Do emotions bring customers to an environment: Evidence from Pakistani shoppers?

The purpose of this study is twofold: First, it examines the impact of emotional states and shopping evaluations on customers’ store choice intentions before entering the store; second, what atmospheric factors and shopping value evaluations affect customers’ emotions after entering the store, which...

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Autores principales:	Saira Aziz, Waseem Bahadur, Salman Zulfiqar, Binesh Sarwar, Khurram Ejaz Chandia, Muhammad Badr Iqbal
Formato:	article
Lenguaje:	EN
Publicado:	Taylor & Francis Group 2018
Materias:	pleasure arousal store choice environmental cues shopping value Business HF5001-6182 Management. Industrial management HD28-70
Acceso en línea:	https://doaj.org/article/1c5c84f5392f46f5af5f491c11ed5c1a
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id	oai:doaj.org-article:1c5c84f5392f46f5af5f491c11ed5c1a
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spelling	oai:doaj.org-article:1c5c84f5392f46f5af5f491c11ed5c1a2021-12-02T14:07:57ZDo emotions bring customers to an environment: Evidence from Pakistani shoppers?2331-197510.1080/23311975.2018.1536305https://doaj.org/article/1c5c84f5392f46f5af5f491c11ed5c1a2018-01-01T00:00:00Zhttp://dx.doi.org/10.1080/23311975.2018.1536305https://doaj.org/toc/2331-1975The purpose of this study is twofold: First, it examines the impact of emotional states and shopping evaluations on customers’ store choice intentions before entering the store; second, what atmospheric factors and shopping value evaluations affect customers’ emotions after entering the store, which, in turn, influence their final choice decision? To test the proposed hypothesis, data were collected in Pakistan from the real-life customers at a specialty apparel store. Exploratory factor analysis (EFA) and structural equation modeling (SEM) were performed to analyze the data results. Study results disclose that the customers do experience pleasure before being exposed to any environment. The utilitarian value and hedonic value positively affect the store choice intentions of customers before entering a store. While the in-store environmental stimuli influence the pleasure and arousal experienced after entering the store, which, in turn, affects customers’ store choice decisions. This particular study adds to the literature by quantitatively studying the impact of emotional states on customer store choice decisions before entering a store, and it also inspects the change in emotions after entering the store in the presence of three component environmental factors such as ambient factors, design factors, and social factors and customers’ shopping value evaluations. Therefore, retail managers should consider managing customer feeling states by providing favorable in-store environments, because negative store experience can even ruin the positive feelings customer may have before coming to the store for shopping and experiencing.Saira AzizWaseem BahadurSalman ZulfiqarBinesh SarwarKhurram Ejaz ChandiaMuhammad Badr IqbalTaylor & Francis Grouparticlepleasurearousalstore choiceenvironmental cuesshopping valueBusinessHF5001-6182Management. Industrial managementHD28-70ENCogent Business & Management, Vol 5, Iss 1 (2018)
institution	DOAJ
collection	DOAJ
language	EN
topic	pleasure arousal store choice environmental cues shopping value Business HF5001-6182 Management. Industrial management HD28-70
spellingShingle	pleasure arousal store choice environmental cues shopping value Business HF5001-6182 Management. Industrial management HD28-70 Saira Aziz Waseem Bahadur Salman Zulfiqar Binesh Sarwar Khurram Ejaz Chandia Muhammad Badr Iqbal Do emotions bring customers to an environment: Evidence from Pakistani shoppers?
description	The purpose of this study is twofold: First, it examines the impact of emotional states and shopping evaluations on customers’ store choice intentions before entering the store; second, what atmospheric factors and shopping value evaluations affect customers’ emotions after entering the store, which, in turn, influence their final choice decision? To test the proposed hypothesis, data were collected in Pakistan from the real-life customers at a specialty apparel store. Exploratory factor analysis (EFA) and structural equation modeling (SEM) were performed to analyze the data results. Study results disclose that the customers do experience pleasure before being exposed to any environment. The utilitarian value and hedonic value positively affect the store choice intentions of customers before entering a store. While the in-store environmental stimuli influence the pleasure and arousal experienced after entering the store, which, in turn, affects customers’ store choice decisions. This particular study adds to the literature by quantitatively studying the impact of emotional states on customer store choice decisions before entering a store, and it also inspects the change in emotions after entering the store in the presence of three component environmental factors such as ambient factors, design factors, and social factors and customers’ shopping value evaluations. Therefore, retail managers should consider managing customer feeling states by providing favorable in-store environments, because negative store experience can even ruin the positive feelings customer may have before coming to the store for shopping and experiencing.
format	article
author	Saira Aziz Waseem Bahadur Salman Zulfiqar Binesh Sarwar Khurram Ejaz Chandia Muhammad Badr Iqbal
author_facet	Saira Aziz Waseem Bahadur Salman Zulfiqar Binesh Sarwar Khurram Ejaz Chandia Muhammad Badr Iqbal
author_sort	Saira Aziz
title	Do emotions bring customers to an environment: Evidence from Pakistani shoppers?
title_short	Do emotions bring customers to an environment: Evidence from Pakistani shoppers?
title_full	Do emotions bring customers to an environment: Evidence from Pakistani shoppers?
title_fullStr	Do emotions bring customers to an environment: Evidence from Pakistani shoppers?
title_full_unstemmed	Do emotions bring customers to an environment: Evidence from Pakistani shoppers?
title_sort	do emotions bring customers to an environment: evidence from pakistani shoppers?
publisher	Taylor & Francis Group
publishDate	2018
url	https://doaj.org/article/1c5c84f5392f46f5af5f491c11ed5c1a
work_keys_str_mv	AT sairaaziz doemotionsbringcustomerstoanenvironmentevidencefrompakistanishoppers AT waseembahadur doemotionsbringcustomerstoanenvironmentevidencefrompakistanishoppers AT salmanzulfiqar doemotionsbringcustomerstoanenvironmentevidencefrompakistanishoppers AT bineshsarwar doemotionsbringcustomerstoanenvironmentevidencefrompakistanishoppers AT khurramejazchandia doemotionsbringcustomerstoanenvironmentevidencefrompakistanishoppers AT muhammadbadriqbal doemotionsbringcustomerstoanenvironmentevidencefrompakistanishoppers
_version_	1718391891576225792

Do emotions bring customers to an environment: Evidence from Pakistani shoppers?

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