The role of light and store layout in attracting young customers - Case study of The coffee house
Abstract
In retail environment, lighting and store layout are important components as they elicit atmosphere and affect shopping behaviors. Cognizant of the benefits and significances of layout and lighting design in retail stores, this study was conducted to investigate the effectiveness of lighting and store layout consumers’ approach behavior. Quantitative method and PLS – SEM are utilized to examine the interactive effects of store layout and lighting design on customers’ approach intention towards coffee chains The Coffee House in Ho Chi Minh City and underlying mechanisms that affect these intentions.