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ISSN : 1738-3110

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Vol.6 No.2

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The Relation among Store Crowding, Shopping Emotions and Shopping Value

The Journal of Distribution Science / The Journal of Distribution Science, (P)1738-3110; (E)2093-7717
2008, v.6 no.2, pp.61-79
https://doi.org/https://doi.org/10.15722/jds.6.2.200812.61
Park, Soo-Yong
Park,, S. (2008). The Relation among Store Crowding, Shopping Emotions and Shopping Value. The Journal of Distribution Science, 6(2), 61-79, https://doi.org/https://doi.org/10.15722/jds.6.2.200812.61

Abstract

This paper studies on the influence of customers' perceived store crowding, shopping emotions, shopping value, and repatronage intention. The result is as follows. First, human crowding and spatial crowding influence two dimensions of shopping emotions: positive shopping emotions and negative shopping emotions. Especially human crowding influences positively on positive shopping emotions while spatial crowding influence positively on negative shopping emotions, which means that shoppers visiting stores feel negative shopping emotions toward spatial crowding, but that shoppers' crowding in stores can arose positive shopping emotions which intrigue interest and liveliness. Second, positive shopping emotions and negative shopping emotions influence two dimensions of shopping values: hedonic shopping value and utilitarian shopping value. Especially positive shopping emotion influences positively on utilitarian shopping value and hedonic shopping value while negative shopping emotion influence negatively on utilitarian shopping value and hedonic shopping value. Third, the result shows that shoppers' shopping values influences positively on repatronage intention.

keywords
혼잡성, 쇼핑감정, 실용적쇼핑가치, 쾌락적쇼핑가치, 재이용의도

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