The Influence of Store Environment on Perceived Experiential Value and Behavior Intention

Abstract

This study attempts to embed perceived experiential value into the integrated model of perception and behavior intention to exploit the relationships between environmental stimuli, perceived service quality, perceived merchandise quality, perceived price, emotion, and behavior intention. We employ LISREL to analyze the research framework and a modified model. We conclude that social cues would have little effect on the perceived price and emotion, while ambient cues have a small impact on the perceived merchandise quality. We consider that emotion not only mediates between design cues and the perceived price, but also directly or indirectly influences the perceived experiential value, which then contributes to behavior intention. Notwithstanding the importance of the perceived merchandise quality in prior studies, this study proposes that it is not so crucial when juxtaposing other cues in stores, thus providing another insight into store management.

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