Purpose

Although shopping well-being has become a focal construct in retail shopping studies, little is known about the key drivers of this construct. This study aims to further discern some of the key antecedents of shopping well-being by particularly focusing on the role of congruity. Furthermore, the study explores whether shoppers’ demographic characteristics moderate the effects of congruity on shopping well-being.

Design/methodology/approach

Data were collected from a survey of actual shoppers in two urban Canadian shopping malls via a mall intercept. Structural equation modeling using SmartPLS was conducted to validate the study’s model.

Findings

Functional congruity has a stronger effect than self-congruity on shopping well-being. Shoppers’ demographic variables do not generally act as moderators in the investigated linkages.

Practical implications

This study can help mall managers formulate better marketing programs that would ultimately enhance shopping well-being.

Originality/value

The study advances the retailing literature by putting forward a conceptual model that remedies identified shortcomings related to functional and self-congruity and establishes new linkages between functional congruity, self-congruity and shopping well-being. Furthermore, the study explores whether shoppers’ demographic variables moderate the effects of functional and self-congruity on shopping well-being.

中文翻译：

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购物福祉：一致性和购物者特征的作用

目的

尽管购物福祉已成为零售购物研究的重点内容，但对于此因素的主要驱动因素知之甚少。这项研究的目的是通过特别关注同等作用来进一步识别购物幸福感的一些关键先行因素。此外，该研究探讨了购物者的人口特征是否缓和了一致性对购物幸福感的影响。

设计/方法/方法

数据是通过购物中心截取地对加拿大两个城市购物中心的实际购物者进行的调查收集的。使用SmartPLS进行结构方程建模以验证研究模型。

发现

功能一致性对购物幸福感的影响大于自我一致性。购物者的人口统计学变量通常在调查的链接中不充当主持人。

实际影响

这项研究可以帮助购物中心经理制定更好的营销计划，从而最终改善购物环境。

创意/价值

该研究通过提出一种概念模型来改善零售文献，该模型可以弥补已发现的与功能和自我一致性有关的缺点，并在功能一致性，自我一致性和购物幸福感之间建立新的联系。此外，该研究还探讨了购物者的人口统计学变量是否会缓和功能和自我一致性对购物幸福感的影响。