| Sumario: | Drawing upon the Stimulus-Organism-Response (S-O-R-) behavioural model, this paper proposes a theoretical framework that explores how this seminal theory holds across with new constructs, namely hedonic shopping value and emotional attachment. Additionally, it attempts to examine the correlation between store environment, in-store experience and the approach behaviour within the shoppers' context of people with disability (PWD). Using a quota sampling approach, a total of 300 guided self-administered survey questionnaires were distributed to target respondents but only 151 returned questionnaires were usable and subsequently run for data analysis through structural equation modelling technique. The findings revealed that emotional attachment significantly influenced shoppers' approach behaviour followed by in-store experience. Meanwhile, hedonic shopping value indicated insignificant effect on approach behaviour and significant relationship between store environment and in-store experience of PWD consumers.
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