layout and interior display play a crucial role in influencing consumer perception (Tlapana, 2021;Oğuzhan and Ultav, 2022;Alawadhi and Yoon, 3026). ...
... Store layout consists of space design and allocation, placement of merchandise, grouping of merchandise, workstation placement, placement of equipment, placement of cash registers, waiting areas, waiting rooms, department locations, traffic flow, racks and cases, waiting queues, furniture, and dead areas. Meanwhile, interior display consists of point-of-purchase displays, signs and cards, wall decorations, degrees and certificates, pictures, artwork, product displays, usage instructions, price displays, and teletext (Turley and Milliman, 2000). As an important element in supporting purchasing decisions, understanding the types and selecting elements of store layout and interior display will become a strategy to maximize batik sales in the retail industry (Jang et al., 2018;Khan et al., 2022). ...
... Point-of-purchase includes product displays, point-of-purchase displays, posters, signs, cards, teletext messages, and wall decorations. Human variables include customer crowding or density, privacy, customer characteristics, personnel/employee characteristics, and employee uniforms (Turley and Milliman, 2000). In this section, we will focus mainly on the layout and briefly discuss the effect of interior variables. ...
... Numerous studies have examined how various atmospheric stimuli, including music, aroma, and crowding, affect evaluations (e.g., satisfaction and store image) and behavioral responses (e.g., time spent, sales, and impulse buying) in retail environments (Turley and Milliman, 2000). In this section, we will review these stimuli. ...
... Bitner (1992) laid down the foundational conceptualization of the servicescape in a theoretical manner, which was not based on empirical evidence or any contextual settings. Previous studies which used Bitner's (1992) servicescape framework mostly adopted a quantitative approach (Selem et al., 2023;Turley & Milliman, 2000;Hooper et al., 2013;Lockwood & Pyun, 2019;Chui et al., 2010) Servicescapes are essential because they have a significant impact on the behaviour, perceptions, and attitudes of customers (Bitner, 1992). For example, better levels of client satisfaction with the service provider would result from maintaining a clean and sanitary atmosphere for providing the service. ...
... In the context of beach resorts, it is the interior and exterior design of the resort that creates an impressive and memorable image in the minds of the guests as it represents the resort's identity and style (Selem et al., 2023). On the other hand, in a retail shop setting, customers base their evaluation on the social aspects and ambience of the retail store (Turley & Milliman, 2000). In another research focusing on retail shops, the dimensions of servicescapes that influenced overall service quality and behavioral intention were employee service quality, ambience, space, hygiene, design and equipment (Hooper et al., 2013). ...
This paper explores how different dimensions that form the overall servicescape of Zoo Negara Malaysia impact visitors’ memorable tourism experiences (MTE). The servicescape concept, which describes the overall physical environment within a service setting that can be controlled by the organization, is adopted for the study. In other words, it is suggested that physical cues such as animal conditions, zoo layout, design and facilities may be used by zoo operators to create memorable tourism experiences. Aspects of MTEconsist of knowledge, hedonism, meaningfulness, refreshment, local culture, novelty and involvement. A conceptual framework is proposed to investigate the relationship between zoo servicescapes and memorable tourism experience. It is expected that this study contributes towards existing academic research related to zoo tourism and provides insight into how zoo operators could design and manage their zoological facilities to increase visitor numbers.
... This model is known as S-O-R (Stimulus-Organism-Response) and has been widely developed in the academic literature on consumer behavior.This model was used to explain the connection between environmental factors and the approach and avoidance behaviors in the pertinent environment, all of which are impacted by the individual's emotional actions under the different "states" that the environment stimulates.As e-commerce grew in popularity in 2001, numerous studies were released to evaluate the S-O-R model's applicability in the context of online retailers (Ha and Lennon, 2010), where physical stores are replaced by "enriched" virtual environments for the shopping experience (Eroglu et al., 2001;Ha and Lennon, 2011). There is a wealth of research on the S-O-R model in a real-world (physical store) context that examines how different aspects of store or point-of-sale stimuli (exterior, interior, design, display, and staff) impact buyers and sellers and the responses or behaviors that follow (Turley and Milliman, 2000).Authors like (Childers et al. 2001) have expanded the S-OR model to include the idea of "digital atmosphere" or "webmospherics," which pertains to another facet of the omnichannel reality. The growth of omni channel retailing has taken a significant pace and consumers have immersed themselves in this digital realm and seek convenience and trust in their shopping journey. ...
Retailing is undergoing a remarkable transformation brought by recent advances in technology. Technology developments, shifting customer habits, and globalization have all had a major impact on the retail industry throughout the years.The advent of omnichannel shopping has completely changed how conventional e-commerce companies’ function, which has led to significant adjustments in customer expectations and decision-making procedures. With this in mind the purpose of the current paper is to provide comprehensive and concise state of the art of literature review in omnichannel retailing. We study the Stimulus- Organism- Response framework to understand the decision of omnichannel shoppers. The present investigation is based on a thorough analysis of existing research papers, which were found after a thorough search of different databases like EBSCO, Google Scholar, Web of Science covering the work of last five years. This body of work was carefully examined in order to examine its goals, approach, and main contributions. Apart from doing a thorough analysis of the research, we also contribute to the body of literature by understanding the evolution of omnichannel retailing and how it has changed the decision power of consumers.
... People respond not to individual elements but to the overall ambiance they create, leading to physiological, cognitive, and emotional reactions that manifest in personal and social behaviors. Understanding this process of servicescape reveals its role and importance within the service environment and provides a foundational framework for researching user behavior in relation to servicescape [11][12][13][14][15]. ...
... This study does not align with Utami's statement (2010), which states that store atmosphere includes a combination of store characteristics such as layout, lighting, and cleanliness. Likewise, the results of this study support the explanation of Turley and Milliman (2000), which states that store atmosphere is more inclined to stores that sell hedonic goods, compared to stores that sell convenience goods and utilitarian products such as MDC Mart Grosir. ...
Tujuan Penelitian ini menganalisis pengaruh store atmosphere dan brand image terhadap keputusan pembelian konsumen. Metodologi Metode survei digunakan dengan sampel 66 responden. Teknik pengumpulan data dilakukan melalui kuesioner. Model Persamaan Struktural (SEM) yang difasilitasi oleh perangkat lunak SmartPLS digunakan untuk analisis data. Temuan Hasil penelitian menunjukkan store atmosphere berpengaruh positif namun tidak signifikan, sementara brand image berpengaruh positif dan signifikan terhadap keputusan pembelian.. Saran Kepada pimpinan toko untuk terus meningkatkan store athmosphere dan mempertahankan kualitas untuk memperkuat brand image.
... Uji signifikansi bertujuan untuk mengetahui besar pengaruh variabel independen terhadap variabel dependen (Turley & Milliman, 2000). b. ...
... 4. Retail Environment: Aesthetics play a crucial role in shaping the atmosphere and ambiance of retail environments. Turley and Milliman (2000) argue that aesthetic factors such as store layout, decor, and music contribute to consumers' perceptions of a store's image and quality. Retailers carefully design their physical spaces to create immersive and engaging shopping experiences that align with their brand identity and target market preferences. ...
This paper explores the profound influence of aesthetics in product advertising. Aesthetic appeal plays a pivotal role in capturing consumer attention, fostering emotional connections, and shaping brand perceptions. Through an interdisciplinary examination of psychology, marketing, and design principles, this paper delves into the mechanisms through which aesthetics impact consumer behavior and purchase decisions. By analyzing case studies and empirical research, it elucidates the significance of visual and sensory elements in advertising campaigns. Additionally, the paper discusses the ethical considerations and challenges associated with leveraging aesthetics in advertising practices. Ultimately, it underscores the critical role of aesthetics in creating compelling narratives and enhancing brand engagement in the competitive marketplace. We, therefore, recommended the following: The management of manufacturing firms / advertisers should allocate resources to enhance the visual appeal of advertisements, ensuring that they are aesthetically pleasing and attention-grabbing,: incorporate storytelling techniques that evoke emotions and resonate with the target audience, leveraging the power of narrative to create meaningful connections, and establish a consistent aesthetic style across advertising campaigns to reinforce brand identity and enhance brand recognition, among others.
... Design a questionnaire for the three variables of perceived value, repeat purchases, and shopping experience in the e-commerce live broadcast scenario, and analyze the influence mechanism between perceived value, repeat purchases, and shopping experience through questionnaire data (Turley & Milliman, 2000). ...
During the 618 Shopping Festival in 2023, Douyin's e-commerce live streaming logged 42.02 million hours, marking a 177% surge in sales from the previous year. Taobao witnessed a 66% increase in live streaming rooms, with sales exceeding one billion RMB, and a 60% uptick in viewership compared to the prior festival. Pinduoduo recorded a remarkable 1.1 billion orders during the event. These stats underscore the market dominance of e-commerce live streaming, showing its potential as the primary shopping method on online platforms. Consumer repeat purchases bolster cash flow, deplete inventory, and signify trust in products, platforms, or brands, thereby enhancing brand value through loyal fan bases. Thus, understanding consumer repeat purchase behavior is vital for e-commerce success. Consumer-perceived value significantly influences shopping decisions and repeat purchases, particularly in e-commerce live streaming contexts, where its impact warrants further exploration. Empirical analysis demonstrates that consumer-perceived value positively influences repeat purchase behavior, with social value exerting the most significant impact among product, service, emotional, and social values.
... When the servicescape meets travellers' emotional needs and creates a positive impression, it increases the likelihood of destination attachment (Vigolo et al., 2020;Yin et al., 2023). The physical aspects of a destination's servicescape -such as architecture, cleanliness, and ambiance -play a vital role in influencing consumer behaviour and decision-making by shaping attitudes and emotional responses (Turley, 2000). A favourable servicescape can therefore directly impact tourists' behaviour and choices. ...
Despite extensive research on brand gestalt, the influence of DestinationBrand Gestalt (DBG) on Destination Brand Equity (DBE) remains largelyunexplored, highlighting a significant gap in both theory and practice.This study investigates the impact of DBG on five DBE variables: brandassociation, awareness, image, loyalty, and perceived quality, focusing onBali, a globally renowned tourist destination. Survey data collected from305 foreign tourists were analysed using Structural Equation Modeling(SEM) via SmartPLS. The results reveal that DBG significantly enhances allfive DBE variables, offering theoretical insights into the role of holisticbrand perception in shaping brand equity. Practically, these findingsprovide guidance for policymakers in developing initiatives to enhancea destination’s holistic appeal, ultimately strengthening its brand equity.
... The S-O-R theory initially proposed by Mehrabian and Russellin in 1974, the stimulus-organism-response (SOR) theory has attracted attention of researchers over the past several decades in various fields of study due to its intuitive and powerful exploratory nature in investigating human behaviours . The S-O-R theory is construct by three main parts, the independent variable part (stimulus), the mediating variable (organism), and the dependent variable (response) (Turley & Milliman, 2000). Based on the theory, Mehrabian and Russell suggesting that environmental stimuli (S) that affect consumer emotional reaction (O) that result in evoking behavioural responses (R) (Kim & Lennon, 2013). ...
Research aims: This paper examines the intention of repurchase towards biobased detergent among Malaysian consumers using the Stimulus- Organism-Response (SOR) theory. Design/Methodology/Approach: This study used a purposive sampling technique to gather 349 responses for data analysis. Research findings: The findings in this paper shows performance expectancy, environmental concern, product, promotion, and place have a significant relationship to intention to repurchase for biobased detergent. Meanwhile the effort expectancy, social influence, and price have an insignificant relationship to repurchase intention of biobased detergent. Theoretical contribution/Originality: This research provides valuable insights to stakeholders to understand the factors that influence repurchase intention to help their businesses develop and market sustainable products effectively. Practitioner/Policy implications: Examining consumer inclination to repurchase biobased detergents can aid the Malaysian government in assessing the efficacy of related initiatives and making regulatory adjustments as necessary. Research limitation/Implications: The research only focuses on biobased detergent users.
... J. Baker et al. (1994) conceptualize the store atmosphere as a composite construct comprising ambient elements such as temperature and music, design elements about the store's layout, and social elements encompassing the behaviors of staff and customers. Turley and Milliman (2000) identified five factors characterizing the store environment: the external environment, general interior, store layout, design, merchandising spots, and human variables. Lam (2001) noted that the store environment includes internal and external aspects, merchandise layout, and elements like music or lighting. ...
This study examines the effects of place atmosphere on place attachment and loyalty, considering the mediating role of place image. This study employs a structured questionnaire methodology, dividing the instrument into five sections: place atmosphere, place attachment, cognitive image, affective image, and loyalty, as the basis for questionnaire design. The measurement of each unit within the questionnaire adopts a Likert five-point scale, with 258 valid questionnaires collected from coffee shop customers. The analysis encompassed descriptive statistics, reliability and validity assessments, goodness-of-fit, and hypothesis testing. The empirical findings revealed the following: (1) Place atmosphere positively influences place attachment. (2) Place attachment positively affects place image. (3) Place image had a positive impact on loyalty. (4) Place image acted as a full mediator in the relationship. Furthermore, the study findings reveal that place attachment does not directly impact loyalty, and place image acts as a complete mediator. This differs from the commonly perceived outcomes; hence, managers should emphasize the establishment’s image creation.
... Suasana Pasar secara umum dapat disebut sebagai semua elemen fisik dan non fisik pasar yang dapat mempengaruhi perilaku pembelanja terhadap barang yang ditawarkan penjual [2]. Selain itu, [3] menyarankan lima kategori atmosfer: variabel eksternal, variabel interior umum, variabel tata letak dan desain, variabel titik pembelian dan dekorasi, dan variabel manusia. Penelitian tentang atmosphere pasar telah diteliti oleh peneliti sebelumnya di luar Indonesia [4]- [11]. ...
Market atmosphere is an important aspect that must be considered by architects, market managers, and traders so that buyers feel comfortable and safe in the market. The market atmosphere will have an impact on the interests and behaviour of buyers. Previous research on market atmosphere failed to pay attention to traditional markets. The traditional market is still an important medium interaction for social and cultural gatherings and meeting demand and supply. This study aims to describe the atmosphere component of a traditional shop/market in Painan, Pesisir Selatan Regency. Using six components identified through a comprehensive literature review: Market cleanliness, Market scent, Air conditioning, Lighting, Colouring, and the appearance and layout of the building. Buyers in the market are used as respondents. Research data is primary data obtained through surveys. The analysis method uses descriptive and comparative analysis methods. A total of 71 buyers participated in this study. The results showed that the atmosphere of traditional shops/markets was inadequate both from the components of cleanliness, smell, air conditions, lighting, colouring, and the appearance and layout of the building. After testing the difference between sex and education level, only one component significantly differed between men and women (lighting) and education level (colouring). The research suggests that the government should revitalize the Painan traditional market into a highly attractive market to remain competitive in the era of the industry revolution 4.0.
... -Lupiyoadi (2001) and Soriano (2002) highlight the importance of selecting a strategic location and creating an attractive physical environment to appeal to consumers. -The physical environment, including factors such as color, aroma, and interior layout, also influences consumers' emotions and behavior, as discussed by Baker et al. (1994) and Turley & Milliman (2000). 4. Consumer Satisfaction - Hansenmark & Albison (2004) and Bitzer & Zeithaml (2003) explain that consumer satisfaction occurs when their expectations are met after using a product or service. ...
p>This study aims to analyze the influence of food quality, price, location, and environment on consumer satisfaction at Daja House Restaurant in Lampung City. The study was conducted with customers who had visited the restaurant at least three times within a six-month period. The research used a quantitative method with purposive sampling, targeting Daja House Restaurant customers. Data was collected through questionnaires distributed via Google Forms. A total of 55 valid responses were received. The data was then processed using SmartPLS 4.0 software for testing indicator validity, variable reliability, and the research model using R². The results showed that food quality had no significant effect on consumer satisfaction. However, location and environment were found to have a positive influence on consumer satisfaction, and price also had a positive effect on consumer satisfaction. Based on these findings, the study recommends that the restaurant's management pay more attention to the location and environment in terms of the restaurant's facilities and atmosphere to attract more consumers. In addition, the price should remain affordable to maintain consumer satisfaction. Therefore, the management should continue to ensure that the prices offered to consumers are reasonable.</p
... Bu aşamada pazarlama faaliyeti tarafından kullanılan tüm araçlar, tüketicinin zihnine belirli bir duyguyu aşılama veya tüketicinin ihtiyacına yönelik öneriler sokma amacıyla karakterize edilir. İşletmeler tüketicilerin satın alma kararlarını etkileyebilmek için bir dizi somut ve somut olmayan çevresel faktörlerden (mağaza atmosferi gibi) faydalanabilir (Turley ve Milliman, 2000). Örneğin, mağaza tasarımının veya mağazada çalınan müziğin tüketiciler üzerinde belirli duygusal etkiler yaratabileceği ve satın alma olasılıklarını artırabileceği iddia edilebilir (Dubé ve Morin, 2001). ...
kitabın bu
bölümünde, pazarlamanın hangi alanlarında hipnotik kelimelere
başvurulduğu, bu kelimelerin neler olduğu ve ilgili kelimelerin
ürün veya markalar hakkında fikir veya telkin aşılamak için
nasıl güçlü bir araç olabildiğini ortaya koymak amaçlanmıştır.
... Inspired by Turley and Milliman (2000) and Tranfield et al. (2003), a systematic literature review (SLR) was carried out to make the results reliable, verifiable, and reproducible. The proposed TCCM Framework by Paul and Rosado-Serrano (2019) was followed to analyze theory development, context, characteristics, and methodological approaches for previous studies to build cumulative knowledge in the field. ...
This study aimed to analyze the existing literature between 2010-2022 that covers brand performance as a highly relevant issue in the field of Brand Management and provide an accurate mapping of theoretical contributions by studying research outcomes, methods, approaches, and measurements, across empirical studies (MacInnis, 2011). Considering the potential influence of internal and external factors of the organization on brand performance, there needs to be more conceptual development and a systematic examination of how researchers in brand management should conceptualize and measure brand performance properly. The findings and future research agenda are presented under the TCCM Framework proposed by Paul and Rosado-Serrano (2019). The results suggest that 1) analyzing the characteristics and context of the market in which the brand is present before the definition of its evaluation is of the utmost importance, due to brand performance is the result of synergistic relationships between different internal and external factors, and stakeholders of the organization; 2) previous studies had focused on addressing multinational brands in developed markets, which make necessary to build new knowledge by considering the smaller brands, different types of markets and economies; and 3) identifying determinants of brand performance is as relevant as measuring it. Finally, we contributed with additional and actionable steps for researchers to systematically improve research and managerial practice in the future.
... Environmental psychologists believe that consumers will have internal and external reactions after being stimulated by external factors [23]. Judging from the -stimulus-organism-response‖ theory and the service scenarios model (cognition-emotion-evaluation and judgment), some scholars agree that the environmental elements of the service scenarios will influence the physiology, emotion, cognition, and behavior of customers, which then will have an impact on their service evaluation and willingness to consume [33]. ...
With the rapid development of the immersive service scenarios, the practical problems of the tourism industry have gradually undergone qualitative changes, and the core contradiction has changed from the simple "tourism attraction" to the more complex "tourism experience quality" problem. In the process of "immersive experience", "emotion" plays a powerful guiding role in the immersive scenarios design, guiding tourists to real-time interaction, immersive and emotional resonance. Therefore, emotional experience has become the key in the development of immersive service scenarios. This study collects the data of tourists in Wenheyou through a questionnaire of tourists' emotional experience test, and discusses the tourists' emotional experience needs, effects and improvement strategies under the background of the three-stage characteristics of immersive scenarios and emotional interaction. Tourists' emotional experience and Word frequency by ROST CM (ROST Content Mining System) 6.0, was employed for data analysis. The study elucidates that within the Wenheyou immersive service scenarios, the physical service environment, cultural stimuli, and service products serve as primary catalysts for fostering positive emotional experiences among tourists. Drawing on psychological theories and utilizing the PANAS (Positive Affect and Negative Affect Schedule) scale and Robert Plutchik's emotion wheel model, the research delves into tourists' emotional experiences within the Wenheyou immersive service scenarios. It identifies key factors shaping positive and negative emotional experiences, offering valuable insights for service enterprises to enhance tourists' emotional quality.
... Additionally, Gobe (2009) focused on visual perception, categorizing it into various visual elements such as color, lighting, shadow, and shape. The main scholars who have studied lighting and its effects include Kotler (1973), Donovan et all., (1994), Baker (1986), Bitner (1992), Arena Kim (1994), Baker, Grewal, and Parasuraman (1994), Turley and Milliman (2000), Hoffman and Turley (2002), Pegler (2012), Berman and Evans (2018) and Levy and Grewal (2023). ...
This research aims to investigate how store lighting influences purchasing decisions among Mongolian consumers, using the Theory of Reasoned Action (TRA) as the theoretical framework. The study focuses on factors such as store lighting, purchase intention, and consumer decision-making. A survey was conducted among customers of nine major chain stores in Ulaanbaatar city of Mongolia to explore the relationship between store light and consumer purchase decisions. A sample of 412 customers of the 18-34 age group was selected and surveyed. The study reveals that store environment lighting significantly impacts purchasing decisions through its effect on the customer's intention to purchase. Store light in different variations directly influences purchasing decisions, highlighting its importance in shaping consumer behavior. The research demonstrates that effective management of store lighting can enhance consumers' desire to purchase and positively impact their decision-making process. These findings are valuable for improving store lighting and further research into the store environment.
... An analysis by McKinsey reveals that digital strategies and analytics represent significant challenges even for digital leaders, suggesting the need for more am-mon (2020) argues that creativity and innovation are essential for developing marketing strategies that capture consumer attention and loyalty. Turley & Milliman (2000) point out the layout and design variables as the dimensions of store atmosphere which include the design and allocation of space, merchandise placement and grouping, equipment and cashiers location of, waiting areas, traffic flow, location of departments, and furniture. ...
Dilemma: This teaching case raises a fundamental question:
Are the current company’s marketing strategies able to
sustain its growth, or should it consider focusing on digital
transformation?
Educational objective: To empower students in debating
complex issues, proposing alternatives for the company’s
future and considering business strategy, digital
transformation, and consumer behavior.
Background: The data collection for the case comprised
an in-depth interview with the group’s vice president and
documentary analysis based on news and information
about the retail group on the Internet and social networks.
The results indicated that the usage of heuristics, such as
anchoring, significantly impacts consumer choices.
Main topic: The marketing strategies of a food retail
company, Grupo Supernosso, in Belo Horizonte (MG), Brazil,
from the perspective of Consumer Behavior. It uses the
Theory of Planned Behavior and the Theory of Heuristics as its
theoretical bases. The case investigates how the company’s
actions can influence consumers’ purchasing decisions,
such as the organization of products on the shelves and the
architecture of the stores.
Audience: Undergraduate and postgraduate marketing
students and training programs for marketing and
management executives.
Originality/value: This study offers opportunities for
learning and debate about the future impacts on businesses,
considering that the competitive edge is based on the
emotional components of the consumer experience. The
case stimulates critical reflection on innovative alternatives
for sustaining the company in the face of emerging digital
disruptions.
Keywords: Consumer behavior. Teaching case. Food retail.
... The retail and manufacturing industries strive to increase sales by focusing on various elements such as store environment, layout, and advertising. It is well known that factors like atmosphere, crowding, background music, and speech influence the willingness to buy [1][2][3]. These stimuli are not simple determinants of the willingness to buy, and it is suggested that their relationship is non-linear. ...
The retail industries strive to enhance the willingness to buy through various elements, such as store environment, layout, and advertising. Speech is one of the most effective methods used in advertising, particularly in broadcast advertising. Our previous study indicated that the stimulus-organism-response (SOR) theory, using emotional states, can partially explain the effect of advertising speech on the willingness to buy. It suggests that emotional states alone are not sufficient to explain this effect. In this study, we conducted an experiment to determine whether adding semantic primitives to the emotion-mediated SOR model could completely mediate the impact of advertising speech on the willingness to buy. During the study, participants listened to speech with modified features (mean fundamental frequency (F0), speech rate, or standard deviation of F0) and rated their willingness to buy the advertised products, as well as their own emotions and semantic primitives. We found that adding semantic primitives as a mediator can completely mediate the willingness to buy from the standard deviation of F0 in the advertising speech. These results will be useful for developing speech synthesis methods aimed at increasing people’s willingness to buy.
With globalization and the transformation of socio-cultural structures, the focus of spatial design has shifted from functionality to perceptual experience and atmospheric creation. This study draws on the spatial perception theory and the phenomenology of perception to examine how sensory subjects perceive and respond to the physical attributes of space. It explores key elements that shape spatial experiences, including lighting, color, spatial form, sound, material, and scent, all of which contribute to the construction of emotional ambiance and the perceptual character of interior environments. Based on this foundation, this study proposes multi-sensory design strategies for interior spaces, including the following: (1) visual perception: modifying color and lighting to establish emotional ambiance and enhance spatial depth; (2) auditory perception: crafting soundscapes that deepen immersion; (3) tactile perception: designing both direct and indirect tactile experiences; and (4) olfactory and gustatory perception: incorporating scent design to evoke memory and forge emotional connections. To demonstrate the practical potential of these strategies, this study presents a conceptual design case of a coffee roasting factory in Suzhou. The design integrates visual, auditory, tactile, olfactory, and gustatory elements to enhance users’ overall spatial perception through multi-sensory coordination. This study ultimately seeks to provide theoretical insights into practical design strategies, highlighting the importance of perceptual experience in improving spatial quality and guiding future interior design practice.
Objective: Product knowledge is the depth of understanding a consumer, particularly those who shop online, has about a particular brand or product. The primary goal of this study was to determine how product presentation and information related to online buyers' decisions to buy are related. Theoretical Framework: This study is based on the Consumer Decision-Making Model and the Elaboration Likelihood Model, bringing to light the relationship between product knowledge, presentation, and purchase decisions in online shopping. The familiarity and depth of knowledge about the product would affect the perceived value and trust. Images, descriptions, and product reviews are persuasive tools that affect cognitive and emotional responses. The ELM suggests that highly knowledgeable consumers process information through the central route (detailed evaluation). In contrast, less knowledgeable consumers rely on peripheral cues (aesthetics, branding). This interaction shapes online purchase behaviour, emphasizing the role of clear, engaging product information. Method: It is possible to synthesize the respondents' behavioural approach using analytical parameters. An explanation of the problem-solving process was part of the behaviour science framework. For the analysis, almost 400 complete responses were taken into account. The questionnaire asked questions about the respondents' demographics as well as how they used internet resources to make purchases. Results and Discussion: The majority of the respondents 53.3% were female and fell between the 21–45 age range. Nearly 69.8% of the participants made purchases online, and 42.0% utilized it for three or four data points per week. In this study, the range of the Cronbach's alpha was 0.721 to 0.809, showing good reliability. In this study, the average score for product information was 3.949, for product presentation it was 3.91, and for buy decision it was 3.85. Given that the p value was less than 0.05, the first hypothesis that there is a link between product information and purchase decision was accepted. The p value for the second hypothesis, which posited a relationship between product display and purchase decision, was likewise less than 0.05. As a result, the second hypothesis was approved as well. Originality/Value: The results of this study showed a significant relationship between product information and presentation and the decision to buy.
This study explores how visual merchandising and store layout influence customer shopping decisions. This research aims to identify the key factors that shape consumer behavior and provide useful insights for retailers by using interactive marketing factors. Data were collected from 488 respondents in the South Muntenia region of Romania, a key economic hub with significant retail activity. Given its economic diversity and proximity to Bucharest, this region serves as a representative microcosm of consumer behavior trends in Romania. The survey was distributed physically and virtually through social media platforms (Facebook and WhatsApp groups, and email networks) to ensure a diverse and representative sample. To analyze the data, this study utilized SmartPLS, a powerful tool for structural equation modeling (SEM). This approach allowed for an in-depth examination of the relationships between visual merchandising, store layout, and customer shopping behavior, providing a more comprehensive view of the conceptual model. This study’s theoretical contributions stem from its holistic approach, which combines different aspects of visual merchandising and store layout into a unified conceptual model. By analyzing how these elements work together, this study offers a deeper understanding of customer shopping behavior. Retailers are encouraged to prioritize product arrangement, make effective use of exterior lighting, and maintain engaging window displays. These strategies can attract more customers, encourage impulse purchases, and improve the overall store profitability. This study underscores the critical role that visual merchandising and store layout play in shaping customer shopping decisions. By optimizing product layout, enhancing exterior lighting, and creating captivating window displays, retailers can design a more engaging shopping experience that boosts customer satisfaction, increases sales, and builds customer loyalty.
Watersheds are polluted mainly due to the release
of industrial, agricultural and household waste into
watersheds. Pollutants, as well as harmful factors from
the atmosphere and as a result of human activities in the
basins (shipping, transportation of oil and other
products, underwater drilling, logging, etc.) enter the
water basins. All this disturbs the ecological balance in
the basins, and thus the cleaning process either does not
proceed at all or proceeds very slowly. Environmental
effects of pollutants in watersheds occur at the
organism, population, biocenotic and ecosystem levels.
For this reason, the use of physiological,
microbiological, biochemical, biophysical, and
toxicological methods is important in evaluating the
functional role of hydrobionts. At the level of the
organism, the physiological functions of living beings
are disturbed, changes in their behavior occur, growth
slows down, endurance decreases, mortality increases
and accelerates. At the population level, pollution
affects the number dynamics, biomass, reproductive
intensity, density, distribution and size of organisms. At
the biocenotic level, pollution manifests itself in the
structure and functions of living things as a whole. For
example, flagellates are more resistant to oil pollution
than diatoms.
The qualities of a store's layout are a vital factor affecting customer behaviour and a crucial determinant in constructing a retail image. This research examines the link between store layout characteristics and consumer behavioural intentions. Each store layout characteristic was examined to discover and quantify the link with their behavioural purpose. Various SPSS analyses, such as descriptive statistics, correlation analysis ANOVA and regression, are used to understand the consumers' responses to meteorological conditions. A total of 70 people completed the survey for this quantitative study. According to the researchers, only lighting and spatial layout influence customer behaviour.
¿Puede una simple acción no verbal cambiar las percepciones que el cliente tiene acerca del vendedor en un encuentro de servicio? En esta tesis hemos examinado, por primera vez en una muestra española y a través de tres estudios, cómo un leve toque del vendedor en el hombro o en el brazo del cliente y/o una sonrisa “Duchenne” del vendedor al cliente influyen en las evaluaciones que el cliente hace de la calidez y de la competencia del vendedor, utilizando para ello el Modelo de Contenido de Estereotipos (Fiske et al., 2002). En el primer estudio (con datos de 2018), estudiamos el efecto del leve toque y de la sonrisa del vendedor sobre las evaluaciones que el cliente hace de su calidez y su competencia, así como la interacción de la sonrisa sobre los efectos del leve toque del vendedor en las evaluaciones del cliente (estudiada por primera vez en un encuentro de servicio). En el segundo estudio, replicamos el primero, pero con datos tomados en 2022, para analizar el efecto pandemia. Y en el tercer estudio, con datos de 2023, estudiamos si el sexo del vendedor y del comprador modula el efecto del leve toque del vendedor en las evaluaciones que el cliente hace de su competencia y su calidez. Además, introducimos la extraversión de cliente (estudios 1 y 2) y el Confort con el Tacto Interpersonal del cliente (estudio 3) como variables moduladoras. Los resultados encontrados muestran que, tanto la sonrisa como el leve toque del vendedor tienen un efecto positivo sobre la evaluación que el cliente hace de su calidez, a lo largo de los 3 estudios. Cuando el vendedor, además, de tocar al cliente, le sonríe, el efecto positivo del tacto sobre la evaluación de la calidez del vendedor es menos intenso, tanto antes como después de la pandemia. En cuanto a la percepción de la competencia, la sonrisa “Duchenne” del vendedor también provoca un efecto positivo sobre el efecto que el tacto del vendedor en las percepciones del cliente, sin efecto pandemia. Sin embargo, el leve toque del vendedor sufre una evolución a lo largo de nuestros tres estudios en cuanto a su efecto sobre la evaluación de su competencia, pasando de ser positivo en 2018, a no ser significativo en 2022 y a tener un efecto negativo en 2023. Así mismo, la interacción de la sonrisa sobre el efecto que el tacto del vendedor tiene sobre la evaluación que el cliente hace de su calidez no es significativa, ni antes ni después de la pandemia. En cuanto a la modulación del sexo del vendedor y del comprador sobre el efecto del leve toque del vendedor en las evaluaciones de los clientes, encontramos que las evaluaciones de los clientes no están influidas por el sexo de los vendedores, sean hombres o mujeres; mientras que el sexo del comprador sí influye, siendo los compradores hombres los que mejor evalúan a los vendedores, en comparación con las clientes mujeres. Se discuten los resultados encontrados y se exponen las implicaciones gerenciales.
Bisnis komersil merupakan salah satu sektor yang sedang berkembang di masa kini. Perkembangan sektor ini menunjukan dan mulai mengarahkan kita kepada kemajuan kondisi perekonomian negara Indonesia yang saat ini mulai stabil seiring dengan terkendalinya situasi pandemi. Dalam industri komersil, kepuasan pelanggan merupakan faktor penting dan utama dalam keberlangsungan bisnis itu sendiri. Kepuasan pelanggan ini dapat kita penuhi melalui banyak faktor, salah satunya adalah tempat. Tempat dalam bisnis komersil diidentifikasikan sebagai area, ruang, gedung atau bangunan yang digunakan sebagai pertokoan, pusat perbelanjaan, restoran, kafe dan banyak lagi. Maka desain interior memiliki peran yang besar dalam usaha mencapai kepuasan pelanggan melalui tempatnya. Selain desain interior, atmosfer yang dimiliki oleh sebuah tempat juga memiliki peran yang besar dalam menciptakanperasaan khusus atau keterikatan antara pengguna bangunan dengan tempatnya. Cabang ilmu pengetahuan yang mendalami hubungan antara ketiga faktor tersebut disebut sebagai ilmu psikologi lingkungan. Artikel ini merupakan sebuah karya tulis yang menggambarkan sebuah proyek arsitektur interior oleh Yiqi Design Studio yang dirancang dengan mendalami bagaimana bentuk keterikatan antara manusia, tempat, dan lingkungannya melalui pendalaman psikologi lingkungan serta bagaimana bentuk dan hubungan dari ketiga faktor tersebut mampu mempengaruhi perancangan desain interior suatu proyek. Serta bagaimana penulis melihat hal ini sebagai sebuah peluang baru yang menarik dalam dunia bisnis industri kreatif.
Digital transformation is a crucial option for nightscape tour to balance high-quality experiences and sustainable development in the new era. Tourists’ satisfaction and continuance intention are essential to the development of digital nightscape tour, but related research is insufficient. For this reason, by using the Chinese digital nightscape tour as a case study, this research integrates the Unified Theory of Acceptance and Use of Technology 2 (UTAUT2) and the design dimensions (ambience, spatial layout, innovation, and cultural contact) to investigate the factors influencing tourists’ satisfaction and continuance intention. The research employed a convenience sampling method, selecting typical Chinese tourists who had experienced the digital nightscape tour as survey participants. A total of 650 responses were obtained. The results of Partial Least Square-Structural Equation Modeling (PLS-SEM) found that, firstly, UTAUT2, satisfaction, and ambience all directly predict continuance intention positively, with satisfaction having the strongest impact. Secondly, among the four variables of UTAUT2, social influence has the strongest impact on continuance intention. Thirdly, the design dimensions of the digital nightscape tour are very important, which indirectly affect continuance intention through satisfaction, with ambience having the greatest influence on continuance intention. The research conclusions help support the high-quality development of the digital nightscape tour.
Servicescape refers to the elements that make up the environment in which service is provided. The factors that are used to increase service performance and thus provide customer satisfaction and are called physical elements can be the temperature of the environment, the music playing in the space, furniture, accessories in the environment, symbols, etc. In this study, the concept of servicescape and its theoretical framework were first examined. Then, the extensions of the servicescape and the elements that make up these extensions were explained. Finally, a comprehensive literature review was conducted by referring to the findings obtained from domestic and foreign studies examining the effect of the servicescape on the customer's perception of service quality, customer expectations and customer satisfaction. Keywords: Service Marketing, Service Quality, Service Environment
This study explored the motivational drivers that influence customers' decisions to frequent physical fashion retail stores in South Africa, so as to be more competitive and customer-satisfaction driven in the face of challenges orchestrated by increased online shopping and the COVID-19 pandemic. The qualitative methodology followed an exploratory research design. Data were collected by conducting ten in-depth interviews analyzed by coding, categorization, and thematization. The findings of this study show that South African customers prefer to shop in-store due to tactile and sensory reasons, instant gratification, and social contact. Six themes were identified by analyzing the data: browsing, fitting, timeliness, therapy, socializing, and expectation. The insights gained from this study are of importance to academics, researchers, and retail administrators for deepening the understanding of why customers shop at physical fashion retail stores, and how improvement of customer experience and store attractiveness can be implemented within physical retail environments. Improving the identified motivation drivers should be attempted by fashion retailers in an effort to remain competitive, increase customer footfall and pivot on shifting customer preferences, given that it could increase customer satisfaction and loyalty.
This investigation raises the influence of the atmosphere of the point-of-sale in the creation of brand equity and loyalty to a retail store. A quantitative analysis was carried out using structural equations, using the technique of partial least squares. The case of the clients of a do-it-yourself project company in Cartagena, Colombia, was analyzed. A total of 239 surveys were applied between November 2019 and February 2020. The results show that the atmosphere is a key antecedent that drives brand equity. Brand equity exerts a mediating effect between atmosphere and loyalty. It is concluded that the effects of the atmosphere are intensified in the presence of brand equity, highlighting its determining role in explaining loyalty to the physical store.
This research aims to 1) study the personal factors and purchasing behaviors of health and medical products in convenience stores among consumer groups, and 2) study the factors influencing the decision to purchase health and medical products in convenience stores among Generation Z consumers in Bangkok. Data was collected using a questionnaire with 405 samples, using a multi-stage sampling method from those who had purchased health and medical products in convenience stores. The data was analyzed using descriptive statistics, including frequency, percentage, mean, and standard deviation, Pearson correlation analysis, and multiple linear regression analysis. The results of the study showed that the majority of the respondents were female Generation Z, aged 19-23 years, with a bachelor's degree, working as students, and with an average income of less than 15,000 baht per month. The study of the factors influencing the decision to purchase health and medical products in convenience stores among Generation Z consumers found that the factors included store environment, corporate social responsibility, sales promotion, social media marketing, and perceived value, which were statistically significant at the 0.05 level. These factors can explain 59.30% of the variance in the influence on the decision to purchase health and medical products in convenience stores among Generation Z consumers.
This research adopts shopping motivation theory (utilitarian and hedonic) as a framework. The aim of this research is to investigate the impact of shopping motivation on consumers’ purchase intentions in the context of environmentally friendly clothing. Data were collected through a questionnaire survey of 185 respondents in Indonesia and analyzed using the SmartPLS v.4.0.0 tool with the SEM (Structural Equation Modeling) analysis. This research shows that utilitarian and hedonic motivations have a positive and significant effect on green purchase intention. Availability of information and special offers also have a positive and significant effect on utilitarian motivation, trends, adventure, and authority, and status. These findings will help managers and practitioners to promote sustainable consumption through environmentally friendly clothing. This can encourage cleaner production and sustainable consumption practices that benefit both the planet and people.
Penelitian ini bertujuan untuk mengevaluasi pengaruh variasi menu dan store atmosphere terhadap keputusan pembelian dengan citra restoran sebagai variabel intervening pada Nucifera Cafe dan Pastry Makassar. Metode penelitian yang digunakan adalah survei dengan pendekatan kuantitatif menggunakan kuesioner. Populasi penelitian adalah seluruh konsumen yang mengunjungi Nucifera Cafe dan Pastry Makassar, dan sampel dipilih secara acak. Analisis data dilakukan menggunakan Structural Equation Modeling dengan Partial Least Square (SEM-PLS). Hasil temuan menunjukkan bahwa variasi menu di Nucifera Cafe dan Pastry Makassar memiliki pengaruh positif terhadap citra restoran, tetapi tidak signifikan secara statistik. Meskipun demikian, argumen mendukung pentingnya variasi menu dalam menciptakan citra restoran yang positif dan meningkatkan kepuasan pelanggan. Store atmosphere di Nucifera Cafe dan Pastry Makassar memiliki pengaruh positif dan signifikan terhadap citra restoran. Keberhasilan menciptakan atmosfer yang nyaman dan menarik dapat meningkatkan citra positif dan kepuasan pelanggan. Selanjutnya, variasi menu memiliki pengaruh positif dan signifikan terhadap keputusan pembelian melalui citra restoran. Meskipun dampak langsung store atmosphere pada keputusan pembelian tidak signifikan, namun secara tidak langsung memengaruhi keputusan pembelian melalui citra restoran yang positif. Oleh karena itu, strategi untuk meningkatkan keputusan pembelian di Nucifera Cafe dan Pastry Makassar dapat difokuskan pada peningkatan variasi menu dan perhatian lebih lanjut terhadap store atmosphere. Penelitian ini memberikan kontribusi dalam pemahaman faktor-faktor yang memengaruhi keputusan pembelian di industri makanan dan minuman, khususnya pada restoran seperti Nucifera Cafe dan Pastry Makassar. Implikasi praktis dari penelitian ini adalah pentingnya mengelola variasi menu dan menciptakan store atmosphere yang menarik untuk membangun citra restoran yang positif dan meningkatkan kepuasan serta keputusan pembelian pelanggan. This study aims to evaluate the effect of menu variations and store atmosphere on purchasing decisions with restaurant imagery as an intervening variable at Nucifera Cafe and Pastry Makassar. The research method used was a survey with a quantitative approach using a questionnaire. The research population was all consumers who visited Nucifera Cafe and Pastry Makassar, and the sample was randomly selected. Data analysis was conducted using Structural Equation Modeling with Partial Least Square (SEM-PLS). The findings show that the menu variations at Nucifera Cafe and Pastry Makassar have a positive influence on the restaurant's image, but it is not statistically significant. Nevertheless, arguments support the importance of menu variety in creating a positive restaurant image and increasing customer satisfaction. Store atmosphere at Nucifera Cafe and Pastry Makassar has a positive and significant influence on the restaurant's image. Success in creating a comfortable and attractive atmosphere can increase a positive image and customer satisfaction. Furthermore, menu variations have a positive and significant influence on purchasing decisions through restaurant image. Although the direct impact of store atmosphere on purchasing decisions is not significant, it indirectly influences purchasing decisions through a positive restaurant image. Therefore, strategies to improve purchasing decisions at Nucifera Cafe and Pastry Makassar can be focused on increasing menu variations and paying more attention to store atmosphere. This research contributes to understanding the factors that influence purchasing decisions in the food and beverage industry, especially in restaurants such as Nucifera Cafe and Pastry Makassar. The practical implication of this research is the importance of managing menu variations and creating an attractive store atmosphere to build a positive restaurant image and increase customer satisfaction and purchasing decisions.
Major service businesses are beginning to resemble regional or national product brands. Packaging will thus become a more crucial aspect of the service mix. Unlike products, however, the actual service rendered is intangible; its attributes are embodied in the person delivering the service. This person is the focal point which must be correctly packaged. This paper proposes that the symbolic power of service apparel should be harnessed in such packaging strategies. The adoption of appropriate service apparel functions to increase the consumer's preference for the service brand, bolsters employee morale by facilitating group cohesion, and serves as a vehicle for brand positioning and promotional strategies.
The effects of mood on two cognitive processes, memorization and time perception, were examined. Participants (N = 155) first watched videos that successfully manipulated their mood (happy or sad); then they watched a video simulating a waiting line (Bateson & Hui, 1992; Bosselman & Craik, 1987). A questionnaire was administered to both groups to assess the number of items memorized from the "waiting" video, the estimated waiting time, and the degree of acceptance of waiting time. A series of analyses of variance showed that happy mood enhanced the number of items memorized and the acceptance of waiting but had no significant effect on time estimates. Memorization had no effect on time estimates or on acceptance of waiting; as expected, the longer the perceived waiting time, the less the acceptance of waiting time. A global model based on a system of linear equations (LINEQS) reproduced these results, which are interpreted in terms of both previous studies on mood and time estimate models.
Theories of schematic, or representational, thinking posit that schema congruity and incongruity direct people's evaluative, inferential, and action processes. However, to date research has not provided a test of schema (in)congruity theory for important environmental cues, such as the effect of retail store environment on brand judgments. Within the framework of schema (in)congruity, this paper tests the effects of retail store environment on brand judgments. Empirical evidence in support of the congruity theory, theoretical implications of the findings, and directions for future research are provided.
Sales-to-shelf facing relationships for three drug store products were proven significant in eight chain drug stores over a period of nine to sixteen weeks. Courses of action for the manufacturer and the retailer are defined by the significance of the relationship.
Surveyed a sample of 190 dental patients (aged 31–40 yrs) who visited a dental office for treatment over a 2-mo period with regard to their opinions about the office atmosphere. In order of importance, Ss were affected by (1) how well the office was organized, (2) whether the examination rooms were well equipped, (3) whether the office furniture was comfortable, and (4) whether the dentist was a member of a group practice. (PsycINFO Database Record (c) 2012 APA, all rights reserved)
A great deal of research has examined the impact that tangible cues can play in influencing patients' satisfaction with their physician. Because most people are not able to assess the technical expertise of their doctor, they often rely on tangible "surrogates" as standards of assessment for what is essentially an intangible product. While the research to date has helped us better understand the nature of this problem, it has often been characterized by some important design flaws. This paper reports on the results of a recent study that assessed patient satisfaction with a physician through the tangible cue of physical (office) surroundings. We sampled two sets of patients: one set prior to the doctor's move to newer facilities and the other after the relocation. Our findings offer mixed support for the hypothesis that physical cues influence attitudes toward and satisfaction with the medical care we receive.