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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
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    File URL: https://mpra.ub.uni-muenchen.de/114026/1/MPRA_paper_114026.pdf
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    References listed on IDEAS

    as
    1. 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.
    2. 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.
    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).
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    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

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