How does the perceived retail environment influence consumers' emotional experience? evidence from two retail settings
This study examines the relationships that exist between consumers' perceptions of a retail environment and their emotions, satisfaction and behavioural intentions with respect to that shopping setting. A model of these relationships is developed and then tested in two distinct retail settings-shopping centres and traditional retailing areas. The results show that, in general, positive perceptions of a retail environment have a positive influence on positive emotions, on repatronage intentions, and on the desire to remain longer in the shopping area in both retail settings. However, some interesting differences emerge between shopping centres and traditional retailing areas: (i) the internal environment has a stronger effect on emotions in shopping centres than in traditional retailing areas; and (ii) the internal environment has a negative effect in shopping centres on the disposition to pay more.
Document Type: Research Article
Affiliations: 1: Department of Marketing, Facultad de Economía, Universitat de València, Spain 2: IESEG School of Management, Lille, France 3: UniversitÃ© Catholique de Louvain, Louvain-La-Neuve, Belgium, IESEG School of Management, Lille, France
Publication date: December 1, 2006