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The impact of perceived similarity to other customers on shopping mall satisfaction

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  • Kwon, Hyorkjin
  • Ha, Sejin
  • Im, Hyunjoo

Abstract

This study highlights the role of social presence with other consumers in influencing consumers' satisfaction evaluations by exploring a question: can non-interactive social presence of other people affect satisfaction with shopping mall experience? Based on Latané's (1981) social impact theory and Byrne's (1971) similarity-attraction paradigm, this study posits that a mere presence of other shoppers can be influential when there is perceived similarity between a customer and others. Further, the similarity perception is hypothesized to influence customer's mall satisfaction through affective and cognitive processes. The findings from a large-scale online survey with consumer panel subjects in the U.S. support all study hypotheses.

Suggested Citation

  • Kwon, Hyorkjin & Ha, Sejin & Im, Hyunjoo, 2016. "The impact of perceived similarity to other customers on shopping mall satisfaction," Journal of Retailing and Consumer Services, Elsevier, vol. 28(C), pages 304-309.
    • Handle: RePEc:eee:joreco:v:28:y:2016:i:c:p:304-309
    DOI: 10.1016/j.jretconser.2015.01.004
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