The DAST Framework for Retail Atmospherics: The Impact of In- and Out-of-Store Retail Journey Touchpoints on the Customer Experience

A proposed design-ambient-social-trialability (DAST) framework for retail atmospherics broadens conceptualizations to encompass not only the in-store experience but also out-of-store experiences that the retailer can control or influence. In turn, it expands understanding of retail atmospherics to incorporate multiple retail touchpoints that a customer may encounter during a journey. This framework also introduces a new dimension to conceptualizations of retail atmospherics, namely, the notion of trialability. By integrating literature on store environment cues with notions of the in-store sensory experience, this study also reveals some mediating and moderating factors that clarify how the DAST factors influence consumers' shopping behavior. (C) 2019 New York University. Published by Elsevier Inc. All rights reserved.