IDEAS home Printed from https://ideas.repec.org/a/zag/market/v31y2019i1p7-22.html
   My bibliography  Save this article

Effect of Specialty Store Environment on Consumer’s Emotional States: The Moderating Role of Price Consciousness

Author

Listed:
  • Mateja Kos Koklič

    (University of Ljubljana, Faculty of Economics)

Abstract

Purpose – This research study seeks to explore the effect of retail environment on consumer behavior outcomes, mediated by consumers’ emotional states in the stimulus-organism-response framework. It is suggested that the atmosphere, as represented by ambient and social factors, and employees positively influence the customer purchase experience, and this experience positively influences the intention to become a return customer. Additionally, the moderating effect of price consciousness is proposed. While customer experience is defined as a multi-dimensional construct, the focus of this study is the affective dimension due to its relevance in defining the importance of experience.Design/Methodology/Approach – Computer-assisted personal interviewing was used to gather data from 298 visitors of specialized garden centers in Slovenia. The hypotheses were tested using structural equation modeling. Findings and implications – The results indicate that both the atmosphere and employees positively influence customer experience (pleasure and arousal). More specifically, ambience and employees increase pleasure, while ambience and the social factor increase arousal. Pleasure also increases an individual’s desire to become a return customer, while arousal decreases the intention. The results further reveal a significant moderating effect of price consciousness on three relationships - ambience-pleasure, ambience-arousal, and social factor-pleasure. Limitations – The data used to test the conceptual model were cross-sectional, but a longitudinal approach could provide more insight into the relationships. In addition, more specific elements of the environment could be integrated into the model to better explain the customer purchase experience. Originality – The study seems to be the first one to explore the moderating role of price consciousness in the relationship between the retail environment and consumers’ emotional states.

Suggested Citation

  • Mateja Kos Koklič, 2019. "Effect of Specialty Store Environment on Consumer’s Emotional States: The Moderating Role of Price Consciousness," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 31(1), pages 7-22.
    • Handle: RePEc:zag:market:v:31:y:2019:i:1:p:7-22
    as

    Download full text from publisher

    File URL: https://hrcak.srce.hr/file/322987
    Download Restriction: None
    ---><---

    References listed on IDEAS

    as
    1. Cathy Hart & Andrew M. Farrell & Grazyna Stachow & Gary Reed & John W. Cadogan, 2007. "Enjoyment of the Shopping Experience: Impact on Customers' Repatronage Intentions and Gender Influence," The Service Industries Journal, Taylor & Francis Journals, vol. 27(5), pages 583-604, July.
    2. Lichtenstein, Donald R & Bloch, Peter H & Black, William C, 1988. "Correlates of Price Acceptability," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 15(2), pages 243-252, September.
    3. Grewal, Dhruv & Levy, Michael & Kumar, V., 2009. "Customer Experience Management in Retailing: An Organizing Framework," Journal of Retailing, Elsevier, vol. 85(1), pages 1-14.
    4. Mousumi Choudhury & Ranjit Singh & Hemanta Saikia, 2016. "Measuring Customer Experience in Bancassurance: An Empirical Study," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 28(1), pages 47-62.
    5. António C. Moreira & Nuno Fortes & Ramiro Santiago, 2017. "Influence of sensory stimuli on brand experience, brand equity and purchase intention," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 18(1), pages 68-83, January.
    6. Halil Nadiri & G. Nazan Gunay, 2013. "An empirical study to diagnose the outcomes of customers’ experiences in trendy coffee shops," Journal of Business Economics and Management, Taylor & Francis Journals, vol. 14(1), pages 22-53, February.
    7. Eroglu, Sevgin A. & Machleit, Karen A. & Davis, Lenita M., 2001. "Atmospheric qualities of online retailing: A conceptual model and implications," Journal of Business Research, Elsevier, vol. 54(2), pages 177-184, November.
    8. Jang, SooCheong (Shawn) & Namkung, Young, 2009. "Perceived quality, emotions, and behavioral intentions: Application of an extended Mehrabian-Russell model to restaurants," Journal of Business Research, Elsevier, vol. 62(4), pages 451-460, April.
    9. Morrison, Michael & Gan, Sarah & Dubelaar, Chris & Oppewal, Harmen, 2011. "In-store music and aroma influences on shopper behavior and satisfaction," Journal of Business Research, Elsevier, vol. 64(6), pages 558-564, June.
    10. Vieira, Valter Afonso, 2013. "Stimuli–organism-response framework: A meta-analytic review in the store environment," Journal of Business Research, Elsevier, vol. 66(9), pages 1420-1426.
    11. Verhoef, Peter C. & Lemon, Katherine N. & Parasuraman, A. & Roggeveen, Anne & Tsiros, Michael & Schlesinger, Leonard A., 2009. "Customer Experience Creation: Determinants, Dynamics and Management Strategies," Journal of Retailing, Elsevier, vol. 85(1), pages 31-41.
    12. Martin, Jillian & Mortimer, Gary & Andrews, Lynda, 2015. "Re-examining online customer experience to include purchase frequency and perceived risk," Journal of Retailing and Consumer Services, Elsevier, vol. 25(C), pages 81-95.
    13. Puccinelli, Nancy M. & Goodstein, Ronald C. & Grewal, Dhruv & Price, Robert & Raghubir, Priya & Stewart, David, 2009. "Customer Experience Management in Retailing: Understanding the Buying Process," Journal of Retailing, Elsevier, vol. 85(1), pages 15-30.
    14. Alford, Bruce L. & Biswas, Abhijit, 2002. "The effects of discount level, price consciousness and sale proneness on consumers' price perception and behavioral intention," Journal of Business Research, Elsevier, vol. 55(9), pages 775-783, September.
    15. Farrell, Andrew M., 2010. "Insufficient discriminant validity: A comment on Bove, Pervan, Beatty, and Shiu (2009)," Journal of Business Research, Elsevier, vol. 63(3), pages 324-327, March.
    Full references (including those not matched with items on IDEAS)

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Maja Vujičić & Bruno Grbac & Vladimir Mozetič, 2021. "Contributions of Functional Magnetic Resonance Imaging in Market Research: Obstacles and Perspectives," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 33(2), pages 185-203.
    2. Olga Tymoshchuk & Xingqiu Lou & Ting Chi, 2024. "Exploring Determinants of Second-Hand Apparel Purchase Intention and Word of Mouth: A Stimulus–Organism–Response Approach," Sustainability, MDPI, vol. 16(11), pages 1-18, May.
    3. Aistė Čapienė & Aušra Rūtelionė & Krzysztof Krukowski, 2022. "Engaging in Sustainable Consumption: Exploring the Influence of Environmental Attitudes, Values, Personal Norms, and Perceived Responsibility," Sustainability, MDPI, vol. 14(16), pages 1-22, August.
    4. Žaneta Piligrimienė & Andželika Žukauskaitė & Hubert Korzilius & Jūratė Banytė & Aistė Dovalienė, 2020. "Internal and External Determinants of Consumer Engagement in Sustainable Consumption," Sustainability, MDPI, vol. 12(4), pages 1-20, February.

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Anninou, Ioanna & Foxall, Gordon R., 2019. "The reinforcing and aversive consequences of customer experience. The role of consumer confusion," Journal of Retailing and Consumer Services, Elsevier, vol. 51(C), pages 139-151.
    2. Morone, Andrea & Nemore, Francesco & Schirone, Dario Antonio, 2018. "Sales impact of servicescape's rational stimuli: A natural experiment," Journal of Retailing and Consumer Services, Elsevier, vol. 45(C), pages 256-262.
    3. Muhammad Waqas & Zalfa Laili Binti Hamzah & Noor Akma Mohd Salleh, 2021. "Customer experience: a systematic literature review and consumer culture theory-based conceptualisation," Management Review Quarterly, Springer, vol. 71(1), pages 135-176, February.
    4. Malhotra, Neeru & Sahadev, Sunil & Purani, Keyoor, 2017. "Psychological contract violation and customer intention to reuse online retailers: Exploring mediating and moderating mechanisms," Journal of Business Research, Elsevier, vol. 75(C), pages 17-28.
    5. Lova Rajaobelina & Isabelle Brun & Sandrine Prom Tep & Manon Arcand, 2018. "Towards a better understanding of mobile banking: the impact of customer experience on trust and commitment," Journal of Financial Services Marketing, Palgrave Macmillan, vol. 23(3), pages 141-152, December.
    6. Arijit Bhattacharya & Manjari Srivastava, 2020. "A Framework of Online Customer Experience: An Indian Perspective," Global Business Review, International Management Institute, vol. 21(3), pages 800-817, June.
    7. Mondal, Jalaluddin & Chakrabarti, Somnath, 2021. "Insights and anatomy of brand experience in app-based retailing (eRBX): Critical play of physical evidence and enjoyment," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    8. Terblanche, Nic S. & Kidd, Martin, 2021. "Exploring an in-store customer journey for customers shopping for outdoor apparel," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    9. Dennis, Charles & Joško Brakus, J. & Gupta, Suraksha & Alamanos, Eleftherios, 2014. "The effect of digital signage on shoppers' behavior: The role of the evoked experience," Journal of Business Research, Elsevier, vol. 67(11), pages 2250-2257.
    10. Cachero-Martínez, Silvia & Vázquez-Casielles, Rodolfo, 2021. "Building consumer loyalty through e-shopping experiences: The mediating role of emotions," Journal of Retailing and Consumer Services, Elsevier, vol. 60(C).
    11. Zhou, Jiaying & Dahana, Wirawan Dony & Ye, Qiongwei & Zhang, Qingyu & Ye, Mingqi & Li, Xi, 2023. "Hedonic service consumption and its dynamic effects on sales in the brick-and-mortar retail context," Journal of Retailing and Consumer Services, Elsevier, vol. 70(C).
    12. Jacob, Isaac & Khanna, Monica & Rai, Krupa A., 2020. "Attribution analysis of luxury brands: An investigation into consumer-brand congruence through conspicuous consumption," Journal of Business Research, Elsevier, vol. 116(C), pages 597-607.
    13. Zhu, Zhen & Nakata, Cheryl & Sivakumar, K. & Grewal, Dhruv, 2013. "Fix It or Leave It? Customer Recovery from Self-service Technology Failures," Journal of Retailing, Elsevier, vol. 89(1), pages 15-29.
    14. Reinartz, Werner & Wiegand, Nico & Imschloss, Monika, 2019. "The impact of digital transformation on the retailing value chain," International Journal of Research in Marketing, Elsevier, vol. 36(3), pages 350-366.
    15. Yoshida, Masayuki, 2017. "Consumer experience quality: A review and extension of the sport management literature," Sport Management Review, Elsevier, vol. 20(5), pages 427-442.
    16. Yinglu Sun & Wei Xue & Subir Bandyopadhyay & Dong Cheng, 2022. "WeChat mobile-payment-based smart retail customer experience: an integrated framework," Information Technology and Management, Springer, vol. 23(2), pages 77-94, June.
    17. Troiville, Julien & Hair, Joe F. & Cliquet, Gérard, 2019. "Definition, conceptualization and measurement of consumer-based retailer brand equity," Journal of Retailing and Consumer Services, Elsevier, vol. 50(C), pages 73-84.
    18. Haans, Hans & Gijsbrechts, Els, 2011. "“One-deal-fits-all?” On Category Sales Promotion Effectiveness in Smaller versus Larger Supermarkets," Journal of Retailing, Elsevier, vol. 87(4), pages 427-443.
    19. Jin-Kyu Kim & Jae-Jang Yang & Yong-Ki Lee, 2023. "How Do Self-Service Kiosks Improve COVID-19 Pandemic Resilience in the Restaurant Industry?," Sustainability, MDPI, vol. 15(13), pages 1-21, June.
    20. AlKheder, Sharaf, 2021. "Passengers intentions towards self-services check-in, Kuwait airport as a case study," Technological Forecasting and Social Change, Elsevier, vol. 169(C).

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:zag:market:v:31:y:2019:i:1:p:7-22. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: Tanja Komarac (email available below). General contact details of provider: https://edirc.repec.org/data/fefzghr.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.