Regarding the relationships between approach-avoi-dance behaviors and other variables, early studies have shown that customer behaviors in store atmosphere are
brought about by the feelings and emotions that customers develop in the environment (Donovan and Rossiter, 1982; Mehrabian and Russell, 1974). Therefore, customer behavioral responses to different environment are originated from different emotions. Mehrabian and Russell (1974) divided people’s emotional responses toenvironmental signals into three dimensions: Pleasure, arousal and dominance (PAD). Different combination of the three emotions leads to different behavioral results, which make a person to determine whether to remain in a certain specific environment, that is, to determine the behavior he adopts is approach or avoidance.