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Store environment's impact on variety seeking behavior

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  • Mohan, Geetha
  • Sivakumaran, Bharadhwaj
  • Sharma, Piyush

Abstract

This paper explores the influence of store environment on variety seeking behavior with a model incorporating various components of store environment (music, light, assortment, employee, and layout) and personality variables, optimum stimulation level (OSL) and deal proneness. Using a mall survey with shoppers in Dubai, the study establishes that store environment, OSL and deal proneness affect variety seeking positively. This paper extends extant literature by studying comprehensively the impact of store environment on variety seeking. This research suggests that retailers need to invest in the components of store environment to enhance variety seeking. Methodologically, the model incorporates the Schmid–Leiman factor structure to address the limitations posed by reflective models.

Suggested Citation

  • Mohan, Geetha & Sivakumaran, Bharadhwaj & Sharma, Piyush, 2012. "Store environment's impact on variety seeking behavior," Journal of Retailing and Consumer Services, Elsevier, vol. 19(4), pages 419-428.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:4:p:419-428
    DOI: 10.1016/j.jretconser.2012.04.003
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    References listed on IDEAS

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    10. Priyanka Singh & Maninder Singh, 2018. "Analysing and Prioritizing the Antecedents of Customer Shopping Experience Using Analytical Hierarchy Process (AHP) Modelling," IIM Kozhikode Society & Management Review, , vol. 7(1), pages 59-74, January.
    11. Borges, Adilson & Herter, Márcia Maurer & Chebat, Jean-Charles, 2015. "“It was not that long!†: The effects of the in-store TV screen content and consumers emotions on consumer waiting perception," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 96-106.
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    14. Wang, Yan & Jiang, Jing & Yang, Ying, 2023. "Magic odd numbers: The effect of numerical parity on variety-seeking," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).

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