Effect of Store Environments on Tourists Impulsive Buying, Self-control and Shopping Satisfaction, Loyalty

The study is to research the extent and degree of store environment factors (sensory, layout and design) effect tourists’ self-control and impulsive buying, and the effect of self-control as a mediator variable in the process of impulsive buying, in the famous tourism destinations, Myeong-dong and Dong-dae-mun. The performance after impulsive buying and self-control of tourists also are included. Data were collected by a questionnaire from 322 participants (international tourists) in the 5 target department stores in Myeong-dong and Dong-dae-mun, Seoul. The models and hypotheses were tested and results showed that first, tourists are always notice, receive and believe the more intuitive experience, and leave a deep expression for their impulsive buying behavior. Second, the change of self-control has a significant impact on impulsive buying behavior. Third, tourists can accept and recognize their self-control behavior after they control their shopping desire. Fourth, tourists do not regret about their impulsive buying behavior, which contains a kind of new shopping concept, for being loyal to the present feelings and their own preferences.