ABSTRACT
The visitors’ impulse shopping behavior is widely happens throughout the daily routine without anyone realizing it. The objective of the paper is to review the relationship between store environmental characteristics, namely, ambient, design, and social and the visitors’ impulsive shopping behavior. Not to mention, visitors’ positive emotional responses mediate the relationship between store environmental characteristics and the visitors’ impulse shopping behavior. While, situational characteristics, namely, time availability, money availability, and task definition moderate the relationship between visitors’ positive emotional responses and the visitors’ impulse shopping behavior. It should be interesting to see the scope of impulse shopping behavior in Malaysia. Impulse shopping behavior on shoppers has become a powerful influence in the current era and it is a crucial area of study.
