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Analyzing the influence of store atmospherics on younger generation in apparel retail market with an extended S-O-R model

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키워드

주제분류경영학

초록

The purpose of this study is to examine the effects of store atmo- sphere on the approach behavior of younger consumers via an extended model based on the S-O-R paradigm. To this aim, a survey was conducted among a random sample of 300 partici- pants in Turkey. The extended model was verified, and its explana- tory power was determined by making a comparison between a nested model and the so-called original model. The analysis of the extended model put forward that all basic store atmospherics and stimulus signage were influential on cognitive evaluation, but only the stimulus design cue had a direct impact on affective evaluation. Both cognitive evaluation and affective evaluation were found to affect approach behavior and finally, the cognitive evaluation had a direct impact on affective evaluation.

Abstract

The purpose of this study is to examine the effects of store atmo- sphere on the approach behavior of younger consumers via an extended model based on the S-O-R paradigm. To this aim, a survey was conducted among a random sample of 300 partici- pants in Turkey. The extended model was verified, and its explana- tory power was determined by making a comparison between a nested model and the so-called original model. The analysis of the extended model put forward that all basic store atmospherics and stimulus signage were influential on cognitive evaluation, but only the stimulus design cue had a direct impact on affective evaluation. Both cognitive evaluation and affective evaluation were found to affect approach behavior and finally, the cognitive evaluation had a direct impact on affective evaluation.

참고문헌 (47)

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