Store Environment: Its Importance and Consumers' Expectations on Ca-sual - wear Chain Stores in Honk Kong

This study attempted to examine the importance of store environment in affecting consumers' store choice decision; the relative importance among the three environmental factors; and consumers' expectations on store environment for the casual - wear chain stores in Hong Kong. Julie Baker' s Three - category framework on store environments namely ambient, design and social factors was adopted for investigation. The results indicated that the store environment was important in affecting consumers' selection of store for shopping. It also revealed that social factor was perceived relatively important than ambient and design factors. Nine store expectation dimensions were categorised and the result demonstrated that most respondents were concerned on the social aspect in their expectation of having a satisfying store environment.