1Ariya Atthawuttikul and Roongrot Ratanapichetkul, Faculty: Architecture, Major: Multidisciplinary Design Research, KMITL

Store environment’s impact on variety seeking behavior

Geetha Mohana,*,Bharadhwaj Sivakumaranb,1,Piyush Sharmac,2

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Outline:

- ABSTRACT- Introduction- Conceptual framework and hypotheses development- Method- Results- Discussion- Limitations and future research

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ABSTRACT

Personality Variab

le

Personality Variab

le

Optimum Stimulatio

n Level (OSL)

Deal Proneness

Deal Proneness

Survey ResearchSurvey

ResearchStore Environment

Store Environment

Schmid-Leimen factor --> Reflective Model

Schmid-Leimen factor --> Reflective Model

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ABSTRACT

(OSL = Optimum Stimulation Level)

Gestalt Theory: The Whole is more than the sum of the part (ส่�วนรวมม�ผล

มากกว�าส่�วนย่�อย่)

Gestalt Theory: The Whole is more than the sum of the part (ส่�วนรวมม�ผล

มากกว�าส่�วนย่�อย่)

(Gestalt of consumers’ perceptions of store)

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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)

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Store Environment

Store Environment

Optimum Stimulation Level

Deal Pronen

ess

Social Factors

Design Factors

Ambient Factors

Variety Seeking Behavior

Variety Seeking Behavior

Positive

affect

H1H2

H3

H4

H5

Proposed model of the impact of store environment on variety seeking behavior

Conceptual framework and hypotheses development

H1: Positive affect and variety seeking behaviorH2: Store environment and positive affectH3: Store environment to variety seeking behaviorH4: Optimal Stimulation Level to variety seeking behaviorH5: Deal proneness to variety seeking behavior

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Total of 350 shopper were approached out of which 212 agreed to participate in the study. Finally this was pruned to 200 and this sample size was 57%

for the model.

Total of 350 shopper were approached out of which 212 agreed to participate in the study. Finally this was pruned to 200 and this sample size was 57%

for the model.

Average age of the shopper was 28.5 ~ 29

years

Average age of the shopper was 28.5 ~ 29

years

Data collection: Survey technique

Sex

Status

Education

Job

5 popular grocery stores

5 popular grocery stores

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Data collection: Survey technique

The mean age 29 years

62%

38%

Hours on weekdaysHours on weekdays WeekendsWeekends

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MusicLight

Data collection: Survey technique

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Data collection: Survey technique

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Method

- Data collection : Survey technique- Measures- Structural Model- Schmid-Leiman Factor Structure

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Store Environment

Store Environment

Music1

Music2

Light1

Light2

Employee1Employee2

Light3

Employee3Layou

t1Layout2

Music

Light

Employee

Layout

Typical Schmid-Leiman factor structure

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Results

NNFI = The no normed fit indexIFI = Incremental fit indexCFI = Comparative fit indexRMSEA = Root mean square error off approximationRMSR = Root mean square residual

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Store Environment

Store Environment

Ambient

factors

Design

factors

Social

factors

Lay out1

Light3

Employee1Employee2Employee3

Lay out2

Light2

Light1

Music2

Music1

Typical second order factor structure

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Structural model of the impact of store

Environment on variety seeking behavior

Store Environment

Store Environment

Positive

affect

Positive

affect

Variety Seeking Behavior

Variety Seeking Behavior

Optimum

Stimulation Level

Optimum

Stimulation Level Deal

Proneness

Deal Proneness

Scent

Scent1Scent2Scent3

Music

Music1Music2

Light

Light1Light2Light3

Assortment

Assortment1

Assortment2

Assortment3

Layout Layo

ut3

Layout2

Layout1

Employee

Employee1Employee2Employee3 0.2

0

0.27

0.32

-0.16N/S

0.07N/S

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Discussion

Not signific

antSignifican

t

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Limitations and future research1 2 3

East-vis-à-vis-West

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Thank you for attention