ABSTRACT

This study applies an environmental psychology approach to understand the impact on consumer emotional reactions and shopping outcomes of store environmental perceptions, within a new luxury retail setting. Within this mass-market, highly hedonistic retail context, the study here proposes an extended stimulus-organism-response model. The study examines linkages between consumers’ perceptions of retail cues and their emotions and behavioural intentions. Further, the study considers such relationships in different retail settings – shopping malls and urban centres. Results suggest that, in diverse retail settings, consumer emotional reactions to environmental cues may vary, suggesting, in turn, that consumer selection of store settings is likely to be driven by diverse consumer expectations and needs. The study closes with theoretical and managerial implications.

摘要

本研究应用环境心理学方法来了解新的奢侈品零售环境中商店环境感知对消费者情绪反应和购物结果的影响。在这种大众市场、高度享乐主义的零售背景下，本研究提出了一种扩展的刺激-有机体-反应模型。该研究探讨了消费者对零售线索的看法与其情绪和行为意图之间的联系。此外，该研究还考虑了不同零售环境（购物中心和城市中心）中的这种关系。结果表明，在不同的零售环境中，消费者对环境线索的情绪反应可能会有所不同，这反过来表明消费者对商店环境的选择可能是由不同的消费者期望和需求驱动的。