An empirical investigation of the influence of optimum stimulation levels in retailing
International Journal of Retail & Distribution Management
ISSN: 0959-0552
Article publication date: 27 January 2012
Abstract
Purpose
A person's optimum stimulation level (OSL) reflects one's desired level of environmental stimulation and predisposition to act in the presence of environments. The purpose of this paper is to propose a comprehensive model, which illustrates that consumers with different levels of OSL have differing evaluations of retail store elements, shopping value and subsequent shopping behaviours.
Design/methodology/approach
To examine the relationship between OSL and consumer perceptions and behaviours, interviews were conducted with retail shoppers in Taiwan (n=147).
Findings
Taiwanese shoppers with a high OSL were found to have more favourable evaluations of a store's ambient, design, layout and density elements than did consumers with a low OSL. Additionally, the high OSL shoppers reported higher hedonic and utilitarian values from their shopping. Most importantly, the shoppers with a high OSL spent more time and money in stores.
Practical implications
With this research, hopefully retailers will pay even more attention to the ambient, design and layout elements of their stores. In doing so, they might be able to attract more consumers with a high OSL and entice them to spend more money.
Originality/value
The paper contributes to the growing body of international retailing research by examining the effects of shoppers' optimum stimulation levels on their perceptions toward store elements, perceived shopping value, and purchase behaviours. Moreover, a comprehensive framework is put forth to assist future research.
Keywords
Citation
Wang, L.C., Chang, L. and Wysong, S. (2012), "An empirical investigation of the influence of optimum stimulation levels in retailing", International Journal of Retail & Distribution Management, Vol. 40 No. 1, pp. 6-20. https://doi.org/10.1108/09590551211193577
Publisher
:Emerald Group Publishing Limited
Copyright © 2012, Emerald Group Publishing Limited