Effect of Specialty Store Environment on Consumer’s Emotional States: The Moderating Role of Price Consciousness

Purpose -This research study seeks to explore the effect of retail environment on consumer behavior outcomes, mediated by consumers' emotional states in the stimulus-organism-response framework. It is suggested that the atmosphere, as represented by ambient and social factors, and employees positively infl uence the customer purchase experience, and this experience positively infl uences the intention to become a return customer. Additionally, the moderating eff ect of price consciousness is proposed. While customer experience is defi ned as a multi-dimensional construct, the focus of this study is the aff ective dimension due to its relevance in defi ning the importance of experience.