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Do store atmosphere and playfulness matter during the ongoing pandemic crisis?

Niros, Meletios and Niros, Angelica and Omri, Spyridon (2022): Do store atmosphere and playfulness matter during the ongoing pandemic crisis? Published in: 10TH International Conference on Contemporary Marketing Issues (8 July 2022): pp. 333-338.

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Abstract

The purpose of this research is to check whether store atmosphere and playfulness matter during the ongoing pandemic crisis. To fulfil this purpose, we utilized an online self-administered survey in Greece using pretested scales from past research. The sample consisted of 400 adult consumers with recent experience in store settings. Findings revealed that store atmospheric cues remain influential in terms of experiential value and more specifically in terms of playfulness or hedonic value during the pandemic. However, an adjusted mix of atmospheric cues is important to trigger playfulness such as display, music, and color. Moreover, playfulness was proven to be a very strong precursor of repurchase intentions. Regarding the originality and value of this research, this study is the first to explore the antecedents and effects of playfulness on physical stores during the pandemic. As a result, a mix of atmospheric cues are proposed to strengthen playfulness, which is very important during the pandemic to outcome favorable behavioral intentions.

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