The An Influential Role of Luxury Fashion Store Environment


Ariyaporn Nunthiphatprueksa


     This empirical research aims to examine the effect of offline store environment on consumer emotion and purchase intention in the context of luxury retailing. The quantitative research was conducted to test a hypothesized relationship among offline store environments related to consumer emotion and purchase intention. To collect information, an online questionnaire was used as a research instrument and distributed to fans who subscribed in online luxury communities. The total number of valid returned questionnaires was 193 (44.67 percent response rate). The results showed that all ambient, design and social cues within luxury store had a positive influence on consumers’ pleasure and arousal. While ambient cues only influenced their pleasure, design cues influenced their arousal. In addition, social cues exhibited the impact on both pleasure and arousal. The layout of luxury fashion store should examine the attributes of its physical facilities including navigability, store and product display, decorations, and visual complexity. Regarding the social cues, the policies towards a number and quality of salesperson and the existence of other customer in the luxury store should be launced. To consolidate the knowledge gained in this area, the research became beneficial in shaping marketing strategy for retailers and even more useful for Thailand in terms of economic analysis.

Keywords: Luxury Fashion, S-O-R Model, Store Environment, Purchase Intention


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Research Articles


How to Cite
NUNTHIPHATPRUEKSA, Ariyaporn. The An Influential Role of Luxury Fashion Store Environment. Journal of Community Development Research (Humanities and Social Sciences), [S.l.], v. 12, n. 1, p. 1-14, mar. 2019. ISSN 2539-5521. Available at: <>. Date accessed: 31 mar. 2020. doi: