The effect of store environment on impulse buying behavior influenced by emotions

8/19/2019 The effect of store environment on impulse buying behavior influenced by emotions

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iThe efect o store environmenton impulse buying behavior

in uenced by emotionsRabia Mumtaz

Institute of management sciences, BZU, Multan

Supervised by

Dr. assan Buc!a

AbstractPurpose " In this paper the aim is to explore the process by which two store environment (music andemployee) either positive or negative and emotions (arousal and pleasure) influence impulse buying

behavior.

Design/methodology/approach – The data were obtained using a structured questionnairefrom multiple respondents in different retail stores of Multan.

Findings

It was analyzed that store environment has positive effect on impulse buying and also arise emotions thatmay lead towards impulse buying. There is strong relationship between impulse buying and storeenvironment. ut some factors also has positive but wea! relationship with impulse buying.

Researc! limitations#implications " Theoretically" there is added an antecedents (emotions) of impulse buying" and to the outcomes of store environment. #s we studied it was concluded as a managerial view point that retail managers invest in improving the store environment to increase the level of impulse buyingin their stores. More specifically" they need to focus to create a friendliness of store employees" playingappropriate music to encourage impulse buying. ecause these store factors may generate emotions in theform of pleasure or arousal and stress towards impulse buying. $or the sa!e of consistency in analysis" onlya few famous stores in Multan are sampled.Keywords

Impulse buying" %ositive&negative effect" 'tore environment" arousal and pleasure" impulse buying tendency

Introduction:onsumer behavior is one of the popular studied topics by the researcher and mar!eter in the past and still

being studied. There are different reasons to why consumer behavior becomes the topic of many academicsand researchers. ne of the most common views is that understanding consumer behavior has become afactor that has a direct impact on the overall business performance (!otler and *eller +,-+). 'ome maysuggest that consumer behavior become crucial especially due to more competition in retail industryworldwide ( ancaster et al" +,,+).Impulse buying is a well !nown topic around the world.

What is impulse buying and impulse buying tendency?

It has discussed that consumer buying behavior is studied as a part of the mar!eting and highlight theaspect that how consumers ma!e purchasing decision after choose" buy" use and dispose the goods andfactors (such as their previous experience" taste" price and branding) (!otler and !eller"+,-+).


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Impulse buying tendency .

Impulse buying tendency is the way which helps individuals to purchase unintentionally" quic!ly andunreflective purchases (/eun et al ." -001). Therefore" people who tend to have a general proclivity to buy onimpulse will have a greater susceptibility to purchase items on impulse. #nand 2yoti adgainyan and #nshul3erma quoted"4 felt urge to buy is a state of desire that is experienced upon encounting an ob5ect in theenvironment. It clearly proceeds the actual impulse action and it is spontaneous and hidden ( eatty and$errell -001).

Impulse Buying

Impulse buying is happened at the spot and it is unreflective (Inman"/inerce $erraro +,,067oo! -01867oo! and fisher -009) then unplanned buying and the unplanned buying explain the buying without

planned (stern -0:+).7esearchers have ma!e difference between impulse buying and the unplanned buying.obb and ;oyer conducted a study identify three types of purchases.

a. %lanners (intend to purchase both the category and brand) b. %artial planner (intend to buy the product category but not the brand)c. Impulse buyers (has no attention to purchase category or brand)

Impulse buying is the buying of goods in arousal of a sudden whim ( a sudden desire or change of mindespecially that is unusual and unexplained ) or impulse. It was quoted that (;aw!ins and mothersbaugh 6+,-,)" the unplanned purchase can be divided into two parts.

• 7eminder buying• Impulse buying

Impulse buying is done on the urge to purchase a product without any planning and intentions ( eatty and

$errell -001" baumeister" +,,+6 eatty and $errell" -001< wood -001)6 intense feeling is the part of impulse buying (wood" -001). It was quoted by 7oo!6 -0186 7oo! and $isher"-009"4 that researchers agree thatimpulse buying occur when an individual=s ma!es an unintended" unreflective and immediate purchase4(Michael #. 2ones" *.>.7eunolds" '.weun" '">. eatty" +,,?).#nand 2. and #nshul.3 +,-@ discuss thesituational variable that effect on impulse buying. These situational factors can be

-. %ersonal (money availability" economic well being" family influence" time availability and credit carduse)

+. InA'tore (sales promotion" store environment" friendly store employee" store music)It is critical to !now the consumerArelated factors that may help to drive impulse buying.

The modern mar!eting stress on the needs and wants of consumers. The needs and wants of customer maygive a way to reach towards the organizational goal by satisfying them (!otler and #rmstrong +,-+) thancompetitors. It is quoted (%iyush '. '" 7og.M) that impulse buying is defined as a sudden and immediate

purchase with no pre shopping intentions either to buy the particular product category or to fulfill a specific buying tas! without any available alternatives ( eatty and $errell -001).

Types o impulse buyingIt was quoted that in different studies" 'tern (-0:+) present four different type of impulsive buying that can

be discussed on the basis of effect and cognition that is helpful in decision process. The types of impulse

buying are<-. %ure Impulse buying (emotional arousal towards impulse buy and low level of cognitions)+. 'uggested Impulse uying (happened at that time when a shopper find any item first time and want

to purchase without any pre purchase !nowledge)


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?. %lanned Impulse uying (happened when shoppers has a plan to buy any product but it may confirmafter finding prices discount offers and coupons etc)

@. 7eminder Impulse uying ( occur when a shopper has need but not reminded. so when he reach atthe point of purchase he may remember) (stern -0:+)

#ccording to 2ones et al" (+,,?)" the productArelated impulse buying urge explains impulse buying behavior more better than general impulse buying tendency.

$erceived value The %roduct related urge to impulse buy can be defined as the degree to which consumers areinterested to purchase a product or a product category impulsively. %roduct involvement encourage towards

buying tendency. %roduct involvement is defined as a what a person percieved relevant things about productthat is based on in herent needs" values and interest (Boych!ows!y" -009" p.?:+).customer perceived valuefor a product is affected by factors.

-. Mostly utility needs+. Mostly psychic needs?. Mainly tangible

ustomer=s perceived value can be defined in context of money" quality" benefit and social psychology.(Cing.$eng*ug" /ei. 2aw Deng" hiAmingvou6 +,,0). It was studied that perceived value is positivelyrelated to customer satisfaction and this may influence post purchase intentions. (y.>.*" Ezt.D +,,0).

Satisfaction and mood roleustomers only satisfied when you give value to them. 'alem *halifa=s quoted that Beithaml (-001)

discussed four types of customer=s definition of value<

ow price(sacrifice)/hatever the consumer wanted in a product or service (focus on benefits).

The quality obtained for the price paid (tradeoff between one sacrifice component and one benefitcomponent)Total benefits obtained for total sacrifice incurred (all relevant components considered).

'atisfaction is the !ey of repeat purchase" positive word of mouth" and refrerrals. (#zaddin 'alem !..6 +,,@).It was quoted that 7eichheld states the customer who are satisfied not necessarily loyal. The satisfactionlevel increases become delighters because it fulfill the needs beyond their perception. /hen the performanceand features met the needs" become satifisers.and when even the basic needs are not full filled it becomes dissatisfiers regarding that particular product

It is quoted that mood may be an intense" attention gettingand specifiable behavior ( lar! and Isen -01+). It

is concluded that those consumers having positive mood may spend more (Murray et al...+,-," spies at el.."-008). eatty and $errell (-001) state that positive mood influences more impulse buying than doe=snegative mood.;ill Fardner -018 state that the consumer having positive mood decide quic!ly and performless evaluation to 5udge the product features and noticed less information about product and focus lessadditional information.

Store enviornment

Mcgold ric! noted that in the first articles about retail literature on the psychological impact of storeinteriors" *otler (-08@)" discussed that a storeGs atmosphere help to create a retail image in the shopperGs

mind. This environment can affect purchase behavior in three ways" act as a medium to create attention" amedium that create messages and a medium that creates an affect. The attention and message creatingmedium" effect on the consumer=s general decision to select and treat with an apparent !indness about a


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store while the affect creating medium" give the way on which atmosphere influences shopping behavior within the store.

It was quoted that store environment may also rigid the number of items purchased" store li!ing" time andmoney spent" ('harman et al" -008) perceived quality of merchandise and patronage ( a!er et al"=-00@)sales (milliman" -01+)" product evaluation (/heatley and chin -08+)" satisfaction ( itner -00,) and storechoice (darden et al" -01?). The sales persons ways to communicate with customers and store atmosphere

may affect the consumer=s mood at the point of purchase in retail setting. #nd the mood states may effect on purchase behavior" brand evaluation and information acquisition. Drovan at al (-00@) discussed that storeatmosphere create pleasure" time and money spent. It was noted that higher level of impulse buyingtendency lead to higher level of urge to buy impulsively. erman and >vans (-009) divide atmosphericstimuli elements into four categories< the exterior of the store" general interior" the layout and designvariables" and the point ofApurchase and decoration variables.

Hedonic Consumption

The theory of hedonic consumption may be used as a tool to study the effects of inAstore environments onconsumer behavior. Peter J.McGoldrick !nd "hristos P. Pierosnoted reasons to measure effects of storeatmosphere as a difficult tas!< "-.These !inds of effects are basically emotional states and so difficult toverbalize6 +. They are impermanent and therefore difficult to recall.

The I01+ study found that to feel happy and pleasant in store environment is the important factor to createwillingness to spend more money than originally planned.

#mployees

armen arroso astro" >nrique MartH n#rmario andDavid MartH n 7uiz discussed that The employee=sactivities within a service company may connect an organizationwith its customers (FroJnroos" -00,). The

employees of an organization are necessary part for ensuring success in this area" because these are the persons who are ultimately responsible for providing a quality service that meets the demands and wants of customers ( oulding et al." -00?6 %arasuraman et al."-00-6 Beithaml et al." -00:). The employee s!ills" their attitudes" the equipment andother supporting things available to them in providing the service" are all helpfulfactors of customer loyalty (7eichheld" -00?6 itner" -009). >mployees having 'portsmanship" ivic virtue"

onscientiousness" #ltruism as Kgood soldiers4for the firm.Sportsmanship is defined as the employees= goodwill to tolerate without Kcomplaining4 ( rgan" -011" p.--). ivic virtue is the behavior that shows a concern for participating in corporate life L for example" by

performing tas!s that they are not required to perform" and doing so for the benefit of the organization.onscientiousness is defined as the behavior that exceedes beyond the requirements of the organization in

the wor!place L for example" wor!ing after hours for the benefit of the organization. astly" altruism ishelping colleagues to perform their tas!s.3eronica il5ander" 2anMattsson" quoted that 'wan and owers (-001) also explain the importance of employee behaviors for customer satisfaction" and suggest that the communication behavior is moreimportant than the content of what is communicated. 3eronica discussed that # cheerful customer mightexpect a cheerful response" and an irritated customer may expect to ma!e them less angry. ecauseemployees may react to customer moods" customers may expect certain behavior from them.

>mployee performance is the most important. Many researchers have underscored the importance of customerAcontact employees in creating and providing good service quality. To !now that how the service is

delivered" employee performance is important because it is a important determinant of customersG perceivedservice quality ( imer" -00,6 owen and 'chneider"-0196 Fr:nroos" -01?6 Beithaml" %arasuraman" and

erry"-019). In fact" customer complaints may increased when the employee=s performance is poor and theli!elihood of switching to a competing service (*eaveney" -0096 ewis" -01?).although >mployee


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performance is an important thing to service quality but an important question remains to be answered thatwhich employee or employee group is the most important cue to service quality It was answered asemployee performance cues is especially meaningful for those service that is mostly related to employeeAcustomer interactions.

Music

Music is the condition that creates the mood and expects to influence consumers= reactions to theservice escape. In other words" music help to add a favorable feature in a product and has a positive effect oncustomer and environment evaluation. Music is defined as a mood influencer by mar!et researchers ( runer"-00,). 7esearch involving music categorized in two ways

-. Mood related studies

+. Mar!eting related studies.

ne of the most attracted property of music is music valence (i.e." li!ed vs. disli!ed music6 see" for example" Fom" -01+). It was noted that in past music valence may influence both time perceptions (*ellarisand *ent" -00-) and a person=s mood state ( a!er" Frewal" and evy" -00+6 Calch and 'pangenberg" -00,).In contrast" music" especially positively valence music" will ta!e far away the consumers= attention from the

passage of time and will release energy from the cognitive timer. It was noted that positively valence musicwill arise more thoughts and feelings than negatively valence music" and that=s why consumers will perceivea time period to be longer when it is filled with positively valence music than when it is filled withnegatively valence music.

#motions

7ecently it has been suggested that emotion can be a synonym for affect and mood" some authorsdiscussed that Kemotion appears to be the more encompassing terms" with affect and mood particular types

or examples of emotion4 ( abin" Darden" NFriffen" -00+).

Pleasure and arousal

Mehrabian and 7ussell (-08@) discussed that the factors from the environment (sense modalities andinformation rate) and emotions (i.e. a person=s tendency to en5oy the act of shopping or purchasing items inspecific types of store environments) can affect primary emotional responses such as pleasure (happy or sad)" or arousal (to feel stimulated or uninspired to ta!e action).

%leasure< it is defined as the state of feeling that describe as the degree to which a person feels good" 5oyful"happy or satisfied with a particular situation.

#rousal< it is defined as a state of feeling that varies from feelings of excitement" stimulation" alertness or activeness to feelings of being tired" sleepy or bored.

In Mehrabian=s theory" it was discussed that all emotional reactions to an environment can be classifiedinto three independent states< arousal no arousal" pleasureAdispleasure" and dominanceApassivity. #ccordingto Mehrabian=s theory" the level of arousal and the pleasureAdispleasure experienced by an individual willdetermine his&her approachAavoidance responses.

Disposition and consumption guiltIt was noted that the disposition of product container may occur before" during or after use. r the productsthat are completely consumed" not involved in disposition. ( h" 86 pp+," 8+1). 'ome time there isconsumption guilt in post purchase dissonance. The consumption guilt is defined as the feelings that arearound by the product&services use (ch 8" pp16 +81). It was quoted that decision ma!ing is influenced by


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affect and cognition" where affects refers to feelings" emotions" moods and cognition refers tothin!ing"interpreting and understanding information (Coun +,,,).

The nonuse of a product nonuse may indicate some problems as the perception that the utility of the producthas been changed and situational factors are not favorable for product use. This is a common reaction after ma!ing a difficult" relatively permanent decision.

"onceptual frame$ork and hypotheses

#s eatty and $errell (-001) discussed that impulse buying is such type of purchasing which have no preAshopping intentions either to buy any particular product category or to fulfill any particular buying tas!. Inthis paper it was presented that impulse buying is influenced by store environment and antecedent of emotions is proposed.'tore environment consist of many factors as music" light" layouts" employees" scents and shopping carts etc.The store environment is considered as a perception of the combination of its elements namely music"lighting" layout and employees etc. but in this paper only music and employees are considered as theelements of store environment. #s it was discussed that affect is a state of feeling which is characterized byits two orthogonal dimensions" namely positive and negative affect (-011"./atson et al.). 'herman et al.(-008) discussed that if u have cognition than it may effect on the store choice whereas emotion may affectsunplanned purchases. The emotions produced inAstore relate with unplanned buying (Donovan et al." -00@)and impulse buying (7oo!" -018).Store environment and positive affect#s (Calch and 'pangenberg" -00,) discussed that 'hoppers respond to music psychologically and

behaviorally. #nd it is noted that music is an important" frequently and most common studied variablethatinfluences affective states ( runer" -00,). It is an important variable ( itner" -00+) that may shape theconsumer behavior in retail environments (Milliman" -01+6 -01:6 Calch and'pangenberg" -00,).#nd>mployeeresponses can significantly influence important consumer responses ( itner" -00,).

'o based on the this discussion" we ma!e hypothesis that H1: If evaluations of store environment are higher, it leads towards higher levels of positive affect.Store environment and negative affect%d=#stous" +,,,) discussed that loud music irritate during shopping.#nd Improper or loudMusic may become the reason of physical discomfort ( itner" -00+) and affect negatively.'ame as a salesperson=s actions and behaviors can influence customer satisfaction ( liver and 'wan" -010)and customer satisfaction always has anaffective basis for retailers (/estbroo! and liver" -00-). In fact" therudly behavior of employees" absence of employees or bad salesmanship mayalso cause negative affect(2ones" -000). This leads to<

H2. If evaluations of store environment are lower, it leads towards higher level of negative affect Store environment and emotionsThis is to implythat the effect of store atmosphere (the stimulus) on consumer behavioris mediated by theemotional state of consumers. >motional state is conceptualizedas consisting of three domains< pleasure anddispleasure" arousal and non arousal" dominance and submissiveness (MehrabianN7ussell" -08@). ut in this

paper we will discussed only the pleasure and arousal. #s to ensure that emotional state and storeenvironment would be the influencer towards the impulse buying behavior we posit a hypothesis<

H3.is store environment lead towards creating emotionsPositive effect and impulse buying>arly researches show a positive association between positive affect and impulse uying. Donovan et al.(-00@) discussed that if environment is pleasant it contributed extra time and unplanned shopping. eattyand $errell (-001) noted a positive relationship between positive affect and impulse buying. It leads towards<

H4. Higher levels of positive affect lead to buy impulsively .&egative affect and impulse buying


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#s we discussed earlier" we assume that positive and negative affect are related to one another (/atson etal." -0196 eatty and $errell" -0016 'ilvera et al." +,,1).In a retail buying" negative affect mostly create adesire to withdraw from the environment (>rogluand Machleit" -00?). Therefore" there is little chance of impulsive urges being generated. #s it was discussed earlier that negative affect may cause withdrawal fromthe store. 'o" it is unli!ely to lead to buy impulsivly. 'o" the following<

H . Higher levels of negative affect lead to lower levels of desire to buy impulsively .#motions and impulse buyingImpulse buying decisions are influenced by strong emotions. The focus of the investigation is on theemotions in form of pleasure and arousal. 'o" the hypothesis is<

H!. Higher emotions lead towards impulse buying

$igure - explain the hypothesisMethodology

Sample/e used a survey method to fill the questionnaire from different stores in Multan. #s chenone" united mall"chase up" prince departmental store and 'D.

# set of hundreds respondents were approached and :, percent agreed to participate in the study. Therespondents were told that this survey was a part of a student pro5ect from a wellA!nown and highlyrecognized university in %a!istan more specifically Multan and verall the sample fairly represents thetarget population of Multan 'hoppers.

;- ;@

H H3 H!

H2 H

Measures/e analysed all the independent and mediator variables with multipleAitem scales used in past research(except for emotions ). To measure emotions" we adapted items from others existing scales. Table I shows allthe scale items used for this research paper results. /e measured store related variables" then the mediators(positive and negative affect and emotions) and demographics also.The 8 persons are selected to fill the questionnaire. They were providing description about the study. Theycommunicated the shoppers when they were on exit from the store and requested their participation in our survey. They as!ed the shoppers whether each of these purchases were planned or unplanned. ut of all theunplanned purchases" the reminder type items were dropped by the following question< Kat the time when

$ositivee%ect

Impulse buyingStore

environment

&music,employees'

(motions

&$leasure,arousal

)egative

e%ect


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you realize the presence of this product" were you reminded that you not had this item and needed it 4 Therecorder recorded those purchases as impulse purchases that were clearly unplanned and could not beclassified as reminder items ( eatty and $errell" -001).

Table -. (scales)

'ata !nalysis/e used '%'' to find the results of our study. /e have done linear regression analysis" durbonwatsonmodel" and reliability test to strengthen our results. /e have analyzed by frequency distribution that all the

factors having positive effect on store environment. 'ome are strongly related with the store environmentwhile others are not strongly but have relationship with store environment. /e analyze all this by using fiveli!ert scale from right to left. ur minimum was labeled by - and maximum was labeled by 9. The valuesfall between - to 9. #s the table -.- shows all the results of data collected.

Store environment rousal

*e+ible in*e+ible- renzied"sluggis!

$ersonalized not personalized- Stimulated"rela+ed

/ccommodating not accommodating- (+cited dull/d0ustable not ad0ustable- Dull"0itteryStandardized not standardized- aroused"

unarousedRestrictive not restrictive-

1ives customer little c!oice gives customer lots of c!oices.Rela+ed boredcomfortable#uncomfortableattractive#unattractivec!eerful # Depressingcolorful#drabpositive#negativestimulating# Boringgood#badmotivating#unmotivatinginteresting#uninterestingpleasant#unpleasant!mployee Perceptions2ell dressed employees

riendly employeeselpful employees

"usic Perceptions$leasant music/ppropriate musicBot!ersome music

Pleasureappy"un!appyRela+ed Boredsatis3ed"unsatis3ed$leased"annoyed4ontented"melanc!olic

opeful Despairing


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/e use linear regression analysis to fine the strength of the variable. It was found that there is positiverelationship between the variables. #s we !now from frequencies of all variables

Statistics

Statistics

) 5alid 677 Missing 8 Mean 9.:6 Std. (rror of Mean .7;: Median e?ness 6.96: Std. (rror of S>e?ness .8


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Fre#uency

Fle$ible%in e$ible

*e+ible in*e+ible re uency $ercent 5alid $ercent 4umulative $ercent 5alid strongly disagree 9 8.: 9.7 9.7 disagree @


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Descriptive Statistics

N Mean Std. Deviation ariance !urtosis

Statistic Statistic Std. "rror Statistic Statistic Statistic Std. "rror

rela#ed$bored %&& '.&( .%%% %.%&) %.**+ %.,&+ .')(

positive$negative %&& -. * .%&& %.&&* %.&&' %.-)% .')(

/le#ible$in/le#ible %&& -. % .&( .(( .) & *.- - .')(

satis/ied$unsatis/ied %&& -.)+ .&)( .)(& .+&( -.)+, .')(

good$bad %&& -.)+ .%&, %.&'+ %.& - .%&) .')(

pleasant$unpleasant %&& -.), .&(, .(', .)%, -.-)- .')(

rela#ed$bored %&& -.), .&)+ .),) .,)- *. ) .')(

com/ortable$uncom/ortable %&& -.), .&(* .(*% .+)' *.-'% .')(

interesting$uninteresting %&& -.)' .& . % . (* *.%-+ .')(

color/ul$drab %&& -.)- .&)+ .)+- .,(- '.* .')(

/riendly employees %&& -.)& .&)+ .), .,)+ -.+%, .')(

attractive$unattractive %&& -.+( .& * . *& .('+ *.'* .')(

ad0ustable$not ad0ustable %&& -.++ .%&- %.&*) %.&,, .*&, .')(

dull$0ittery %&& -.++ .&(+ .(,, .)-* .(+( .')(

motivating$unmotivating %&& -.+, .& - . *, .(,+ %.(** .')(

happy$unhappy %&& -.+, .& , . ') .( + %.( ( .')(

stimulated$rela#ed %&& -.+- .& * . %) .('* *.*)& .')(

/ren1ied$sluggish %&& -., .&(' .('* .)& %.'-, .')(

accomodating$not

accomodating%&& -.,+ .& ( . )( . ,+ .* - .')(

contented$melancholic %&& -.,, .%&- %.&* %.&,( . ) .')(

pleased$annoyed %&& -.,- .%&* %.&*& %.&- . +' .')(

personali1ed$not

personali1ed%&& -.,- .%&- %.&* %.&+& $.-(% .')(

stimulating$boring %&& -.,* .%&% %.&%& %.&*& %.&*, .')(

unaroused$aroused %&& -.,% .%&+ %.&, %.%*% .')( .')(

calm$e#cited %&& -.'( .&(& .) ) .+-+ %. )* .')(

give customer little choices$

give customer more choices%&& -.'+ .%%( %.%(' %.'&* $.)(* .')(

cheer/ul$depressing %&& -.'- .%%- %.%-& %.*)( .&(( .')(

restrictive$not restrictive %&& -.'* .%%% %.%%* %.*-+ $.*&& .')(

hope/ul$despairing %&& -.'% .%%- %.%* %.*), $.%(' .')(

appropriate music %&& -.'% .%&' %.&-+ %.&)- $.%%% .')(

help/ul employees %&& -.-) .%&' %.&'% %.&(' .&-) .')(

pleasant music %&& -.-* .& ' . '* .((+ $.% % .')(

2ell$dressed employees %&& -.&( .%%% %.%&) %.**+ $. ) .')(

bothersome music %&& *.'* .%% %.% % %.'%( $%.' + .')(

alid N 3list2ise4 %&&


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ornbach=s alpha use to measure the internal consistency. as we have five li!ert scale in our questionnaire

scale and want to determine the reliability of the scale. ,.-:+ shows high level of internal consistency for our scale. The value of alpha may lie between negative infinity and -. 7ating scale -Opoor" 9Oexcellent.

Reliability Statistics

5ronbach6s Alpha

5ronbach6s Alpha 7ased on

Standardi1ed Items N o/ Items

.%+* .*'- %'

Regression

Variables Entered/Removed b

Modelariables

"nteredariables

8emoved Method

% dull$0ittery9 2ell$

dressed

employees9 give

customer little

choices$give

customer more

choices9

pleasant music9contented$

melancholic9

/le#ible$in/le#ible9

bothersome

music9 pleased$

annoyed a

. "nter

a. All re uested variables entered.

b. Dependent ariable: impulse buying

#s #P 3# is the analysis of variance and used for more than two groups. as we have three groups in our model. ne is store environment others are emotions and impulse buying.Mathematically #P 3# can be written asQ i5 O u I R e i5


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there were no linear relationship between the variables then the regression mean squares would beapproximately the same as the residual mean squares. /e can test the null hypothesis that there is no linear relationship using an $ test. The test statistic is calculated as the regression mean square divided by theresidual mean square" and a P value may be obtained by comparison of the test statistic with the $distribution with - and n A + degrees of freedom S + . Esually" this analysis is carried out using a statistical

pac!age that will produce an exact P value. In fact" the $ test from the analysis of variance is equivalent to

the t test of the gradient for regression with only one predictor. This is not the case with more than one predictor" but this will be the sub5ect of a future review. 'o the table given below indicate the linear relationship between the variables.

ANOVA b

Model Sum o/ S uares d/ Mean S uare ; Sig.

% 8egression +).%+' ( (.- + .'+( .()+ a

8esidual %+-*.%'+ % %). -+

" the residual error" which is an unmeasured variable. The parameters in the modelare ," the CAintercept6 -" the first regression coefficient6 and +" the second regression coefficient.

http://www.ncbi.nlm.nih.gov/pmc/articles/PMC374386/#B2http://blog.minitab.com/blog/adventures-in-statistics/a-tribute-to-regression-analysishttp://blog.minitab.com/blog/adventures-in-statistics/a-tribute-to-regression-analysishttp://www.ncbi.nlm.nih.gov/pmc/articles/PMC374386/#B2


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coefficients a

Model

=nstandardi1ed 5oe//icients

Standardi1ed

5oe//icients

t Sig.7 Std. "rror 7eta

% 35onstant4 +.-%% '.*(' %.')- .%''

/le#ible$in/le#ible .-') .,*) .&)' .+,( .,%*

give customer little choices$

give customer more choices$.&%) .-)% $.&&, $.&') . +-

2ell$dressed employees $.,%% .'-' $.%-) $%.%)( .*'*

pleasant music .&)+ .,,' .&%) .%-( .( %

bothersome music $.* ( .'-) $.&(+ $.+(* .' )

pleased$annoyed $.*&& .,%( $.&' $.-() .+

contented$melancholic .&'* .'(( .&%& .&(+ . -*

dull$0ittery $.*- .,*- $.&' $.',( .+'(

a. Dependent ariable: impulse buying

The difference between the observed value of the dependent variable ( y) and the predicted value ( ŷ) is calledthe residual (e). >ach data point has one residual.

7esidual O bserved value A %redicted valuee O y A ŷ

oth the sum and the mean of the residuals are equal to zero. That is" V e O , and e O ,.

Residuals Statistics a

Minimum Ma#imum Mean Std. Deviation N

>redicted alue %. ' +.-, '.%- .(*' %&&

8esidual $'.+%) -).++* .&&& '.&+& %&&

Std. >redicted alue $*.+,) *.)&% .&&& %.&&& %&&

Std. 8esidual $%.& & (.( - .&&& . , %&&

a. Dependent ariable: impulse buying

"harts

Data show homoscedasticity" which is where the variances along the line of best fit remain similar as youmove along the line.


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'iscussion #s it was analyzed in data analysis that our model is a good fit and support the entire obtained hypothesis.More specifically" it was noted that store environment drives impulse buying behavior through emotions.;owever" we did not find any strong evidence of negative effect on impulse buying.

ur research ma!es a number of theoretical contributions. 'herman et al. (-008) discussed about theinfluencing factors of store layout" ambience" and employees on unplanned buying but not on impulse

buying. #s impulse buying is different from unplanned buying ('tern"-0:+). /hile eatty and $errell (-001)explained a model of impulse buying" but they did not consider store level variables.the store environment isalso studied by Fetamohan and hardwa5 and piyush sharma in +,-+. ut the emotional aspects was notinfluenced the store environment separately. 'o it is important to do this because a very high percentage of shopping decisions are ta!en in the store (%ec! and hilders" +,,:6Bhou and /ong" +,,?6Enderhill" -0006).

#ccording to oca ola=s > Muhthar *ent"the point of sale (store) is more important because more thanseventy percent of o!e=s sales is based on impulse purchases (*armali" +,,8). # anadian grocery chain highlighted the fact that the profitability increases if each customer

purchased one additional item" it may increase by more than @, percent ( abin and#ttaway" +,,,). ;ence" by extending eatty and $errell (-001) in this way" our research contributes to the literature.Moreover" existing literature shows the long term effects of store environment (Darden et al."-01?)" whereasthis research discussed the immediate behavior on impulsive buying. #s Donovan et al. (-00@) and 'pies etal. (-008) showing that store environment affects not only the unplanned purchasing (may be done by moreinAstore searching or developing an affectAbased li!ing to a product)" but also pure impulse buying. ac! of

support for ;9. /e did not find support for ;9" i.e. negative affect did not affect to buy impulsivelynegatively.

eatty and $errell (-001) also did not find a particular influence of negative affect on impulse buying. Thereason for this could be that shoppers may not distinguish clearly between preAexisting negative affect that


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may lead to higher impulse buying (e.g. Coun and $aber" +,,,)" after shopping poor experience that maylead to lesser impulsive buying. ;ence further research using alternate methods to measure affect mayclarify the effect of negative effect.

imitations&$uture predictions#lthough our research has valuable contributions" but also has some limitations. $irst" it did not consider theeffect of individual characteristics which may affect impulse buying uo" +,,96 'harma et al." +,-,).'econdly" we design a survey having store environment elements as inAstore variables (employees andmusic). $uture research may use to study the impact of some other variables related to impulse buyingnamed inAstore browsing and en5oying shopping time in a particular period. Third" we do not consider theappearance of a store" and the promotional activities of inAstore" which may also affect impulse buying.$ourth" due to some constraints" our research used a few shopping stores as a setting for our study" and foundsignificant results. $uture research may explore the influence of store environment in more retail stores(2ones et al." +,,?).

(eferences


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de >mpresas y Mar!eting" $acultad de iencias >cono micas y >mpresariales"Eniversidadde 'evilla" 'evilla" 'pain

-@. Impact of store environment on impulse buying behavior Feetha Mohan" ''P 'chool of Management and omputer #pplications" hennai" India" haradhwa5 'iva!umaran" Freat

a!es Institute of Management" hennai" India %iyush 'harma Department of Managementand Mar!eting" $aculty of usiness" The ;ong *ong %olytechnic Eniversity" ;ung ;om"

*owloon" ;ong *ong-9. %reAand postApurchase stage in impulse buying< The role of mood and satisfaction

eyla zer" eyzaFulte!in n ;acettepe Eniversity"Tur!ey >mployee %erformance ues in a ;otel-:. 'ervice >nvironment< Influence on %erceived 'ervice Yuality" 3alue" and /ordAofAMouth

Intentions Michael D. ;artline EI'I#P# 'T#T> EPI3>7'ITC *eith . 2ones EPI3>7'ITC of /I' P'IP A A58@SS"

The effect of store environment on impulse buying behavior influenced by emotions

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