Role of Store Image in Consumer Impulse Buying Behavior
We posit that store image drives impulse buying through positive affect, negative affect and urge to buy impulsively. We hypothesize that shopping enjoyment would drive impulse buying through positive affect, while impulse buying tendency would drive impulse buying through urge and self-regulation would drive impulse buying through negative affect. A mall survey conducted to test our structural model established strong support for our model, finding that store image drives impulse buying. Retailers may therefore focus on enhancing store image. We integrate the store image literature with impulse buying and methodigically we incorporated the Schmid-Leiman factor structure in our model.
M Geetha, Bharadhwaj Sivakumaran, and Piyush Sharma (2009) ,"Role of Store Image in Consumer Impulse Buying Behavior", in AP - Asia-Pacific Advances in Consumer Research Volume 8, eds. Sridhar Samu, Rajiv Vaidyanathan, and Dipankar Chakravarti, Duluth, MN : Association for Consumer Research, Pages: 194-194.
M Geetha, Department Of Management Studies, Indian Institute Of Technology Madras
Bharadhwaj Sivakumaran, Department Of Management Studies, Indian Institute Of Technology Madras
Piyush Sharma, Department Of Management and Marketing,Hongkong Polytechnic University,Hongkong
AP - Asia-Pacific Advances in Consumer Research Volume 8 | 2009
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