The Influence of Store Atmosphere on Store Patronage Intention: The Mediating Effect of Self-Congruity

Purpose: The purpose of this study is to identify the relationship between store atmosphere and store image, affective commitment and store patronage intention. In addition, it is also to verify the mediating role of self-congruity in the relationship between store atmosphere, store image, and affective commitment. Research design, data, and methodology: This study surveyed 350 people who had experience shopping or purchasing luxury goods at famous department stores in Korea through face-to-face interviews. A total of 320 copies were used for the empirical analysis excluding the questionnaire that was not sincere and inappropriate. The SPSS 21.0 and AMOS 20.0 statistical packages were used to verif y the validity and reliability o f the data. The research hypothesis was obtained by structural equation modeling(SEM). The variables used were store atmosphere, store image, affective commitment, store patronage intention and self-congruity. Results: As a result of the analysis of this study, store atmosphere had a positive effect on store image, but there was no effect on affective commitment. Store image had a positive effect on both affective commitment and store patronage intention, and affective commitment had a positive effect on store patronage intention. In addition, in the relationship between store atmosphere and store image, self-congruity was partially mediated, whereas in the relationship between store atmosphere and affective commitment, self-congruity was completely mediated. Research implications or Originality: Marketers of department stores need to improve their store image by providing aesthetic design and convenience store space so that customers can enjoy the pleasure of shopping while remaining stable for a long time. In addition, it is necessary to practice customer-oriented service not only to improve the service environment so that shoppers can feel pleasure and enjoyment, but also to maintain long-term relationships with excellent customers. The atmosphere and image of the store should also be improved to suit the self-image of shoppers.