Publicação
The impact of social interaction, entertainment, and atmospherics on emotions and shopping outcomes: evidence from shopping malls
| Resumo: | Understanding consumer behavior may help retailers enhance their customers' shopping experience. In the context of shopping malls, the current thesis seeks to enrich this understanding by investigating the effects of social interaction with salespeople, entertainment and surrounding atmospherics' general interior variables on consumer behavior, namely, shopper satisfaction and the desire to stay at the shopping mall. In addition, the thesis takes into consideration the role of shoppers' emotional states as a mediator in the studied relationships. Three survey-based studies were conducted with a sample size of 318 mall shoppers in the first study and 484 mall shoppers in the second and third studies. Structural Equation Modeling (SEM) was performed to test the proposed model. The empirical assessment reveals several significant relationships between the studied social, recreational and environmental variables, on the one hand, and shopper behavior, on the other. Moreover, findings support the crucial role played by the shoppers' emotional states in mediating the relationship between the studied antecedents and outcomes. The contribution of this thesis to retailing and consumer behavior literature is fourfold. First, it focuses specifically on social attributes when investigating the relationship between social interaction with salespeople and shopper satisfaction. Second, the thesis provides a detailed and comprehensive classification of entertainment options into permanent entertainment, and temporary and event-based entertainment. Furthermore, it examines separately, for the first time, the effect of each type of entertainment on satisfaction and the desire to stay in the mall. Third, in order to have an overall assessment of the surrounding sensorial environment, it adapts and measures the influence of atmospherics general interior variables on shopping behavior outcomes. Fourth, the current thesis considers, for the first time, the mediating role played by the shoppers' emotional states when investigating several relations between the studied antecedents and behavioral responses. Finally, based on the findings, several managerial implications are suggested for retailers, mainly mall managers and developers. Furthermore, research limitations that may offer directions and opportunities for future research are presented. |
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| Autores principais: | Elmashhara, Maher |
| Assunto: | Atmospherics Consumer behavior Desire to stay Emotional states Entertainment Retailing Shopper satisfaction Shopping Malls Social interaction Atmosfera Centros comerciais Comportamento do consumidor Desejo de permanecer Entretenimento Estados emocionais Interação social Retalho Satisfação |
| Ano: | 2020 |
| País: | Portugal |
| Tipo de documento: | tese de doutoramento |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade do Minho |
| Idioma: | inglês |
| Origem: | RepositóriUM - Universidade do Minho |
| Resumo: | Understanding consumer behavior may help retailers enhance their customers' shopping experience. In the context of shopping malls, the current thesis seeks to enrich this understanding by investigating the effects of social interaction with salespeople, entertainment and surrounding atmospherics' general interior variables on consumer behavior, namely, shopper satisfaction and the desire to stay at the shopping mall. In addition, the thesis takes into consideration the role of shoppers' emotional states as a mediator in the studied relationships. Three survey-based studies were conducted with a sample size of 318 mall shoppers in the first study and 484 mall shoppers in the second and third studies. Structural Equation Modeling (SEM) was performed to test the proposed model. The empirical assessment reveals several significant relationships between the studied social, recreational and environmental variables, on the one hand, and shopper behavior, on the other. Moreover, findings support the crucial role played by the shoppers' emotional states in mediating the relationship between the studied antecedents and outcomes. The contribution of this thesis to retailing and consumer behavior literature is fourfold. First, it focuses specifically on social attributes when investigating the relationship between social interaction with salespeople and shopper satisfaction. Second, the thesis provides a detailed and comprehensive classification of entertainment options into permanent entertainment, and temporary and event-based entertainment. Furthermore, it examines separately, for the first time, the effect of each type of entertainment on satisfaction and the desire to stay in the mall. Third, in order to have an overall assessment of the surrounding sensorial environment, it adapts and measures the influence of atmospherics general interior variables on shopping behavior outcomes. Fourth, the current thesis considers, for the first time, the mediating role played by the shoppers' emotional states when investigating several relations between the studied antecedents and behavioral responses. Finally, based on the findings, several managerial implications are suggested for retailers, mainly mall managers and developers. Furthermore, research limitations that may offer directions and opportunities for future research are presented. |
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