The Mediating Role of the Need for Store Atmosphere in the Effect of Perceived Personal Innovativeness on Intention to Reuse

Abstract

The behavior of consumers using the mobile store application attracts the attention of researchers.
When the relevant literature is examined, it will be seen that the mediating role of the need for
store atmosphere in the effect of perceived personal innovativeness on intention to reuse has not
been examined in previous studies. This study aims to examine the mediating role of the need
for store atmosphere in the effect of perceived personal innovativeness on customers' intention
to reuse mobile apparel applications. For this aim, data were obtained from 203 people through
an online survey. While structural equation modeling (SEM) was run to test the research model,
Process Macro was run to test the mediating role of need for store atmosphere. Process Macro is a linear regression-based path analysis method that works with the SPSS program plug-in for the analysis of mediating, moderating and conditional processes. According to the results of the statistical analysis, perceived personal innovativeness has a direct positive effect on both the need for store atmosphere and intention to reuse. The need for store atmosphere directly positively affects the intention to reuse. In addition, the need for store atmosphere has a mediating role in the indirect effect of perceived personal innovativeness on intention to reuse. The results of the study are discussed.