Linking atmospherics to shopping outcomes: The role of the desire to stay

Maher Georges Elmashhara and Ana Maria Soares

Journal of Retailing and Consumer Services, 2022, vol. 64, issue C

Abstract: This study relies on the Stimulus-Organism-Response (S–O-R) paradigm to explore the mediating role of the desire to stay at the shopping mall in the relationship between shopper positive attitudes towards three atmospheric cues (color schemes, lighting, and music) and the shopping outcomes of shopper satisfaction, positive Word-of-Mouth (WOM) and patronage intentions. Moreover, the study elaborates on the path from the desire to stay to positive WOM and patronage intentions by considering the mediating role of shopper satisfaction. A survey-based study comprising a sample size of 451 mall shoppers has been developed to test the proposed research model. The results indicate that the desire to stay mediates the relationship between shoppers’ positive attitudes towards color schemes and music, on one hand, and shopper satisfaction and positive WOM, on the other hand. Although the desire to stay has a direct effect on positive WOM, it does not directly impact patronage intention. However, the latter path becomes significant when considering the mediating role of shopper satisfaction, indicating that satisfying mall stays enhance desirable outcomes. Based on these findings, implications for theory and retailers are discussed.

Keywords: Atmospherics; Desire to stay; Shopper satisfaction; Word-of-Mouth; Patronage intentions; Shopping malls (search for similar items in EconPapers)
Date: 2022
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:64:y:2022:i:c:s0969698921003106

DOI: 10.1016/j.jretconser.2021.102744

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