Impact of Store Atmosphere on Impulse Buying Behaviour: Moderating Effect of Demographic Variables

Abstract

Impulse buying as an unplanned purchasing decision is influenced by several factors. This study explores the relationship between store atmosphere and impulse buying behavior (IBB). It also examines how demographic variables such as age, gender, and education affect the relationship between store atmosphere and IBB. Mall intercept technique was used to collect data from over seven hundred shoppers from eighteen mega stores in Pakistan using self administered questioners. In order to analyze the data and test the Hypothesis, Structure Equation Modeling (SEM) technique was used. The results suggest that store atmosphere has positive relationship and significant influence on IBB. Additionally, it reveals that only one demographic variable i.e. age has substantial influence on IBB while other variables such as gender and education bear insignificant relationship with IBB. Age moderates the relationship between store atmosphere and IBB. This study is a valuable addition in the existing literature and the findings of the study would be helpful in making different selling and retailing decisions. From a managerial perspective, it is recommended that marketers and the retail managers can considerably enrich the IBB through improving the store environments. In contrast to the common studies that research the impact of store atmospheres on IBB, this research mainly takes into account the demographic variables as moderators.