IDEAS home Printed from https://ideas.repec.org/p/pra/mprapa/114026.html
   My bibliography  Save this paper

Do store atmosphere and playfulness matter during the ongoing pandemic crisis?

Author

Listed:
  • Niros, Meletios
  • Niros, Angelica
  • Omri, Spyridon

Abstract

The purpose of this research is to check whether store atmosphere and playfulness matter during the ongoing pandemic crisis. To fulfil this purpose, we utilized an online self-administered survey in Greece using pretested scales from past research. The sample consisted of 400 adult consumers with recent experience in store settings. Findings revealed that store atmospheric cues remain influential in terms of experiential value and more specifically in terms of playfulness or hedonic value during the pandemic. However, an adjusted mix of atmospheric cues is important to trigger playfulness such as display, music, and color. Moreover, playfulness was proven to be a very strong precursor of repurchase intentions. Regarding the originality and value of this research, this study is the first to explore the antecedents and effects of playfulness on physical stores during the pandemic. As a result, a mix of atmospheric cues are proposed to strengthen playfulness, which is very important during the pandemic to outcome favorable behavioral intentions.

Suggested Citation

  • Niros, Meletios & Niros, Angelica & Omri, Spyridon, 2022. "Do store atmosphere and playfulness matter during the ongoing pandemic crisis?," MPRA Paper 114026, University Library of Munich, Germany.
    • Handle: RePEc:pra:mprapa:114026
    as

    Download full text from publisher

    File URL: https://mpra.ub.uni-muenchen.de/114026/1/MPRA_paper_114026.pdf
    File Function: original version
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Marta Blazquez & Rosy Boardman & Luyu Xu, 2019. "International flagship stores: an exploration of store atmospherics and their influence on purchase behaviour," International Journal of Business and Globalisation, Inderscience Enterprises Ltd, vol. 22(1), pages 110-126.
    2. Hussain, Riaz & Ali, Mazhar, 2015. "Effect of Store Atmosphere on Consumer Purchase Intention," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 7(2), pages 35-43.
    3. Vilnai-Yavetz, Iris & Gilboa, Shaked & Mitchell, Vince, 2021. "Experiencing atmospherics: The moderating effect of mall experiences on the impact of individual store atmospherics on spending behavior and mall loyalty," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Jinjing Yang & Cong Cao & Chensang Ye & Yangyan Shi, 2022. "Effects of Interface Design and Live Atmosphere on Consumers’ Impulse-Buying Behaviour from the Perspective of Human–Computer Interaction," Sustainability, MDPI, vol. 14(12), pages 1-21, June.
    2. Md. FarhanFaruqui & Fabliha Tasnim Hride, 2019. "Influence of Shelf Space Arrangement on Buying Behavior," International Journal of Business and Social Research, LAR Center Press, vol. 9(3), pages 52-60, March.
    3. Vivek Devvrat Singh & Utkal Khandelwal & Ankit Saxena, 2023. "Measuring Emotional Response from the Mall Experiences: A Case of Tier II and III City Malls in India," European Journal of Business Science and Technology, Mendel University in Brno, Faculty of Business and Economics, vol. 9(1), pages 118-135.
    4. Hassaan Ahmed & Hadiqa Riaz, 2018. "IImpact of Store Environment on Impulse Buying (A case of International Modern Trade Retailers in Karachi)," KASBIT Business Journals (KBJ), Khadim Ali Shah Bukhari Institute of Technology (KASBIT), vol. 11(1), pages 57-76, December.
    5. Ganesh Dash & Debarun Chakraborty, 2021. "Digital Transformation of Marketing Strategies during a Pandemic: Evidence from an Emerging Economy during COVID-19," Sustainability, MDPI, vol. 13(12), pages 1-19, June.
    6. Shahzad Nasim, & Musarrat Shamshir, 2019. "Impact Of Landscaping Of Shopping-Mall On Customer Preferences: A Qualitative Study Of Shopping Malls Located In Karachi," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 15(2), pages 14-24.
    7. Jalal Rajeh Hanaysha, 2020. "Marketing Mix Elements and Corporate Social Responsibility: Do they Really Matter to Store Image?," Jindal Journal of Business Research, , vol. 9(1), pages 56-71, June.
    8. Jacinta Ana Neves & Ephrem Habtemichael Redda & Natasha de Klerk & Natasha de Klerk, 2018. "External Factors Influencing the Cognitive Response of Impulse Buying Behaviour amongst Generation Y Students," Journal of Economics and Behavioral Studies, AMH International, vol. 10(5), pages 264-273.
    9. Abbas N. Albarq, 2021. "Effect of Web atmospherics and satisfaction on purchase behavior: stimulus–organism–response model," Future Business Journal, Springer, vol. 7(1), pages 1-8, December.
    10. Shuai Yang & Lei Li & Jiemin Zhang, 2018. "Understanding Consumers’ Sustainable Consumption Intention at China’s Double-11 Online Shopping Festival: An Extended Theory of Planned Behavior Model," Sustainability, MDPI, vol. 10(6), pages 1-19, May.
    11. Md. FarhanFaruqui & Fabliha Tasnim Hride, 2019. "Influence of Shelf Space Arrangement on Buying Behavior," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 9(3), pages 52-60, March.
    12. Shakaib Farid, Dania & Ali, Mazhar, 2018. "Effects of Personality on Impulsive Buying Behavior: Evidence from a Developing Country," EconStor Open Access Articles and Book Chapters, ZBW - Leibniz Information Centre for Economics, vol. 5(1), pages 31-43.
    13. Vannucci, Virginia & Dasmi, Costanza & Nechaeva, Olga & Pizzi, Gabriele & Aiello, Gaetano, 2023. "WHY do YOU care about me? The impact of retailers’ customer care activities on customer orientation perceptions and store patronage intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 73(C).
    14. Nieves-Pavón, Sergio & López-Mosquera, Natalia & Jiménez-Naranjo, Héctor, 2023. "The factors influencing STD through SOR theory," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    15. Shahzad Nasim & Musarrat Shamshir, 2018. "Consumer Behavior Towards Shopping Malls: A Systematic Narrative Review," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 14(1), pages 81-94.
    16. Zhou, Jiaying & Dahana, Wirawan Dony & Ye, Qiongwei & Zhang, Qingyu & Ye, Mingqi & Li, Xi, 2023. "Hedonic service consumption and its dynamic effects on sales in the brick-and-mortar retail context," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    17. Shahzad Nasim & Musarrat Shamshir, 2018. "Consumer Behavior Towards Shopping Malls: A Systematic Narrative Review," IBT Journal of Business Studies (JBS), Ilma University, Faculty of Management Science, vol. 14(1), pages 14-17.
    18. Ye, Yuchen & Yang, Yikai & Huang, Qi, 2023. "Identifying and examining the role of pop-up store design: A mixed-methods study," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    19. Pantano, Eleonora & Viassone, Milena & Boardman, Rosy & Dennis, Charles, 2022. "Inclusive or exclusive? Investigating how retail technology can reduce old consumers’ barriers to shopping," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    20. Xiao Dou & Chih-Fu Wu & Kai-Chieh Lin & Jeih-Jang Liou, 2019. "What Color Does the Consumer See? Perceived Color Differences in Plastic Products in an LED-Lit Environment," Sustainability, MDPI, vol. 11(21), pages 1-15, October.

    More about this item

    Keywords

    Store atmospherics; playfulness; customer experiential value; pandemic crisis;
    All these keywords.

    JEL classification:

    • M3 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing

    NEP fields

    This paper has been announced in the following NEP Reports:

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:pra:mprapa:114026. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Joachim Winter (email available below). General contact details of provider: https://edirc.repec.org/data/vfmunde.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.