The Study On The Infuluential Relation Of Store Environment To Consumer’s Purchasing Intention-based On The Historical Clothing Brands

In recent years, the government focuses on the revitalization of historical clothing brands. In addition, the scholars also focus on the development of historical clothing brands, due to clothing is the necessities in people’s life. Nowadays, with the development of experience marketing era, customers are more and more lay emphasis on the experience consumption of store environment. As for the enterprise with a long history, how to create a better store environment is an issue. A good environment can promote consumer’s purchase intention to increase the enterprise’s profit.The paper mainly discussed the relation of store environment and customer’s purchase intention based on the model of S-O-R for historical clothing brands. Besides, the paper combined theoretical research with empirical research, summarized the following conclusions through the date of the questionnaire survey.The study results show that: First of all, the store environment of historical clothing brands influences customer’s purchase intention through cheerful mood, not through excited mood. Second, the store environment of historical clothing brands includes store design, store layout and store atmosphere, they are related to cheerful and purchase intention, not to excited mood.Through the above study results, the paper come up with the following suggests as for the historical clothing brands. The company of historical clothing is supposed to make a good use of store environment. Furthermore, pay attention to cultivate the cheering and excited mood.