Impact of store environment on impulse buying behavior - Application of stimulus - organism - response model to women's beauty retail environment in ho Chi Minh city
Abstract
The purpose of this study is to assess how consumers’ satisfaction on the beauty retail environmental characteristics may trigger them to make impulsive buying purchases in the beauty market. Particularly, the Stimulus – Organism – Response model is adopted into the structure so as to explain this relationship through the consumers’ positive emotional states. Consumers’ time and money availability at the time being at the store would be treated as a moderation which may alter the strength of how the consumers’ positive emotional state mediates their impulse buying behavior.
Quantitative approach was used to analyze a dataset of 323 respondents, yet only 288 survey forms were validly done via both online and offline channels. These respondents were female consumers living Ho Chi Minh City and possessing characteristics that were representative and well-suited with the study’s phenomenon such as having interests in the beauty items and aesthetic values. However, due to the restraints of human resources, time, and money, biases may occur as only three cosmetics shops were chosen to be the survey field. The remainders of the dataset were collected online.
The outcome of this study is significantly supported. Within the beauty market, retailers having better store environmental characteristics will receive more positive emotional responses from the consumers. With or without the moderation of consumers’ time and money availability, this emotion of having positive feelings will lead to the consumers’ decision of making impulsive purchases. However, if there is an existence of consumers’ time and money availability, the likeliness to occurring impulsive purchases would be strengthened as the more extra time and money the consumers have, the more chances they would make unplanned decisions.