From perception to purchase: Atmospheric effects through immersion and emotional responses in service environments

Abstract

This study investigates the serial indirect effects of atmospheric conditions on consumer behavior, including visit intention, purchase intention, and actual purchases, mediated by immersion and emotions. The research explores how these relationships are moderated by familiarity with the environment, gender, and atmospheric sensitivity, specifically within Starbucks locations in France. Employing a quantitative methodology, the study engages a sample of 517 participants and utilizes structural equation modeling, facilitated by the PROCESS macro, to delineate the intricate relationships among the studied variables. The results reveal that a positive atmospheric setting significantly boosts customer immersion, which subsequently elevates emotional responses. These enhanced emotions positively influence visit intention, purchase intention, and actual purchases. Notably, these effects are more pronounced among individuals familiar with the environment, females, and those highly sensitive to atmospheric nuances. The findings emphasize the critical role of creating positive, immersive, and emotionally engaging atmospheres in service environments to enhance consumer engagement and sales. This research advances the sensory marketing literature by illustrating the moderated serial mediation effects of the atmosphere through immersion and emotions, thereby offering fresh insights into the dynamics of consumer perceptions in retail and service contexts. Retailers are advised to integrate these insights into strategic planning and employee training to optimize customer experiences and contribute to a more positive social environment through enhanced sensory and emotional consumer interactions.