The impact of store atmospherics on customer behavioral intentions – the mediation role of customer emotions – Egyptian retailing industry case

The purpose of this research is to test the impact of store atmospheric cues on customer behavioral intentions through customer pleasure and arousal emotions. This paper applies the conceptual model on Egyptian retail market.... [ view full abstract ]

The purpose of this research is to test the impact of store atmospheric cues on customer behavioral intentions through customer pleasure and arousal emotions. This paper applies the conceptual model on Egyptian retail market. A self-administrated 384 questionnaires have been used to collect data from a systematic random sample of 384 hypermarkets' customers in Egypt. Exploratory Factor Analysis (EFA) and Structural Equation Modeling (SEM) is used to test the indirect relationship and mediation effect of emotions. Results show that there is a partly significant effect of store atmospherics on customer behavioral intentions via customer emotions in the retail market in Egypt. However, customer arousal effect on customer pleasure didn't significant. The paper concludes with theoretical and managerial implications, limitations, and future research.