Effect of Store Atmosphere on Shopping Experience and Patronage Intention: A Study of Shopping Malls in Abuja

This study assesses the effect of store atmosphere on shopping experience and patronage intention among mall visitors in Abuja, North Central Nigeria. Modern retail environments increasingly use atmospheric cues including lighting, music, layout, scent, and temperature to influence the emotional states and behavioural responses of shoppers. While this phenomenon is well-documented in developed market contexts, empirical evidence from Nigerian mall environments is limited. The study adopts a descriptive survey design with 300 mall shoppers selected through systematic random sampling from two major shopping complexes in Abuja. A structured questionnaire captures perceptions of atmospheric elements and measures shopping experience quality and patronage intention. Descriptive statistics, factor analysis, and multiple regression analysis constitute the analytical framework. The study also examines whether hedonic versus utilitarian shopping motivation moderates atmospheric effects on experience. Preliminary results indicate that ambient music and store layout have the strongest positive effect on the overall shopping experience, while poor lighting and crowding are the primary negative atmospheric stimuli. The research demonstrates that a pleasant shopping atmosphere significantly elevates patronage intention even when shoppers do not complete a purchase on a given visit. Findings are relevant to mall developers, retail tenants, and store designers operating in Nigerian urban centres. This study contributes to retail atmospherics literature by providing evidence from a rapidly urbanising African capital city context. Keywords: store atmosphere, shopping experience, patronage intention, Abuja, retail marketing