Experiencing atmospherics: The moderating effect of mall experiences on the impact of individual store atmospherics on spending behavior and mall loyalty

Iris Vilnai-Yavetz, Shaked Gilboa and Vince Mitchell

Journal of Retailing and Consumer Services, 2021, vol. 63, issue C

Abstract: Retailers invest in atmospherics to create effective environments that engage shoppers in their shopping journey and promote business success. However, the link between store-level atmospherics and mall-level experiences remains opaque. In a quasi-experimental field study, we confirm that the quality of in-store atmospherics positively impacts in-store spending and reveal for the first time that it also positively influences loyalty intentions toward the mall as a whole. Both effects are mediated by perceived store atmosphere and moderated by mall experiences. The effects on spending are stronger for shoppers who are seeking hedonic experiences (seductive, recreational, and social) and are less interested in the functional experience. However, the impact on mall loyalty is stronger for shoppers pursuing material (functional) and avoiding social experiences. For retailers and mall owners, these findings underscore the importance of matching store atmospherics with mall experiences. Similarities and differences in the effects of atmospherics between and within the store and mall levels are discussed.

Keywords: Store atmospherics; Perceived atmosphere; Store design; Mall experiences; Mall loyalty; Spending behavior; Monetary expenditure (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (12)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921002708

DOI: 10.1016/j.jretconser.2021.102704

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