Store environment’s impact on variety seeking behavior
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This document summarizes a research study that examined the influence of store environment on consumers' variety seeking behavior. The study developed a conceptual model linking store environment factors like ambient, design, and social factors to variety seeking behavior through positive affect and optimal stimulation level. A survey was conducted with 200 shoppers at grocery stores in Dubai to collect data and test the model. The results found some factors of the store environment had a significant positive influence on positive affect and variety seeking behavior, while other relationships were not significant. The study is limited by focusing only on the Middle East and could be expanded to other cultures.
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Store environment’s impact on variety seeking behavior
- 1. Store environment’s impact on variety seeking behavior Geetha Mohana,*,Bharadhwaj Sivakumaranb,1,Piyush Sharmac,2 Ariya Atthawuttikul and Roongrot Ratanapichetkul, Faculty: Architecture, Major: Multidisciplinary Design Research, KMITL 1
- 2. Outline: - ABSTRACT - Introduction - Conceptual framework and hypotheses development - Method - Results - Discussion - Limitations and future research 2
- 3. ABSTRACT Store Store Enviro Enviro nment nment Survey Survey Research Research Person Person Optimum Stimulation Level (OSL) Deal Deal Prone Prone ness ness ality ality Variabl Variabl e e Schmid-Leimen factor --> Schmid-Leimen factor --> Reflective Model Reflective Model 3
- 4. ABSTRACT (Gestalt of consumers’ perceptions of store) (OSL = Optimum Stimulation Level) Gestalt Theory: The Whole is more Gestalt Theory: The Whole is more than the sum of the part (ส่วนรวมมีผล than the sum of the part (ส่วนรวมมีผล มากกว่าส่วนย่อย) มากกว่าส่วนย่อย) 4
- 5. Introduction - This paper Explores the influence of store environment on variety Seeking behavior with a model incorporating various components of store environment (Shoppers in Dubai) 5
- 6. Proposed model of the impact of store environment on variety seeking behavior Positive affect Ambient Factors H2 Design Factors Social Factors Store Store Environ Environ ment ment Optimum Stimulatio n Level H1 H3 H4 Variety Variety Seeking Seeking Behavior Behavior H5 Deal Pronen ess 6
- 7. Conceptual framework and hypotheses development H1: Positive affect and variety seeking behavior H2: Store environment and positive affect H3: Store environment to variety seeking behavior H4: Optimal Stimulation Level to variety seeking behavior H5: Deal proneness to variety 7
- 8. 5 popular Data collection: Survey technique grocery stores Total of 350 shopper were approached out of which Total of 350 shopper were approached out of which 212 agreed to participate in the study. Finally this was 212 agreed to participate in the study. Finally this was pruned to 200 and this sample size was 57% for the pruned to 200 and this sample size was 57% for the model. model. Se x Stat us Average age of Average age of the shopper was the shopper was 28.5 ~ 29 years 28.5 ~ 29 years Educa tion Jo b 8
- 9. Data collection: Survey technique 62 % Hours on Hours on weekdays weekdays Weekends Weekends 38 % The mean age 29 years 9
- 12. Method - Data collection : Survey technique - Measures - Structural Model - Schmid-Leiman Factor Structure 12
- 14. Results NNFI = The no normed fit index IFI = Incremental fit index CFI = Comparative fit index RMSEA = Root mean square error off approximation RMSR = Root mean square residual 14
- 15. Typical second order factor structure Music 1 Music2 Light1 Light2 Light3 Lay out1 Lay out2 Emplo yee1 Emplo yee2 Emplo yee3 Ambi ent facto rs Desi gn facto rs Socia l facto rs Store Store Enviro Enviro nment nment 15
- 16. Scent Structural model of the impact of store Scent Sce Environment on variety seeking Scent nt behavior 1 2 Mu sic Lig ht 3 Music 1 Music 2 Light 1 Light 2 Light 3 Empl oyee Lay out Assort ment Emplo yee1 Emplo yee2 Emplo yee3 Layo ut1 Layo ut2 Layo ut3 Assortm ent1 Assortm ent2 Assortm ent3 Store Store Enviro Enviro nment nment Optim Optim um um Stimul Stimul ation ation Level Level 0.1 6 N/S Positiv Positiv e e affect affect 0.0 7 N/S 0.3 2 0.2 7 Variety Variety Seeking Seeking Behavior Behavior 0.2 0 Deal Deal Prone Prone ness ness 16