IMPACT OF STORE MULTI-SENSORY STORE ENVIRONMENT STIMULI ON CUSTOMER’S SHOPPING BEHAVIOUR USING CFA

The research objective is to identify and verify the cause-and-effect relationship environmental sensory components (i.e., display and layout, music, light and cleanliness and participant), consumer emotion, and consumer behavior intension in an apparel context by applying the Mehrabian-Russell, Stimuli-Organism-Response model. The result showed the acceptance level of model fit (χ2/df 4.189, p < 0.001 CFI 0.869⃰ ⃰ GFI 0.808⃰ ⃰ RMSEA 0.072⃰ ⃰) for the proposed model. Store display and layout, light had significant impact on pleasure of emotion, and music and cleanliness and participant had direct impact on customer behavior intension. Store pleasure significantly influences on customer behavior intension: however, arousal and customer retail experience did not. These study results have important implication for the apparel retail industry in understanding how to create and manage their sensory environment resource to affect customer's emotion and behavior intension