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

Canan Saricam*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

4 Citations (Scopus)

Abstract

The purpose of this study is to examine the effects of store atmosphere 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 participants in Turkey. The extended model was verified, and its explanatory 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.

Original languageEnglish
Pages (from-to)143-156
Number of pages14
JournalJournal of Global Fashion Marketing
Volume14
Issue number2
DOIs
Publication statusPublished - 2023

Bibliographical note

Publisher Copyright:
© 2022 Korean Scholars of Marketing Science.

Keywords

  • affective evaluation
  • cognitive evaluation
  • consumer behavior
  • S-O-R paradigm
  • signage
  • Store atmospherics

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