The atmosphere of a brick-and-mortar store is gaining importance in the current digitalization and dynamic changes in consumer behaviour, with an emphasis on the young adult segment within retail research and practice. The theoretical basis brought the proposal of a model of store atmosphere containing sensory aspects, sales environment, and social environment. The key determinants of the perception of store atmosphere were identified as sex, region, household income, and frequency of use of loyalty programs. The model achieved a high level of validity and reliability. The primary research focused on young adults and identified key points of orientation of management practice in retail for generating a more favourable store atmosphere. We also identified and specified the effects of the studied determinants. It can be expected that women and low-income households will perceive the store atmosphere as a more important aspect of the shopping experience. Loyalty program users are prone to perceive sensory aspects of the store atmosphere. The results thus complement the retail-oriented knowledge base with the possibility of direct application and intervention in managerial and business practice.
Marián Čvirik (Tue,) studied this question.