Store Atmosphere and Communication Determinants Influence Clothing Products Shoppers in Thailand’s International Fast Fashion Market
Keywords:
Store Interior, Store Layout, Store Display, Communication Determinants, Fast FashionAbstract
Purpose: This study investigates an international brand of clothing store’s interior, layout, display—as store atmosphere—and its employee performance, and eWOM if they could influence shoppers’ positive emotions that leads to their repurchase intention and their impulsive buying. Research design, data and methodology: A quantitative research design is applied, using a structured questionnaires distributed online to 385 respondents who experience shopping clothing products of an international brand in Thailand. Results: Statistical treatment of data of both descriptive and inferential analyses show that store layout significantly influences shoppers’ positive emotions. In contrast, store interior and store display do not influence positive emotions. On the other hand, store interior, store layout, store display, employee performance and eWOM also influence shoppers’ repurchase intention shoppers in Thailand market. Positive Emotions influence both repurchase intention and impulsive buying of shoppers. Repurchase intention significantly differs among different age groups and income. Conclusions: The international clothing brand should emphasize its store interior and display to recreate strategy necessary in inducing impulsive buying.
References
Agarwal, P. (2020). Impact of retail store sales employee performance on customer satisfaction, purchase and repurchase intention. SAARANSH: RKG. Journal of Management, 12(2).
Anisah, T. N., Andika, A., Wahyudi, D., & Harnaji, B. (2024). Fast fashion revolution: Unveiling the path to sustainable style in the era of fast fashion. EDP Sciences.
Bhakuni, P., Rajput, S., Sharma, B. K., & Bhakar, S. S. (2021). Relationship between brand image and store image as drivers of repurchase intention in apparel stores. Gurukul Business Review, 17(1), 63-73.
Calculator.net. (n.d.). Sample size calculator. Calculator.net.
Caro, F., & Martínez-de-Albéniz, V. (2015). Fast fashion: Business model overview and research opportunities. Springer US.
Chaiwong, P., & Pokpermdee, P. (2016). Communication characteristics of a global brand’s store staff as a key CRM tool, and local customers’ satisfaction and intention to repurchase: A case study of UNIQLO Thailand. Journal of Communication Arts, 34(3), 79-79.
Chatzoglou, P., Chatzoudes, D., Savvidou, A., Fotiadis, T., & Delias, P. (2022). Factors affecting repurchase intentions in retail shopping: An empirical study. Heliyon, 8(9).
Choirul, A., & Artanti, Y. (2019). Millennia’s impulsive buying behavior: does positive emotion mediate. Journal of Economics, Business, & Accountancy Ventura, 22(2), 223-236.
Cotton Incorporated. (2018). Global lifestyle monitor: Thailand. Cotton Incorporated
Cronbach, L. J. (1951). Coefficient alpha and the internal structure of tests. Psychometrika, 16(3), 297-334.
Cuong, D. T. (2024). Positive emotions influencing consumer shopping behavior on e-commerce platforms. Management & Marketing, 19(1).
Eckman, L. (2014). Effectiveness of in-store displays in consumer decision making [Master’s thesis]. Laurea University of Applied Sciences.
Elbers, T. (2016). The effects of in-store layout-and shelf designs on consumer behavior. Wageningen UR, 1-22.
Erdil, T. S. (2015). Effects of customer brand perceptions on store image and purchase intention: An application in apparel clothing. Procedia-Social and Behavioral Sciences, 207, 196-205.
Florea, N. V., Croitoru, G., Coman, D. M., & Coman, M. D. (2025). The Influence of Fashion Retailers on Customer Psychology Using Visual Merchandising and Store Layout to Improve Shopping Decision. Journal of Theoretical and Applied Electronic Commerce Research, 20(1), 40. https://doi.org/10.3390/jtaer20010040
George, B. P., & Yaoyuneyong, G. (2010). Impulse buying and cognitive dissonance: a study conducted among the spring break student shoppers. Young Consumers, 11(4), 291-306.
Gottumukkala, M., & Kalvakolanu, N. (2023). Impulse buying behavior of consumers: an empirical study. Madhya-Bharti-Humanities and Social Sciences, 83(1), 110-115.
Hidayanto, A. N., Ovirza, M., Anggia, P., Budi, N. F. A., & Phusavat, K. (2017). The roles of electronic word of mouth and information searching in the promotion of a new e-commerce strategy: A case of online group buying in Indonesia. Journal of theoretical and applied electronic commerce research, 12(3), 69-85.
HKTDC Research. (2023, April). ASEAN Market Snapshot: Thailand. Hong Kong Trade Development Council.
Hussain, M., Rehman, B., Syed, F., & Akhtar, M. (2019). Personal and in-store factors influencing impulse buying behavior among Generation Y consumers of small cities. Business Perspectives and Research, 7(1), 92-107.
Kacen, J. J., & Lee, J. A. (2002). The influence of culture on consumer impulsive buying behavior. Journal of consumer psychology, 12(2), 163-176.
Kamu, F. F., Massie, J. D., & Tumewu, F. J. (2023). Analyze the effect of visual merchandising and brand image on customer purchase intention case study: Starbucks customer in Manado City. Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 11(1), 108-116.
Khan, Z., Khan, A., Nabi, M. K., Khanam, Z., & Arwab, M. (2024). The effect of eWOM on consumer purchase intention and mediating role of brand equity: a study of apparel brands. Research Journal of Textile and Apparel, 28(4), 1108-1125.
Larasati, K. L. D., & Yasa, N. N. K. (2021). The role of positive emotion in mediating the effect of price discount on impulse buying Indomaret customers in Denpasar city, Indonesia. European Journal of Management and Marketing Studies, 6(2).
Leong, C. M., Loi, A. M. W., & Woon, S. (2021). The influence of social media eWOM information on purchase intention. Journal of Marketing Analytics, 10(2), 145.
Liao, S. H., Hu, D. C., & Fang, Y. W. (2023). Repurchase intention in a physical store: moderated mediating role of electronic word-of-mouth. International Journal of Retail & Distribution Management, 51(2), 205-219.
Makkonen, M., Frank, L., Jussila, J. J., & Riekkinen, J. (2019). The effects of positive and negative emotions during shopping episodes on consumer satisfaction, repurchase intention, and recommendation intention. https://doi.org/10.18690/978-961-286-280-0.69
McNeill, L., & Moore, R. (2015). Sustainable fashion consumption and the fast fashion conundrum: fashionable consumers and attitudes to sustainability in clothing choice. International journal of consumer studies, 39(3), 212-222.
Mohan, G., Sivakumaran, B., & Sharma, P. (2013). Impact of store environment on impulse buying behavior. European Journal of Marketing, 47(10), 1711-1732.
Muruganantham, G., & Bhakat, R. S. (2013). A review of impulse buying behavior. International journal of marketing studies, 5(3), 149.
Niekerk, B. M., Petzer, D. J., & de Beer, L. T. (2016). The interrelationships between boutique store atmosphere, customer satisfaction, store loyalty and repurchase intention: A study of females in the North-West Province. The Retail and Marketing Review, 12(1), 70-88.
Nunnally, J. C., & Bernstein, I. H. (1994). The assessment of reliability. McGraw-Hill.
Otterbring, T. (2017). Smile for a while: the effect of employee-displayed smiling on customer affect and satisfaction. Journal of Service Management, 28(2), 284-304.
Palilingan, V. N., Hussein, A. S., & Prabandari, S. P. (2022). The effect of thematic store atmosphere on impulse buying behavior mediated by affection and impulse buying tendency. European Journal of Management Issues, 30(1), 58-65.
Park, N., & Farr, C. A. (2006). The Effects of Lighting on Consumers’ Emotions and Behavioral Intentions in a Retail Environment: A Cross–Cultural Comparison. Journal of Interior Design, 33(1), 17-32. https://doi.org/10.1111/j.1939-1668.2007.
Pinto, P., Vinish, P., Hawaldar, I. T., & Pinto, S. (2020). Impulse buying behavior among female shoppers: Exploring the effects of selected store environment elements. Innovative Marketing, 16(2), 54-70. https://doi.org/10.21511/im.16(2).2020.05
Pornpitakpan, C., Yuan, Y., & Han, J. H. (2017). The effect of salespersons’ retail service quality and consumers’ mood on impulse buying. Australasian Marketing Journal, 25(1), 2-11.
Rosalbah, R. D., & Mardhotillah, R. R. (2023). The influence of price, product quality and e-WOM on customer satisfaction and repurchase intention: Study on Moslem daily wear (Hijab Buttonscarves products). Journal of Halal Research, Policy, and Industry, 2(2).
Setiawan, I. K., & Ardani, I. G. A. K. S. (2022). The role of positive emotions to increase the effect of store atmosphere and discount on impulse buying. European Journal of Business and Management Research, 7(1), 219-223.
Sharma, A., & Stafford, T. F. (2000). The effect of retail atmospherics on customers' perceptions of salespeople and customer persuasion: An empirical investigation. Journal of business research, 49(2), 183-191.
Siddhibphongsa, P., & Kim, S. (2016). The influences of store atmosphere on purchase intention toward a fast fashion brand in Bangkok. AU-GSB e-JOURNAL, 9(1), 124-124.
Silvera, D. H., Lavack, A. M., & Kropp, F. (2008). Impulse buying: the role of affect, social influence, and subjective wellbeing. Journal of consumer marketing, 25(1), 23-33.
Singh, P., Katiyar, N., & Verma, G. (2014). Retail shoppability: The impact of store atmospherics & store layout on consumer buying patterns. International journal of scientific & technology research, 3(8), 15-23.
Soderlund, M. (2016). Employee mere presence and its impact on customer satisfaction. Journal of Psychology and Marketing, 33(6), 449-464.
Statista. (2024, December). Thailand: Apparel market revenue and segment breakdown (fast-fashion/non luxury share). Statista.
Terblanche, N. S., & Boshoff, C. (2006). The in-store shopping experience: a comparative study of supermarket and clothing store customers. South African Journal of Business Management, 35(4), 1-10.
Terblanche, N. S. (2018). Revisiting the supermarket in-store customer shopping experience. Journal of Retailing and Consumer Services, 40, 48-59.
Thang, D. C. L., & Tan, B. L. B. (2003). Linking consumer perception to preference of retail stores: an empirical assessment of the multi-attributes of store image. Journal of retailing and consumer services, 10(4), 193-200.
Thi, H. M. P. (2019). Vietnamese consumers’ attitude toward H&M brand, visual merchandising and their purchasing behavior (Chula ETD No. 8888) [Master’s thesis]. Chulalongkorn University Institutional Repository.
Tumundo, A. Y., Kindangen, P., & Tumewu, F. J. (2022). The Effects of Price Discount and In-Store Display on Impulsive Buying Behavior (Case Study: Customer H&M in Jakarta). Jurnal EMBA: Jurnal Riset Ekonomi, Manajemen, Bisnis dan Akuntansi, 10(1), 1263-1273.
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: a review of the experimental evidence. Journal of business research, 49(2), 193-211.
Widyastuti, P. (2018). Does visual merchandising, store atmosphere and private label product influence impulse buying? Evidence in Jakarta. Journal of Business and Retail Management Research, 12(3).
Wolny, J., & Mueller, C. (2013). Analysis of fashion consumers’ motives to engage in electronic word-of-mouth communication through social media platforms. Journal of marketing management, 29(5-6), 562-583.
Worldometer. (2024). Thailand population (live)—worldometer.
Youn, S., & Faber, R. J. (2000). Impulse buying: Its relation to personality traits and cues. Advances in consumer research, 27(1).
Zheng, Y., & Li, Y. (2018). Visual Merchandising and Emotional Design. Journal of Arts and Humanities, 7(5), 39-45.
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 Thaint Oo Khin Oo Khin
This work is licensed under a Creative Commons Attribution 4.0 International License.
A separate Copyright Form will be sent to authors whose paper is accepted for publication.
