Purpose: This research attempts to investigate the effect of store environmentalcharacteristics and customers’ positive emotional responses on customers’impulsive buying behavior.Methodology/Design: Data is obtained by structured questionnaire from customersof apparel stores of Rawalpindi and Islamabad. Convenience sampling technique isused for taking sample. Data is examined for the acceptance or rejection of thedeveloped hypotheses by SPSS.Findings: The current research has established direct and indirect relations amongstore environmental characteristics, customers’’ positive emotional responses a5dimpulsive buying behavior of customers. But only ambient characteristics of storeenvironment have indirect effect on impulse buying behavior.Implications: This research is expected to provide a better understanding of thevariables that influence impulsive buying behavior. It also delivers importantimplications for the marketers and retailers. Current research also delivers thelimitations and suggests recommendations for future studies.Limitations: This studyuses only listed commercial banks of Pakistan. All other i.e. specialized banks areexcluded in this study.
Yaqoob et al. (Tue,) studied this question.