Factors that effects store atmosphere on store patronage intention among students of UiTM Selangor

This study examines how store atmosphere influence consumers’ emotional responses in the shopping environment, and how these emotions, in turn, influence consumers’ store attitudes. It also supplements emerging research on store patronage intention by identifying through Google Docs which have been sent through emails. The data, collected from a sample of 3 campuses of UiTM Selangor consumers in Selangor, indicate that store atmosphere have a pronounced. Effect on store patronage intention, and that these emotional experiences serve as critical mediators in the store characteristics store attitudes relationship. The implications of this research for future work on the retail environment and consumers’ emotional responses are discussed. Many factors, both obvious and subtle, influence customers’ store patronage intentions. Using Google Docs Questionnaire, it enabled researcher to experimentally manipulate the number of visible store employees, number of customers and test the relative importance of wait expectations and store atmosphere evaluations on patronage intentions. These constructs are found to be critical antecedents of store patronage intentions in the context of the service-intensive retail store at which the model was tested. Researcher also find support for the direct effects of gender on wait expectations and store atmosphere evaluations. Researcher discuss some implications for retailing research and practice