How Store Atmosphere Drives Impulse Buying: The Roles of Emotion, Value, and Self-Control
DOI:
https://doi.org/10.47313/oikonomia.v21i2.4279Keywords:
Store Atmosphere, Emotional Arousal, Impulse Buying, Perceived Value, Self-ControlAbstract
Purpose This study examines how store atmosphere influences impulse buying behavior among Generation Z consumers in Indonesia through the sequential mediating roles of emotional arousal and perceived value, as well as the dual moderating role of self-control. Methodology A quantitative, explanatory design was applied with data from 300 Gen Z consumers who shop offline at Oh!Some Store. Using purposive sampling and SEM-PLS analysis with SmartPLS 4, the study tested both direct and indirect effects. Findings Results reveal that store atmosphere significantly enhances emotional arousal and directly affects impulse buying. Emotional arousal increases perceived value, forming a sequential mediation pathway that links sensory stimuli to spontaneous purchases. Moreover, self-control moderates both the direct relationship between store atmosphere and impulse buying and the indirect path through perceived value, indicating that individuals with higher self-regulation are less likely to buy impulsively. Suggestions Future research may explore other consumer groups or retail formats and integrate additional psychological variables to expand the understanding of emotional–cognitive mechanisms underlying impulse buying.
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