The Mediating Role of Shopping Lifestyle between Store Atmosphere and Impulse Buying in Retail Store
Keywords:
store atmosphere, impulse buying, shopping lifestyle, mediating, retail storeAbstract
This study investigates the relationship between store atmosphere and impulse buying, focusing on shopping lifestyle as a potential mediator shaping impulse buying decision making. We argue that store atmosphere is an efficient way to apply behavioral considerations in the impulse buying decision making that occurs. Using proportional stratified sampling method, we collected data through questionnaires from consumers of X Retail Store residing in Semarang City. Due to the complex model and small sample size, the SmartPLS method was applied to analyze the structural relationships between measured and latent constructs. The results showed that store atmosphere has a significant positive effect on impulse buying decisions, while shopping lifestyle plays an important role in the relationship between store atmosphere and impulse buying decision making. Our results support that shopping lifestyle mediates store atmosphere on impulse buying at X Retail Store in Semarang City.
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