The moderating role of fashion innovativeness on the relationship between emotions perceived risk and impulse purchase behavior A study of fashion apparel retail stores

Abstract

Retail sector is the most booming sector of the 21st century. In today s retail scenario, the meaning of retailing is not limited only to what product or service is offered but also depends on how the product or service is being offered. The modern shoppers are found to be more focusing on the experience during shopping. Increased retail competition has forced the retailers to not only provide the good assortment of merchandise, but also provide the enchanting shopping experience. In particular, we can say that shopping experience contribute fairly for creation of shopping emotions which ultimately affects the shoppers decision process during shopping in the store. Hence understanding the influence of shopping atmosphere is indeed very crucial. This forms the basis of my thesis, which mainly focuses on the impact of retail store atmosphere on shopper s affective and cognitive states; which in turn affects their shopping behavior, in the context of fashion apparel retail stores. newline newline