期刊名称：International Research Journal of Business Studies
印刷版ISSN：2089-6271
电子版ISSN：2338-4565
出版年度：2010
卷号：3
期号：1
页码：17-32
语种：English
出版社：Prasetiya Mulya Publishing
摘要：The design of store atmosphere shall function as kind of stimuli that will attract the visitor to decide which store to choose. Further, it is aimed to evoke the desire of customers to purchase and create transaction. Thus, it can directly afect the shopping behaviour of both men and women. This study will learn about how the atmospheric stimuli can afect the behaviour of visitor, both men and women. The study is divided into two stages: the frst stage, exploratory research design; the second stage, path analysis. The exploration or identifcation attributes is done through interview according to the attributes of atmospheric stimuli (Turley and Milliman). While the endogenous variable in this case are the organism (visitor) and respond (of visitor). Atmospheric stimuli factors, in the other hand shall function as exogenous variables. While the result of the study conducted to 107 respondents of men and women shows that store exterior, interior lay out and human variables are siginifcant to the variable of cn sumber respons. Store exterior, store interior have such a siginifcant efect on the organism (the emotional intensity of male visitor). Organism variable has an efect on the responds of male visitors, while store interior variable only afect siginifcantly on the organism of female visitor (the emotional intensity of female visitors).
关键词：atmosfer toko;stimuli atmosfer;organism;respon dan perilaku belanja
