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

Canan Saricam*

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5 Atıf (Scopus)

Özet

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.

Orijinal dilİngilizce
Sayfa (başlangıç-bitiş)143-156
Sayfa sayısı14
DergiJournal of Global Fashion Marketing
Hacim14
Basın numarası2
DOI'lar
Yayın durumuYayınlandı - 2023

Bibliyografik not

Publisher Copyright:
© 2022 Korean Scholars of Marketing Science.

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