Visitors’ impulse shopping behavior at Kuala Lumpur International Airport (KLIA) 2

Visitors’ impulse shopping behavior is widely happening throughout the daily routine without anyone realizing it. the objective of the paper is to examine the relationship between store environmental characteristics, namely, ambient, design, and social and the visitors’ impulsive shopping behavior. apart from that, the mediating effect of visitors’ emotional responses on the relationship between store environmental characteristics and the visitors’ impulse shopping behavior was also examined. findings indicated that store environmental characteristics have a significant relationship with the visitor’s impulse shopping behavior. the higher the store environmental characteristics effects such as ambient characteristics, design characteristics and social characteristics, the higher the rate of visitor’s impulse shopping behavior will be. it was also revealed that store environmental characteristics have a significant relationship with the visitors’ emotional responses. the better the store environmental characteristics effects such as ambient characteristics, design characteristics and social characteristics, the better the conditions of visitors’ emotional responses. results also indicated that visitors’ emotional responses have a significant relationship with the visitor’s impulse shopping behavior. the better the visitors’ emotional responses, the higher the possibilities of visitor’s impulse shopping behavior will be. and finally, the finding revealed that the visitors’ emotional responses mediate the relationship between store environmental characteristics and the visitors’ impulse shopping behavior.