The International Review of Retail Distribution and Consumer Research · 2011 · 460 citations · 45 references
Customer SatisfactionBehavioral Decision MakingConsumer MotivationConsumer StudyConsumer ResearchBuying BehaviorPsychologySocial SciencesImpulse Buying BehaviorRetail Environmental CharacteristicsCompulsive ShoppingManagementConsumer BehaviorBehavioral SciencesConsumer Decision MakingMotivationConsumer PerceptionMarketingBehavioral EconomicsConsumer PsychologyRetail EnvironmentHedonic MotivationEmotionConsumer Attitude
The study builds on the Stimulus‑Organism‑Response model and impulse‑buying literature to examine how ambient, design, and social characteristics of the retail environment influence consumer behavior. The study aims to assess the direct and indirect effects of ambient, design, and social retail environmental characteristics on impulse buying behavior mediated by consumers' positive emotional responses. The authors surveyed 212 outdoor‑merchandise shoppers using a store intercept method and examined hedonic motivation as a moderator of the relationship between environmental characteristics and positive emotional responses. Results revealed that ambient and design characteristics directly influenced positive emotional responses, which in turn directly predicted impulse buying, and that hedonic motivation moderated the effect of social characteristics on positive emotional responses. Keywords: hedonic motivation, impulse buying, positive emotions, S‑O‑R model.
Abstract The study examined direct and indirect effects of retail environmental characteristics on impulse buying behavior. Guided by the Stimulus-Organism-Response (S-O-R) model and impulse buying literature, the study investigated whether and how three characteristics (i.e. ambient, design, and social) of the retail environment influenced consumers' positive emotional responses which, in turn, affected impulse buying behavior. Whether and how individual factors (i.e. hedonic motivation) moderated the relationship between these characteristics and consumers' positive emotional responses were also examined. Survey data were collected using a store intercept method from 212 consumers of a retail store offering outdoor merchandise. The study found direct effects of (a) ambient/design characteristics of the retail environment on consumers' positive emotional responses to the retail environment and (b) consumers' positive emotional responses to the retail environment on impulse buying behavior. Hedonic motivation moderated the relationship between social characteristics of the retail environment and consumers' positive emotional responses. Keywords: hedonic motivationimpulse buyingpositive emotionsS-O-R model
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