- Log In/Sign Up
- P-ISSN1738-3110
- E-ISSN2093-7717
- SCOPUS, ESCI
ISSN : 1738-3110
Store’s Visual Sensory Cues, Emotion, and Reusage Intention
Zhang, Jia-Ling
Chen, Chang
Abstract
Purpose - This research aimed at exploring the mediation roles of the arousal and pleasure in the effects of the congruity between visual sensory cues of a retail store and consumers' self-image on the intent to reuse the store. Research design, data, and methodology - The data from 278 Chinese consumers who answered the questionnaire online were analyzed by using structural equation model of Amos 21.0 program to verify the hypotheses. Results - Store's visual sensory cues congruent with consumers' self-image directly affected the intention to reuse the store, and had positive impacts on both their arousal and pleasure states. The consumers' pleasure positively influenced on their intention, but their arousal did not influence on the intention. Consumers' pleasure played mediation roles in the effect of the congruity on the intention to reuse the store. Conclusions - Retail store marketers should pay attention to visual sensory cues to match the cues to consumers' self-image, when designing their store settings. When developing the cues, to help consumers feel pleasure which in turn, induces loyalty to their store, the marketers should develop the atmosphere setting in the respects of the congruity between the visual sensory cues and the self image.
- keywords
- Arousal, Intent to Reuse Store, Pleasure, Self-Image, Visual Sensory Cue
Reference
Anderson, J., & Gerbing, D. W. (1984). The effects of sampling error on convergence, improper solutions and goodness-of–fit indices for maximum likelihood confirmatory factor analysis. Psychometrica, 49(2), 155-173.
Bagwell, L. S., & Bernheim, B. D. (1996). Veblen effects in a theory of conspicuous consumption. The American Economic Review, 86(3), 349-373.
Bellizzi, J. A., & Hite, R. E. (1992). Environmental color, consumer feelings, and purchase likelihood. Psychology & Marketing, 9(5), 347-363.
Berlyne, D. E. (1970). Novelty, complexity, and hedonic value. Attention, Perception, & Psychophysics, 8(5), 279-286.
Bitner, M. J. (1992). Servicescapes: The impact of physical surroundings on customers and employees. The Journal of Marketing,56(2), 57-71.
Bjerke, R., & Polegato, R. (2006). How well do advertising images of health and beauty travel across cultures? A self‐concept perspective. Psychology & Marketing, 23(10), 865-884.
Chang, H. J., Eckman, M., & Yan, R. N. (2011). Application of the Stimulus-Organism-Response model to the retail environment: The role of hedonic motivation in impulse buying behavior. International Review of Retail Distribution & Consumer Research, 21(3), 233-249.
Clement, J. (2007). Visual influence on in-store buying decisions: An eye-track experiment on the visual influence of packaging design. Journal of Marketing Management, 23(9-10), 917-928.
Custers, P. J. M., De Kort, Y. A. W., IJsselsteijn, W. A., & De Kruiff, M. E. (2010). Lighting in retail environments: Atmosphere perception in the real world. Lighting Research & Technology, 42(3), 331-343.
Cuttle, C., & Brandston, H. (1995). Evaluation of retail lighting. Journal of the illuminating Engineering Society, 24(2), 33-49.
Danger, E. P. (1987). The colour handbook: How to Use Colour in Commerce and Industry. Aldershot, UK: Gower Technical Press.
Das, G., & Varshneya, G. (2017). Consumer emotions: Determinants and outcomes in a shopping mall. Journal of Retailing and Consumer Services, 38, 177-185.
Donvovan, R. J., & Rossiter, J. R. (1982). Store Atmosphere: An Environmental Psychology. Journal of Retailing, 58(1), 34-57.
Donovan, R. J., Rossiter, J. R., Marcoolyn, G., & Nesdale, A. (1994). Store atmosphere and purchasing behavior. Journal of Retailing, 70(3), 283-294.
Ekinci, Y., & Riley, M. (2003). An investigation of self-concept: Actual and ideal self-congruence compared in the context of service evaluation. Journal of Retailing and Consumer Services, 10(4), 201-214.
Elliot, A. J., & Church, M. A. (1997). A hierarchial model of approach and avoidance achievement motivation. Journal of Personality and Social Psychology, 72(1), 218-232.
Ericksen, M. K. (1997). Using self-congruity and ideal congruity to predict purchase intention: A European perspective. Journal of Euromarketing, 6(1), 41-56.
Garaus, M., & Wagner, U. (2016). Retail shopper confusion: Conceptualization, scale development, and consequences. Journal of Business Research, 69(9), 3459-3467.
Gordon, A., Finlay, K., & Watts, T. (1994). The psychological effects of colour in consumer product packaging. Canadian Journal of Marketing Research, 13(3), 3-11.
Govers, P. C. M., & Schoormans, J. P. L. (2005). Product personality and its influence on consumer preference. Journal of Consumer Marketing, 22(4), 189-197.
Graeff, T. R. (1996). Using promotional messages to manage the effects of brand and self-image on brand evaluations. Journal of Consumer Marketing, 13(3), 4-18.
Hamid, P. N., & Newport, A. G. (1989). Effect of colour on physical strength and mood in children. Perceptual and Motor Skills, 69(1), 179-185.
He, H., & Mukherjee, A. (2007). I am, ergo I shop: Does store image congruity explain shopping behaviour of Chinese consumers?. Journal of Marketing Management, 23(5-6), 443-460.
Helmefalk, M. (2016). Congruency as a mediator in an IKEA retail setting: Products, services and store image in relation to sensory cues. International Journal of Retail & Distribution Management, 44(9), 956-972.
Helmefalk, M., & Hultén, B. (2017). Multi-sensory congruent cues in designing retail store atmosphere: Effects on shoppers' emotions and purchase behavior. Journal of Retailing and Consumer Services, 38, 1-11.
Hirschman, E. C. (1980). Innovativeness, novelty seeking, and consumer creativity. Journal of consumer research, 7(3), 283-295.
Hultén, B. (2015). Sensory marketing: Theoretical and empirical grounds. London: Routledge.
Ibrahim, H., & Najjar, F. (2008). Assessing the effects of self-congruity, attitudes and customer satisfaction on customer behavioural intentions in retail environment. Marketing Intelligence & Planning, 26(2), 207-227.
Jamal, A., & Goode, M. M. (2001). Consumers and brands: A study of the impact of self-image congruence on brand preference and satisfaction. Marketing Intelligence & Planning, 19(7), 482-492.
Joachimsthaler, E. A., & Lastovicka, J. L. (1984). Optimal stimulation level—Exploratory behavior models. Journal of Consumer Research, 11(3), 830-835.
Kahn, B. E., & Isen, A. M. (1993). The influence of positive affect on variety seeking among safe, enjoyable products. Journal of Consumer Research, 20(2), 257-270.
Kim, S., Park, G., Lee, Y., & Choi, S. (2016). Customer emotions and their triggers in luxury retail: Understanding the effects of customer emotions before and after entering a luxury shop. Journal of Business Research, 69(12), 5809-5818.
Koo, D. M., & Ju, S. H. (2010). The interactional effects of atmospherics and perceptual curiosity on emotions and online shopping intention. Computers in Human Behavior, 26(3), 377-388.
Kressmann, F., Sirgy, M. J., Herrmann, A., Huber, F., Huber, S., & Lee, D. J. (2006). Direct and indirect effects of self-image congruence on brand loyalty. Journal of Business Research, 59(9), 955-964.
Loureiro, S. M. C., & Roschk, H. (2014). Differential effects of atmospheric cues on emotions and loyalty intention with respect to age under online/offline environment. Journal of Retailing and Consumer Services, 21(2), 211-219.
Mattila, A. S., & Wirtz, J. (2001). Congruency of scent and music as a driver of in-store evaluations and behavior. Journal of Retailing, 77(2), 273-289.
Mehrabian, A., & Russell, J. A. (1974). An approach to environmental psychology. Cambridge, MA: MIT Press.
Mehta, A. (1999). Using self-concept to assess advertising effectiveness. Journal of Advertising Research, 39(1), 81-81.
Menon, S., & Kahn, B. E. (1995). The impact of context on variety seeking in product choices. Journal of Consumer Research, 22(3), 285-295.
Mittelstaedt, R. A., Grossbart, S. L., Curtis, W. W., & Devere, S. P. (1976). Optimal stimulation level and the adoption decision process. Journal of Consumer Research, 3(2), 84-94.
Morrin, M., & Chebat, J. C. (2005). Person-place congruency: The interactive effects of shopper style and atmospherics on consumer expenditures. Journal of Service Research, 8(2), 181-191.
Norman, D. A. (2004). Emotional design: Why we love (or hate) everyday things. Basic Civitas Books.
Nsairi, Z. B. (2012). Managing browsing experience in retail stores through perceived value: Implications for retailers. International Journal of Retail & Distribution Management, 40(9), 676-698(23).
O'cass, A., & Frost, H. (2002). Status brands: Examining the effects of non-product-related brand associations on status and conspicuous consumption. Journal of Product & Brand Management, 11(2), 67-88.
Park, N. K., & Farr, C. A. (2007). The Effects of Lighting on Consumers' Emotions and Behavioral Intentions in a Retail Environment: A Cross‐Cultural Comparison. Journal of Interior Design, 33(1), 17-32.
Prashar, S., Raja, B. A., Parasaran, V. S., & Venna, V. K. (2015). Factors prompting impulse buying behavior: Shoppers in Dubai. East Asian Journal of Business Management, 5(3), 5-15.
Quester, P. G., Karunaratna, A., & Goh, L. K. (2000). Self-congruity and product evaluation: A cross- cultural study. Journal of Consumer Marketing, 17(6), 525-535.
Rosenberg, M. (1979). Conceiving the Self. New York: Basic Books.
Schlosser, A. E. (1998). Applying the functional theory of attitudes to understanding the influence of store atmosphere on store inferences. Journal of Consumer Psychology, 7(4), 345-369.
Schultz, P. W. (2000). The structure of environmental concern: Concern for self, other people, and the biosphere. Journal of Environmental Psychology, 21(4), 327-339.
Sirgy, M. J. (1982). Self-concept in consumer behavior: A critical review. Journal of consumer research, 9(3), 287-300.
Sirgy, M. J., Grewal, D., & Mangleburg, T. (2000). Retail environment, self-congruity, and retail patronage: An integrative model and a research agenda. Journal of Business Research. 49(2), 127-138.
Sirgy, M. J., Grewal, D., Mangleburg, T. F., Park, J. O., Chon, K. S., Claiborne, C. B., & Berkman, H. (1997). Assessing the predictive validity of two methods of measuring self-image congruence. Journal of the Academy of Marketing Science, 25(3), 229-241.
Sirgy, M. J., Johar, S., Samli, A. C., & Claiborne, C. B. (1991). Self-congruity versus functional congruity: Predictors of consumer behavior. Journal of the Academy of Marketing Science, 19(4), 363–375.
Snyder, M. L. (1979). Self-Monitoring Processes. In Leon Berkowitz (ed.), Advances in Experimental Social Psychology (Vol. 12). New York: Academic Press.
Steenkamp, J. B. E., & Baumgartner, H. (1992). The role of optimum stimulation level in exploratory consumer behavior. Journal of consumer research, 19(3), 434-448.
Stern, P. C., & Dietz, T. (1994). The value basis of environmental concern. Journal of Social Issues, 50(3), 65-84.
Summers, T. A., & Hebert, P. R. (2001). Shedding some light on store atmospherics: influence of illumination on consumer behavior. Journal of business research, 54(2), 145-150.
Turley, L. W., & Milliman, R. E. (2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of business research, 49(2), 193-211.
Usman, H. (2015). Customer communication strategy for Islamic banks. International Journal of Industrial Distribution & Business, 6(2), 17-24.
Wallendorf, M., & Arnould, E. J. (1988). My favorite things: A cross-cultural inquiry into object attachment, possessiveness, and social linkage. Journal of Consumer Research, 14(4), 531-547.
Yi, S., & Su, S. (2014). A study of the factors that impact Chinese consumers’ purchasing intent for high-tech products. East Asian Journal of Business Management, 4(1), 37-40.
Yusof, J. M., & Afriffin, S. (2016). The influence of self-congruity, functional image, and emotional attachment on loyalty. Procedia Economics and Finance, 37, 350-357.
Zinkhan, G. M., & Hong, J. W. (1991). Self concept and advertising effectiveness: A conceptual model of congruency conspicuousness, and response mode. In R. H. Holman, & M. R. Solomon, Advances in Consumer Research (pp.348-354). Provo, UT : Association for Consumer Research.
Zuckerman, M. (2014). Sensation seeking (psychology revivals): Beyond the optimal level of arousal. London: Psychology Press.
- Downloaded
- Viewed
- 0KCI Citations
- 0WOS Citations