Investigating the Effect of Social Stimulants of Store Atmosphere on Buyer Extra-role Behavior A Study of Refah Chain Stores))

Nowadays، it is impossible for retailers to establish a competitive and successful store Atmosphere in the marketplace via making a distinction in the outer facades of their stores، altering the pricing system، and diversifying the products offered in the store، due to the intense competition emerged in retailing markets. In addition to the economic effect on buyers’ behavior، the stores should try their best to attain their goals by less costing. Furthermore، as retailers can change the buyers’ behavior to the extra-role behavior، they can attain more appropriate goals. The social stimulants of store Atmosphere is one of the most important and effective factors on buyers’ behavior at shopping place. So، In this research We’ve connected these variables according to the different studies and designed our model. The statistical society of this study is customers of Refah chain stores in Tehran and The number of sample is 413 people that they were in sore. Validity of questionnaire was calculated based on opinions of university professors، vendors and also through factor analysis. We’ve also used Coefficient alpha (Cronbach، 87 percent) and split half (83 percent) for getting the reliability (83 percent). According to the results، it was confirmed that Social Stimulants of store atmosphere in Refah chain stores have effect on emotional-cognitive indicators and at a result، they have effect on buyer extra role behavior and this effect is not affected by buyers gender and age