This work in progress aims to shed light on the influence of airports’ sensory environment on the destination image formation, by underlining the need for differentiation in the global market. A two-study approach is proposed with observation and questionnaires, investigating both the internal and external environment of four airports.

This research was conducted to examine repeat online grocery shoppers behavior based on the S-O-R paradigm (Mehrabian and Russell, 1974) for a five year time frame. Not considering any artificial intelligence, generally in the online shopping environment, the image of the store is communicated through their product and site offerings as well as their user-friendliness of the website. Childers et al. (2001) discussed hedonic aspects of an online store environment such as web atmospherics. Furthermore, with a growing importance of atmospheric cues, researchers are now paying attention to consumer characteristics (Moriuchi and Takahashi, 2018). In general, the results show that atmospherics has an impact on pleasure and satisfaction. Both pleasure and satisfaction have an effect on loyalty. Trust served as a moderator between O-R and was significant. Comparing between the 2012 and 2016 data, results show that satisfaction consumers in the 2012 sample did not see an impact on satisfaction on loyalty, and trust was not a moderating factor on satisfaction and loyalty. However, all the other hypothesized relationships were significant for the 2016 sample. The results suggest a couple of practical implications. First, the ease of navigation are important in pleasing and satisfying online grocery shoppers. Marketing practitioners should focus on how to make the overall website easily navigable. This could include having clear display of the products, reviewing of product descriptions and ease of going back to the main menu after adding items to cart. Second, marketing practitioners should focus their attention on the variety of products available and the quality of products available such as pleasure.

With advances in digital technology, retailers are utilizing digital signage which would be a visual factor of atmospherics in a retail environment. Based on stimulus-organism-response (S-O-R) model, this study was to examine a moderating effect of digital signage in relationship between atmospherics and store patronage. To collect data, a self-administered questionnaire was developed based on literatures, and mainly contained usage experience of digital signage, atmospherics (20 items), and store patronage (6 items). All items were measured on 7 point rating scale. Two sampling frames for this study were involved: experienced sample from retail stores with digital signage vs. unexperienced sample from retail stores without digital signage. Each sample was separately asked to complete the same questions regarding experience with digital signage, store atmospherics and store patronage. A total 497 usable responses (n=278 for experienced digital signage; n=219 for unexperienced digital signage) were obtained from consumers who were aged from 20 to 49 years old. For experienced sample, digital signage has been used various types: for example, location-based digital screen for store and shopping information (52.5%) was the most experienced, and followed by LED screen (28.8%) and others (e.g., Digital Look-Book, Virtual-Try-on, Interactive Screen, and Self-checking kiosk) in the fashion retail environments. Of total respondents, females (50.7%) were slightly more than were males (49.3%). For data analysis, descriptive statistics, factor analysis, t-test, hierarchy regression analysis were used by using PASW18. Preliminarily, factor analysis revealed that atmospherics consisted of three elements, such as store layout, visual aesthetics and interior display. The factor loadings were ranged from .60 to .80 and three factors were accounted for 70.42% of total variance. Compared with store without digital signage, the mean score of atmospherics (e.g., store layout, visual aesthetics, and interior display) was more highly rated in the retail stores with digital signage. In a hierarchical multiple regression model, two factors of store layout and interior display had a significant effect on store patronage in the first step (F=69.23, p<.001, Adjusted R2=.29). The store layout (β=.33, p<.001) and interior display (β=.17, p<.01) were likely to increase consumers’ store patronage. Also, interaction effect of digital signage and atmospherics was significant in the second step (R2 Change=.014, F Change=3.386, df1=3, df2=487, p<.05). Digital signage had moderating effect only in the relationship between interior display and store patronage (β=.65, p<.05). The findings suggest that digital signage plays an important role as a stimulus in improving atmospherics at the retail environments. Particularly, the digital signage would be effective in a good interior display including POP signs, product display, racks and cases, furniture, which can lead to store patronage. This study provides a managerial implication into retailers for improving atmospherics by utilizing retail technology inside a store. Especially for fashion retailers, it is required to combine digital technology service with in-store visual merchandising for a retail environment.

Purpose - Pleasing ambient colors, music, scent, layout and salespeople are hypothesized to positively impact shoppers’ perceptions about the atmosphere of a store. Few studies on the interactive effect of these atmospheric factors have earlier been undertaken. This paper looks at the interactive effect of color on the other predictor variables. Research design, data, and methodology - This study is from field locations in the shopping malls located in Delhi NCR. A descriptive study was undertaken to decipher the interactive effect of color with music, scent, layout and salespeople. Moderation of color on music, scent, layout and salespeople is regressed on store atmospherics. The authors investigate the effects of color, light, music, scent, layout and salespeople on store atmospherics in a retail context. They also study the interactive effect of color with predictor variables which significantly influence the perception of store atmospherics. Results - The paper reveals that music, scent, layout and salespeople influence customer’s perception about store atmospherics. The interactive effect of color with scent, layout and sales people influence customer’s perception about store atmospherics significantly. It does not moderate with layout and music. Conclusions - Store color is important in predicting store atmospherics. Care is needed to ensure that the effects of different environmental stimuli match.

Purpose - Pleasing ambient colors, music, scent, layout and salespeople are hypothesized to positively impact shoppers’ perceptions about the atmosphere of a store. Few studies on the interactive effect of these atmospheric factors have earlier been undertaken. This paper looks at the interactive effect of color on the other predictor variables. Research design, data, and methodology - This study is from field locations in the shopping malls located in Delhi NCR. A descriptive study was undertaken to decipher the interactive effect of color with music, scent, layout and salespeople. Moderation of color on music, scent, layout and salespeople is regressed on store atmospherics. The authors investigate the effects of color, light, music, scent, layout and salespeople on store atmospherics in a retail context. They also study the interactive effect of color with predictor variables which significantly influence the perception of store atmospherics. Results - The paper reveals that music, scent, layout and salespeople influence customer’s perception about store atmospherics. The interactive effect of color with scent, layout and sales people influence customer’s perception about store atmospherics significantly. It does not moderate with layout and music. Conclusions - Store color is important in predicting store atmospherics. Care is needed to ensure that the effects of different environmental stimuli match.