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.
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
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