Despite strong evidence for the existence of spillover effects in consumer patronage between anchor stores and other less dominant stores in shopping malls, research on spillover patronage antecedents and its underlying formation mechanisms appears to be sparse. The current study explores the effect of the difference between perceived store image for anchor versus non-anchor stores on cross-shop consumer behavior drawing from theories of spillover shopping and retail patronage. Employing a questionnaire survey and laboratory experiments to obtain data on shopping experiences, this study shows that the smaller the image gap between an anchor store and non-anchor stores, the greater the likelihood of non-anchor store patronage by customers originally attracted to the anchor store. This study also finds that when customers attracted by the anchor store experience greater self-image congruity with non-anchor stores, the extent of spillover patronage increases, while this happens irrespective of whether they engage or do not engage in purchase in the anchor store. This study provides a viable theoretical basis for facilitating decision-making in both planning and design of effective retail agglomerations.

尽管有强有力的证据表明购物中心主力店和其他不那么主导的商店之间的消费者惠顾存在溢出效应，但关于外溢惠顾前因及其潜在形成机制的研究似乎很少。当前的研究从溢出购物和零售惠顾的理论出发，探讨了锚定商店与非锚定商店的感知商店形象之间的差异对跨商店消费者行为的影响。本研究通过问卷调查和实验室实验获取购物体验数据，结果表明主播店与非主播店的形象差距越小，非主播店原先被主播吸引的顾客光顾的可能性越大店铺。本研究还发现，当被主力店吸引的顾客体验到与非主力店更大的自我形象一致性时，溢出光顾的程度会增加，而无论他们是否参与或不参与主力店购买，都会发生这种情况。本研究为促进有效零售集聚的规划和设计决策提供了可行的理论基础。