احساسات مصرف کننده: تعیین کننده ها و نتایج در یک مرکز خرید

The present study aims to provide a deeper understanding of consumers’ emotions in a shopping mall by taking into account its two dimensions i.e. pleasure and arousal. The conceptual model is developed by considering a few unexamined determinants (namely perceived human and spatial mall crowding, promotional events, and co-visitors) and outcomes (namely repatronage and positive word-of-mouth) of arousal and pleasure. The responses (n=346) are collected by using a mall-intercept technique. Results of structural equation modeling reveal positive linkages between determinants and outcomes of pleasure and arousal. Overall, the work extends and complements the extant literature by delineating the role of various social cues and promotional cues on consumers’ pleasure and arousal in a shopping mall setting. Theoretical and managerial implications are further discussed.