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    Store Environment’s Impact on Variety Seeking Behavior

    Access Status
    Fulltext not available
    Authors
    Mohan, G.
    Sivakumaran, B.
    Sharma, Piyush
    Date
    2012
    Type
    Journal Article
    
    Metadata
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    Citation
    Mohan, G. and Sivakumaran, B. and Sharma, P. 2012. Store Environment’s Impact on Variety Seeking Behavior. Journal of Retailing and Consumer Services. 19 (4): pp. 419-428.
    Source Title
    Journal of Retailing and Consumer Services
    DOI
    10.1016/j.jretconser.2012.04.003
    ISSN
    0969-6989
    URI
    http://hdl.handle.net/20.500.11937/10215
    Collection
    • Curtin Research Publications
    Abstract

    This paper explores the influence of store environment on variety seeking behavior with a model incorporating various components of store environment (music, light, assortment, employee, and layout) and personality variables, optimum stimulation level (OSL) and deal proneness. Using a mall survey with shoppers in Dubai, the study establishes that store environment, OSL and deal proneness affect variety seeking positively. This paper extends extant literature by studying comprehensively the impact of store environment on variety seeking. This research suggests that retailers need to invest in the components of store environment to enhance variety seeking. Methodologically, the model incorporates the Schmid–Leiman factor structure to address the limitations posed by reflective models.

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