The mediating effect of mood on in-store behaviour among Muslim shoppers

Abstract

Purpose-The purpose of this paper is to examine the influence of atmospherics on in-store behaviour among Malay Muslim shoppers in Malaysia. The effect of age on shopping behaviour is tested using two age groups: 18-25 years and 50 years or older. Design/methodology/approach-Quantitative methodology was employed, using structural equation modelling for testing the hypotheses developed. Purposive sampling was applied. Findings-Results of the present study show that positive perceptions of atmospherics exerted a positive influence on mood, which, in turn, affected in-store behaviour. Based on stimulus-organismresponse theory, Muslim shoppers who were positive about the atmospherics tend to spend more time and money, and they exhibited intention to patronize the store again. Originality/value-Although past studies suggest that Muslim consumers are different due to their Islamic way of life, guided by the Islamic principles, by controlling for country-specific influences such as socioeconomic factors, the results of this study provide support that modern marketing concepts are as relevant for the Muslim market as they are relevant for other market segments. Using the Mehrabian-Russell framework, Malay Muslims are found to be influenced by store atmospherics which, in turn, affect their in-store shopping behaviour. When comparing younger and older Muslims, results show no evidence of significant differences between these two age groups.

The Effect of Salespersons’ Retail Service Quality and Consumers’ Mood on Impulse Buying

“…In addition, mood research has proposed both the moderating (Bagozzi et al, 1999; Knowles et al, 1993; Prakash, 1985) and the mediating (Gardner, 1985; Knowles et al, 1993; Mattila and Enz, 2002) effects of mood. Empirical evidence has shown mood as either a moderator (Fedorikhin and Patrick, 2010) or a mediator (Leenders et al, 2016; Osman et al, 2013; Pugh, 2001). Although the mediating effect of mood has occasionally received no empirical support (Barger and Grandey, 2006; Bickart and Schwarz, 2001), measuring mood states after exposure to the service quality, this research finds the mediating role of mood on IB in a retail service encounter.…”

“…Mohan et al (2013) found that store environment perceptions elicited positive affect, which then encouraged IB. Osman et al (2013) showed that positive perceptions of atmospherics exerted a favorable influence on mood, which then affected in-store behavior in terms of expense amounts and revisit intentions. A store environment with more-attractive atmospheric factors (sensory stimuli and better services) increased IB by inducing more consumers’ pleasure (Kacen et al, 2012).…”

Effect of Escalator Use on Mall Love among Adult Pakistani Visitors

“…Visitors form attitude towards objects (Bagozzi, Gopinath, & Nyer, 1999). It is defined as the probability that a person will show a specific behavior in a particular situation (Osman, Ong, Othman, & Wei Khong., 2014;Osman, Alwi, & Khan., 2016). In retailing, 'affect' plays an integral role because of its inherent interpersonal context.…”

“…When visitors hold a positive attitude towards technology, it significantly influences their behavior at shopping mall (Hwang, Kim & Lee., 2014) reflecting that attitude plays a mediating role in most cases. However, when examining attitude as a mediator, there exist mixed results; in belief-intention linkage, some studies reflect partial mediation of attitude whereas other show its full mediation (Hamari & Koivisto, 2015;Kim et al, 2017;Osman et al, 2014). Attitude influences visitors' evaluations related to objects and reflect a person's positive or negative assessment (Kim et al, 2009).…”

Exploring the Features of Sustainable Urban Form and the Factors that Provoke Shoppers towards Shopping Malls

“…This research sought to determine whether the entertainment and built environment act as mediators between ambiance and consumption. However, various studies have given the theoretical background of the relationship of entertainment and built environment on ambiance and consumption but none has used them as a mediator [60,[98][99][100][101]. Based on the literature review, we proposed that entertainment and built environment play as mediators between ambiance and consumption.…”