A Study on the Store Atmosphere

Dong-Chul(Department of Business Administration Graduate School of Seoul National University)

I. Introduction

Human behavior consists of two dominant factors, namely, personality and environment.

B = f (P, E)

So, consumer's buying behavior consists of consumer's personality and the atmosphere of store where he is buying because consumer's buying behavior, including patronage, is also a human behavior.

Therefore, this research is to study is to study on the store atmosphere by using environmental psychology approach.

. Epitome

Models of human-environment transaction can be divided into 4 forms in terms of two basic dimensions.

Among the forms of human-environment transaction, if we take a look at only the reactive side, it's possible to use the basic model as following ;

Using the modes of human-environment transaction, those of customer-store (atmosphere) transaction can be obtained as following ;

And the response in the customer's side also can be changed as following ;

This research is to be developed based on the above-mentioned basic frame and each chapter is as following ;

Chapter I:Introduction

II:Human and environment

III:Organization factors of the store

IV:Customer's emotional responses in the store

V:Customer's behavioral responses according to the store atmosphere

VI:Empirical Research

VII:Conclusion

. Conclusion

The Store atmosphere can let the customers experience some kinds of emotional states and according to emotional states experienced in the store customer's behaviors are influenced considerably

Therefore the store manager should make an effort to produced better store atmosphere creating better emotional states to induce customer's desirable behaviors.