Presenting the related model of store environment effective elements on consumer feelings and impulsive buying: Application of Future study approach in retail industry

This study aims to investigate a process in which four store environment elements (music, lighting, staff, and layout) and two individual characteristics (attitude to enjoy shopping and attitude to impulsive buying) affect the impulsive buying behavior through positive and negative feelings and force the person to do shopping by future study approach in retail industry. The required data were collected using a standardized questionnaire given to 385 shoppers from the Refah Chain Stores across the city of Tehran. The validity was tested using content validity and confirmatory factor analysis and the reliability was tested using Cronbach's alpha. For data analysis using the structural equations, the statistical software PLS 3.0 has been used. In the structural model tested by PLS, the researchers have found that the store environment could lead to impulsive buying through the positive effect and motivation and also help retail industry in future by estimating of consumer behavior. The results have also shown that the personality variables affect the impulsive buying through the negative effect and motivation. It was also revealed that layout is the most important factor affecting the impulsive buying.