Antecedents and Consequences of Physical Environment Design in International Retail Stores

Suyash Khaneja, Shahzeb Hussain*

*Corresponding author for this work

Research output: Contribution to journalArticlepeer-review

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Abstract

Purpose
The purpose of this paper is to examine the effects of physical environment design (PED) and its antecedents on consumers’ emotional well-being (EWB). Drawing on place identity and emotional theories, the study aims to provide a new perspective to retail store experiences.

Design/methodology/approach
A survey of 800 respondents was conducted in London, out of which 764 responses were constructively used. The data was collected from international retail outlets, and structural equation modelling was used to analyse the data.

Findings
The empirical results show that PED has a positive effect on consumers’ EWB. Among the antecedents, visual identity does not have any significant effect on PED and EWB. In contrast, communication had a significant effect on PED but did not have any effect on EWB, and further, cultural heritage had a positive effect on both PED and EWB. Further, moderator analysis identifies the boundary conditions under which specific theories hold.

Practical implications
The value of this paper lies in its potential to be used for creating the perfect design planning in retail stores. Significant implications for managers and researchers are highlighted.

Originality/value
This paper presents an innovative approach to develop the principles of retail store’s PED to support the EWB of consumers.
Original languageEnglish
Pages (from-to)1-29
Number of pages29
JournalJournal of Asia Business Studies
Early online date29 Feb 2024
DOIs
Publication statusE-pub ahead of print - 29 Feb 2024

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