The Impact of Atmospheric Stimuli of Store On Human Behaviour

Abstract

This study of how the atmospheric stimuli of stores can affect human behavior (of customers and employees) was divided into two stages. In the first stage, an exploratory research design was used to identify the attributes of the exogenous variables, namely the store exterior, store interior, interior layout, interior displays and human variables. The attributes obtained were then used to conduct the second stage of study using path analysis. The effect of the store on the behavior of customers was determined by the general interior and interior display, while the behavior of the employees was determined by the interior, the interior lay out and the interior display.