Store Environment’s Impact on Variety Seeking Behavior

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.