The aim of this study was to identify the influence of environmental characteristics: complexity and order on consumer’s emotional states and consumer behavior in muulti-channel coffee franchise. In doing so, this study applied M-R model to operate a conceptual model with environmental stimuli, emotional states: arousal, pleasantness and approach/ avoidance behavior.
Firstly, through qualitative method, researchers developed full measurement for environmental characteristics known as complexity and order. After having fully measurement, the study was conducted though 04 small groups (Taiwanese vs. Vietnamese) x (Online vs. Offline).
Moderating impact of each individual’s motivational orientation and regulatory focus were also investigated. Additionally, we took individual approach towards one of national culture: indulgence to more understand its moderating impacts on consumer behavior. Summary and comparison between findings of 04 groups were made to achieve more comprehensive understanding about the study’s findings.

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