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| Author: | Spies, K. Hesse, F. Loesch, K. |
| Title: | Store atmosphere, mood and purchasing behavior |
| Journal: | International Journal of Research in Marketing
1997 : FEB, VOL. 14:1, p. 1-17 |
| Index terms: | MARKETING RESEARCH PURCHASING |
| Language: | eng |
| Abstract: | The effects of store characteristics on customers' mood, on their satisfaction, and on their purchasing behavior are investigated. Two furniture stores differing with regard to their atmosphere, i. e. their condition, information rate and layout, were selected. Customers' mood - measured at the beginning, in the middle and at the end of their shopping - was shown to improve in the pleasant store. Regression analyses showed that this was due to a direct effect of store atmosphere as well as to an indirect effect mediated by customers' mood. |
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