Sirgy et al. (2000) suggest that the overall atmosphere of a store can create a favorable consuming context and generate positive perceptive emotions about the store among consumers. Store environmental factors can influence the subjective feelings experienced by consumers in the store and influence the shopping intention, consumption amount, perceived quality, satisfaction, and shopping value (Babin and Attaway, 2000). A pleasantstore atmosphere can prolong the time consumers spend in the store, increasing the likelihood that the consumer will find something he or she needs, as well as increasing impulse buying.