Clothing Store Atmosphere And Impulsive Buying Intention:a Empirical Study

Storeatmosphere is playing an increasing important role in current business exchanges. Because impulsive buying behavior often occurs in Store, it is critical to form an excellent store atmosphere to consumer. In prior research, storeatmosphere is positively related to the consumers’ impulsive buying behavior and also can promote the performance. Based on the M-R theory, we postulate that the clothes store atmospherepositively affects the consumers’ responses and different level of involvement can moderate the effect and emotion mediatesthis relationship.The conclusion of this study shed light on the clothing store’s marketing in three aspects:(1) Marketers should not only focus the product itself but also on the store atmosphere.When designing the store atmosphere, we can consider the indoor、 outdoor、location and design、point of purchase and the act of man.(2) Marketers should pay more attention to the consumers’ emotions.(3) Marketers should prevent consumer from high involvement in their buying process.