This study relies on the Stimulus-Organism-Response (S–O-R) paradigm to explore the mediating role of the desire to stay at the shopping mall in the relationship between shopper positive attitudes towards three atmospheric cues (color schemes, lighting, and music) and the shopping outcomes of shopper satisfaction, positive Word-of-Mouth (WOM) and patronage intentions. Moreover, the study elaborates on the path from the desire to stay to positive WOM and patronage intentions by considering the mediating role of shopper satisfaction. A survey-based study comprising a sample size of 451 mall shoppers has been developed to test the proposed research model. The results indicate that the desire to stay mediates the relationship between shoppers’ positive attitudes towards color schemes and music, on one hand, and shopper satisfaction and positive WOM, on the other hand. Although the desire to stay has a direct effect on positive WOM, it does not directly impact patronage intention. However, the latter path becomes significant when considering the mediating role of shopper satisfaction, indicating that satisfying mall stays enhance desirable outcomes. Based on these findings, implications for theory and retailers are discussed.

本研究依靠刺激-有机体-反应 (S-OR) 范式来探索留在购物中心的愿望在购物者对三种氛围线索（配色方案、灯光和音乐）的积极态度之间的关系中的中介作用以及购物者满意度、积极的口碑 (WOM) 和惠顾意愿的购物结果。此外，该研究通过考虑购物者满意度的中介作用，详细阐述了从停留愿望到积极口碑和惠顾意愿的路径。已经开发了一项基于调查的研究，包括 451 名购物中心购物者的样本量，以测试拟议的研究模型。结果表明，留下来的愿望一方面在购物者对配色方案和音乐的积极态度与购物者满意度和积极的口碑之间起到中介作用，另一方面。虽然留下的愿望对积极的口碑有直接影响，但并不直接影响惠顾意愿。然而，当考虑购物者满意度的中介作用时，后一条路径变得重要，表明满意的购物中心住宿会提高理想的结果。基于这些发现，讨论了对理论和零售商的影​​响。