Impact of Store Environmental Characteristics on Customers’ Impulse Buying Behavior: Mediating effect of Customers’ Positive Emotional Responses


  • Aneela Yaqoob
  • Saman Attiq
  • Nasir Mehmood


Impulsive buying behavior, Store environmental characteristics, customers’ positive emotional responses


Purpose: This research attempts to investigate the effect of store environmental
characteristics and customers’ positive emotional responses on customers’
impulsive buying behavior.
Methodology/Design: Data is obtained by structured questionnaire from customers
of apparel stores of Rawalpindi and Islamabad. Convenience sampling technique is
used for taking sample. Data is examined for the acceptance or rejection of the
developed hypotheses by SPSS.
Findings: The current research has established direct and indirect relations among
store environmental characteristics, customers’’ positive emotional responses a5d
impulsive buying behavior of customers. But only ambient characteristics of store
environment have indirect effect on impulse buying behavior.
Implications: This research is expected to provide a better understanding of the
variables that influence impulsive buying behavior. It also delivers important
implications for the marketers and retailers. Current research also delivers the
limitations and suggests recommendations for future studies.Limitations: This study
uses only listed commercial banks of Pakistan. All other i.e. specialized banks are
excluded in this study.


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How to Cite

Aneela Yaqoob, Saman Attiq, & Nasir Mehmood. (2022). Impact of Store Environmental Characteristics on Customers’ Impulse Buying Behavior: Mediating effect of Customers’ Positive Emotional Responses. UW Journal of Management Sciences, 2(2), 91–105. Retrieved from