A research on the effect of store atmosphere on hedonic consumption and impulsive buying behavior

In today's highly competitive retail industry, businesses are trying to understand changing consumer behaviors and find new ways to reach them. In this context, businesses use the store atmosphere to activate consumer emotions, which is known to affect consumers' purchasing behavior. The main purpose of this study is to determine the effect of store atmosphere on hedonic consumption and impulse buying behavior. The scope of the research consists of consumers who are 18 years of age or older living in Bartın and who shop at clothing stores. In the study, a questionnaire study was conducted with 470 participants by using the simple random method. In the analysis of the data obtained within the scope of the research, standard deviation, arithmetic mean, frequency distribution, reliability analysis, explanatory factor analysis and amos structural equation modeling were used. As a result of the factor analysis, it was concluded that there are four dimensions that make up the store atmosphere and these are the store atmosphere decor, the store atmosphere human, hedonic consumption and unplanned purchasing. As a result of the analysis, it was concluded that the store atmosphere decor factor affects hedonic consumption and hedonic consumption affects unplanned purchasing. Keywords: Hedonic consumption, store atmosphere, impulsive buying