Title : THE INFLUENCE OF PERCEPTIONS OF THE SHOP ENVIRONMENT ON THE EMOTIONAL RESPONSE AND IMPULSIVE BUYING OF MALE SHOPPERS WHICH IS MODERATE BY THE NATURE OF CONSUMER IMPULSIVITY (Imprudence, Self-Indulgence, Lack of Self-Control)(Study of Male Shoppers at Department Store X Banjarmasin)
Author : RR Yulianti Prihatiningrum
Universitas Airlangga
Item Type : Thesis (Dissertation)
Abstract
This study aims to investigate the influence of the store environment (ambient, design, sales promotion, sales associates) and emotional responses (pleasure and arousal) on the impulse buying behavior of male shoppers, using the Stimulus-Organism-Response (SOR) framework paradigm. The SOR model in this research involves the role of consumer impulsiveness both as a predictor of impulsive buying and as a moderator of the relationship between the store environment and emotional responses, and the relationship between emotional responses and impulsive buying. Many studies in retail settings produce inconsistent results regarding the relationship between store environment and emotional responses and impulsive buying, so a unique SOR model is needed involving the moderating variable consumer impulsiveness (CI) (Vieira and Torres, 2014; Elbachir and Chenini, 2016; Vieira , 2012). Furthermore, CI also functions as a predictor for impulse buying referring to Mohan et al.'s (2010) study that consumer behavior is best predicted by personality factors. The consumer impulsiveness construct uses the proposal of Sharma et al (2014) which includes three dimensional structures (traits), namely imprudence, self-indulgence, lack of self-control because it is better able to represent the complex nature of consumer impulsivity, including affective, cognitive and behavioral aspects. This study involved 185 male shoppers at the X Duta Mall department store in Banjarmasin, South Kalimantan, where sampling was carried out using mall intercept. Based on SEM analysis with SmartPLS 3.0 Professional, the results of this study show that (1) Store Environment does not have a significant effect on Impulsive Buying, (2) Store Environment does not have a significant effect on Emotional Responses, (3) Emotional Responses have a significant effect on Impulsive Buying, (4) ) Consumer Impulsiveness has a significant influence on Impulsive Buying, (5) Consumer Impulsiveness does not moderate the influence of the Store Environment on Emotional Responses, (6) Consumer Impulsiveness does not moderate the influence of Emotional Responses on Impulsive Buying. The findings of this study indicate that emotional responses and consumer impulsiveness are the main determinants in creating impulse purchases among male shoppers. So, based on the findings in this study, retail managers (department store
Uncontrolled Keywords: store environment, consumer impulsivity, emotional response, impulse buying
