Do environmental factors affect the market atmosphere, amount of purchases and customer attitude?
by Amir Reza Konjkav Monfared; Arefe Mansouri; Elahe Hosseini
International Journal of Business and Emerging Markets (IJBEM), Vol. 15, No. 2, 2023

Abstract: The purpose of this study is to investigate the effect of environmental factors on the atmosphere of chain stores in Iran as well as the effect of the related atmosphere on customers' attitude and purchase intention. A five-point Likert scale questionnaire was used to collect the data. The questionnaire was distributed among 220 customers who purchased from Iranian stores in the autumn of 2019. Data analysis was performed using the structural equation method. The obtained Cronbach's alpha for all constructs was above 0.7 and the extracted mean of variance was greater than 0.5; hence, the validity and reliability were confirmed. The findings of this study showed that lighting, entertainment, and cleanliness have a significantly positive effect on customers' attitudes regarding the mall atmosphere. In this respect, it was also found that the mall atmosphere has a significant effect on the purchase intention. Moreover, the customers' attitudes as well as the customers' intention have a significant and positive impact on the purchase intention.

Online publication date: Fri, 21-Apr-2023

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