The influence of atmospheric elements on emotions, perceived value and behavioral intentions

This research proposes a comprehensive integrated model, which investigates the relationships between atmospheric elements, emotions, perceived value and behavioral intentions. Data collected through customers of three Salian chain stores by using stratified random sampling method and the analysis uses 390 questionnaires to collect the information. Structural equations modeling by using LISREL was performed to empirically test the relationships between the constructs of this research. Results show that ambience, interaction and design factors had a positive influence on customer emotions. However, effects of ambience, interaction and design on perceived value were not significant. In addition, results indicate that customer emotions and perceived value had a positive and significant effect on behavioral intentions. Finally, it suggests that managers should focus on designing atmospheric elements in a way that contributes positively in creating positive emotions in customers, which in turn enhance customer’s positive behavioral intentions.