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

Hyorkjin Kwon, Sejin Ha and Hyunjoo Im

Journal of Retailing and Consumer Services, 2016, vol. 28, issue C, 304-309

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.

Keywords: Mere social presence; Perceived similarity; Satisfaction; US traditional shopping mall (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (19)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:28:y:2016:i:c:p:304-309

DOI: 10.1016/j.jretconser.2015.01.004

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