• Asian Journal of Business Environment
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• v.7 no.1
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• pp.13-23
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• 2017

Purpose - Pleasing ambient colors, music, scent, layout and salespeople are hypothesized to positively impact shoppers' perceptions about the atmosphere of a store. Few studies on the interactive effect of these atmospheric factors have earlier been undertaken. This paper looks at the interactive effect of color on the other predictor variables. Research design, data, and methodology - This study is from field locations in the shopping malls located in Delhi NCR. A descriptive study was undertaken to decipher the interactive effect of color with music, scent, layout and salespeople. Moderation of color on music, scent, layout and salespeople is regressed on store atmospherics. The authors investigate the effects of color, light, music, scent, layout and salespeople on store atmospherics in a retail context. They also study the interactive effect of color with predictor variables which significantly influence the perception of store atmospherics. Results - The paper reveals that music, scent, layout and salespeople influence customer's perception about store atmospherics. The interactive effect of color with scent, layout and sales people influence customer's perception about store atmospherics significantly. It does not moderate with layout and music. Conclusions - Store color is important in predicting store atmospherics. Care is needed to ensure that the effects of different environmental stimuli match.

• The Journal of Asian Finance, Economics and Business
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• v.2 no.3
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• pp.5-15
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• 2015

This research paper has been attempted to inventory the atmospheric factors, contributing to better sales. Exploratory study was undertaken to identify various signs of store atmospherics variables that influence the buying behaviour of buyers. Thirty-four variables identified from this study were used to create a structured questionnaire. This questionnaire was then administered among shoppers in NCR Delhi using non-probability convenience sampling. To determine the atmospheric factors, Principal Component Analysis (PCA) along with Varimax Rotation was attempted. Using principal component factor analysis on the data collected, nine factors were identified to have impact on the store atmospheric. These were Querulous, Music, Sensitive, Budget Seeker, Sensuous, Light, Idler, Space seeker and Comfort Seeker. Contrary to the various earlier studies where music, space seeker and comfort seeker were considered to be most significant factors, light and querulous have emerged out to be the major factor that influences the store atmospheric. This study shows that customers are sensitive, space seekers and sensuous. Constituents of these factors reveal distinct patterns. This research may be used as guidelines for development and management of shopping malls in emerging countries. Retail marketers in India can take this cue in designing their strategies to attract consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.12
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• pp.1318-1329
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• 2012

In-store atmospherics involve quantified physical and social aspects; however, the social quality of a web-based retailing context has largely been under-examined. This study addressed some antecedents and consequences of social ambience in virtual shopping (or e-social ambience) within a web-based U.S. retailing fashion context. This study explored the role of social cues as a viable antecedent to e-social ambience and emotions as its consequence. A conceptual framework was built postulating the effect of social cue for web content, on e-social ambience, emotions, and e-shopping enjoyment. The experimental results (n=488) on a fictitious retail T-shirt website confirmed the positive correlation among the variables; in addition, the level of social cues included within the web content significantly increased the level of customer-perceived e-social ambience of the website and subsequent positive on-site emotions. On-site emotions positively influence purchase intentions. The results expand the current understanding of e-store management by providing novel insight relevant to fashion companies that wish to provide customers with a quality website shopping experience.

• Management & Information Systems Review
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• v.33 no.5
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• pp.213-232
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• 2014

Sensitivity to online store stimuli (VMD attributes) and response (online store loyalty) may depend upon consumers' regulatory focus (emotional state). In other words, consumers' sensitivity to online store atmosphere and consequent store loyalty can be influenced by the match between their regulatory focus (promotion focused vs. prevention focused) and the type of the online store VMD benefits Study 1 results indicate consumers have a different evaluation about online store atmosphere depending on their regulatory focus. Promotion-focused consumers were significantly more sensitive to visual appeal and entertainment attributes of online store atmospherics than prevention-focused consumers. Conversely, prevention-focused consumers were significantly more sensitive to security and privacy attributes of online store, than promotion-focused consumers. Study 2 results indicate for promotion-focused shoppers, hedonic value toward online store atmosphere was associated with greater online store loyalty. In contrast, prevention-focused shoppers were influenced more by the utilitarian attributes on online store loyalty than promotion-focused shoppers. The current findings indicate that shoppers with promotion-focused are more easily persuaded by visual and entertainment-oriented online store cues. Conversely, shoppers with prevention-focus are more easily persuaded by safety and privacy-oriented online store cues.

• Science of Emotion and Sensibility
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• v.14 no.1
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• pp.27-38
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• 2011

This study was aimed to investigate the effects of restaurant in-store color and music congruency on consumer's emotional responses and behavioral intentions. The web survey was conducted among 400 customers(aged from 20~39 years old) who lived in Seoul and Kyunggi, Incheon Province. To find ensemble effect of color and music, 3D studio MAX were used to make high-stimulus(exciting) and low-stimulus(calm) and 3D virtual reality restaurant simulation stimulus were applied. The statistical data analyses were performed using SPSS/WIN 18.0 and reliability analysis, factor analysis, regression analysis were used. Based on the result of the conducting factor analysis, emotional responses were classified into 2 factors: positive emotion and negative emotion. Satisfaction was classified into 1 factor: satisfaction. Loyalty was classified into 1 factor: loyalty. Cronbach's alpha was calculated for the reliability of the survey instrument. Consequently, restaurant in-store color and music congruency were shown to affect positive emotion and negative emotion. Positive emotion and negative emotion were shown to affect satisfaction. Satisfaction were shown to affect loyalty. Music congruency had a higher effect on positive emotion than color congruency. Color congruency had a higher effect on negative emotion than music congruency. The results of this study will serve as a basis of color and music congruency with restaurant atmospherics.