This study aims at exploring the theme of creating and managing store atmosphere of chain store supermarket from customer’s point of view. The findings from the study indicate: (1) The customer-perceived factors of store atmosphere of supermarket include 6 factors in 3 categories, that is, design factors, ambient factors (including intangible factors and visual stimulus) and social factors (including image of service personnel, image of other customers and environmental crowding); (2) Store atmospheric factors have significant positive correlation with customer approach behaviors, design factors being the most significant impact among all factors. Store atmospheric factors will influence not only customer emotions but also customer cognitive valuations of commodities and services. Customer cognitive valuations and emotional responses will affect customer approach behaviors significantly; meanwhile, customers’ cognitions and emotional responses will moderator the impact of store atmosphere on customer behaviors partially; (3) Customers with various characteristics (including different shopping planning, time urgency, environmental familiarity etc.) have significant differences in customer perceptions and behaviors in general. Finally, this study proposes specific suggestions and measures of how to create a pleasant store atmosphere in chain store supermarket according to results of empirical analyses.
Key words: Chain store supermarket, store atmosphere, customer perception, approach-avoidance behaviors.
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