TANGS VivoCity : a study on the effects of store atmospherics factors on customers' Intention to visit.

Abstract

This paper explores the relationship between customers’ intention to visit, perception of overall store atmosphere and customers’ purchase intention with the intention of ultimately affecting store traffic. The study is done in the context of TANGS VivoCity. The hypotheses were tested through data collected from surveys distributed using convenience sampling method. Data was analyzed using correlation analysis, reliability testing, regression analysis, factor analysis, analysis of variance (ANOVA) and independent samples t-test using SPSS software. Results show that all 3 store atmospheric constructs (i.e. ambient, design and social) do affect customers’ intention to visit and that only ambient and social construct are significant in determining customers’ visit intention.