Brick and Mortar Shopping Enjoyment: Investigating Antecedents and Consequences of Retail Pleasure Experiences on Indonesian Generation Y

Abstract

This paper researches the level of shopping value on Generation Y in Jakarta regarding retail environment effects towards retail pleasure experience. This study aims to help the fashion retailers in Jakarta to develop good atmospheres in the retail stores in order to attract the consumers to visit the retail stores. Constantly, the study is supported by quantitative methodology using valid questionnaires to 155 respondents. The questionnaires measure the level of shopping value on Generation Y in Jakarta regarding retail environment effects on retail pleasure experience. The online questionnaires consisting of nine sections (music, color, layout, lighting, familiarity, comfort, hedonic value, utilitarian value, and socio-demographic factors). The findings from the survey exposed that not all atmospheric elements in retail stores giving significant effect to the consumers comfort. The atmospheric elements that influence the consumers comfort the most are lighting and layout. While comfort and familiarity of the consumers may impact the shopping value. Moreover, this study can help the fashion retailers in Jakarta to develop their branding strategies by designing good retail environment that applied the standardized atmospheric elements that will give positive effect to shopping value and engage more consumers. As the conclusion, this study extends from the previous study about how atmospheric elements could influence the consumers comfort.