Perceived retail crowding and shopping satisfaction: The role of shopping values

Abstract Two studies were conducted to examine whether shopping values are affected by perceived retail crowding, and whether shopping values mediate the relationship between perceived retail crowding and shopping satisfaction. Results of the first study show that perceived retail crowding affects shopping values, albeit not very strongly. However, the effects appear to be moderated by factors such as personal tolerance for crowding, time spent shopping, shopping intention, and whether a purchase was made. Study 2 indicates that the impact of perceived crowding on shopping value is mediated by emotions experienced by the shopper. The emotions and shopping value reactions, in turn, mediate the effect of spatial crowding on shopping satisfaction. Interestingly, the results show that when these mediating variables are accounted for, human crowding positively affects shopping satisfaction. These findings provide support for the inverted U explanation in the general crowding literature, and suggest new avenues of future research in the context of retail crowding.

[1]  D. Stokols.  On the distinction between density and crowding: some implications for future research. , 1972, Psychological review.

[2]  James C. Anderson,et al.  Path Analysis of Buyer Behavior under Conditions of Crowding , 1980 .

[3]  Joachim F. Wohlwill,et al.  Human adaptation to levels of environmental stimulation , 1974 .

[4]  J. Pandey,et al.  Affect and Performance on Cognitive Task as a Function of Crowding and Noise1 , 1987 .

[5]  Sevgin Eroğlu,et al.  Describing and Measuring Emotional Response to Shopping Experience , 2000 .

[6]  Koch Sigmund Ed,et al.  Psychology: A Study of A Science , 1962 .

[7]  R. Oliver.  Cognitive, affective, and attribute bases of the satisfaction response. , 1993 .

[8]  J. Freedman,et al.  Conceptions of Crowding. (Book Reviews: Crowding and Behavior; The Environment and Social Behavior. Privacy, Personal Space. Territory, Crowding) , 1975 .

[9]  M. Hui,et al.  Perceived Control and the Effects of Crowding and Consumer Choice on the Service Experience , 1991 .

[10]  D. A. Kenny,et al.  The moderator-mediator variable distinction in social psychological research: conceptual, strategic, and statistical considerations. , 1986, Journal of personality and social psychology.

[11]  William R. Darden,et al.  Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value , 1994 .

[12]  P. Cozby.  Effects of density, activity, and personality on environmental preferences☆ , 1973 .

[13]  James J. Kellaris,et al.  Human versus spatial dimensions of crowding perceptions in retail environments: A note on their measurement and effect on shopper satisfaction , 1994 .

[14]  J. Brehm.  A theory of psychological reactance. , 1981 .

[15]  W. H. Ittelson,et al.  Freedom of choice and behavior in a physical setting. , 1972 .

[16]  J. Stockdale.  Crowding: Determinants and Effects1 , 1978 .

[17]  H. Helson,et al.  Adaptation-level theory , 1964 .

[18]  David W. Gerbing,et al.  An Updated Paradigm for Scale Development Incorporating Unidimensionality and Its Assessment , 1988 .

[19]  Susan Powell Mantel,et al.  Perceived Retail Crowding and Shopping Satisfaction: What Modifies This Relationship? , 2000 .