The role of anticipated emotion, desire, and intention in the relationship between image and shopping center visits

Abstract

Purpose -The purpose of this paper is to identify variables that intervene in the relationship between shopping center image and frequency of visits to that shopping center. Variables investigated as intervening are desires, intentions, and positive anticipated emotions. Design/methodology/approach -The method uses a two wave mail survey. One wave gathers intentions and variables antecedent to intentions while a second wave gathers behavioral data. Findings -Findings suggest that desire (i.e. motivation), intention, and positive anticipated emotions intervene between shopping center image and frequency of shopping center visits. Positive anticipated emotions are not emotions felt while shopping but are the expected emotional consequences of achieving a goal, in this case visiting a shopping center. Visiting a shopping center might be a goal in itself or it could be the means to goal attainment (e.g. shopping to get a product). Research limitations/implications -A limitation of the study is that results are aggregated across types of shopping centers and across respondent classifications. Practical implications -Results provide evidence that desire, intention, and positive anticipated emotions intervene between shopping center image and frequency of visits to the shopping center. Implications for shopping center managers are guidance for allocating resources towards increasing desire, intention, and positive anticipated emotions. Originality/value -The value of this study is investigation of the process by which shopping center image impacts the frequency of visits to a shopping center. Focusing on this process should allow shopping center managers to more efficiently allocate resources. The value of this study is offering resource allocation guidance to shopping center managers.

Shopping malls and commercial strips: an examination of factors affecting shoppers behaviour in Kuwait

“…The critical factor that is associated with patronage behaviour is the loyalty. Different factors influences the loyalty including mall image (Koo, 2003;Hunter, 2006); image and motives (Bellenger et al, 1977;Nevin and Houston, 1980;Finn and Louviere, 1996); convenience, pricing, and quality of shopping centres (Pan and Zinkhan, 2006); mall size and convenience of access (Huff, 1964); atmosphere and friendliness of store people (Bearden, 1977). However, these factors are not uniform across the cultures and regions.…”

Factors affecting couples' decisions to jointly shop

“…Thus, in line with research and theory on anticipated emotions and romantic relationship development, as well as the qualitative findings, an individual's expected shopping pleasure with their partner is likely to affect the likelihood of shopping together. This variable receives little attention in shopping research, although Hunter (2006) finds that an individual's positive anticipated emotions intervenes between perceptions of the shopping center's image and her desire to shop at the center. Expected shopping pleasure with a partner is the extent to which an individual positively evaluates the anticipated experience of a specific shopping trip with their partner.…”

Driving forces in the decision to enroll in hospitality and tourism graduate program

“…Ajzen (1991Ajzen ( ,2013 and Han and Ryu (2012) asserted that a socio-psychological theory (e.g., TRA, TPB, MGB, Theory of Repurchase Decision-making [TRD]) in essence may be amended by modifying the linkages in the theory and incorporating additional variables that are critical in a particular setting if it can be shown that the theory, including new constructs, captures a greater proportion of the variance in one's intention or behavior after the original theory variables have been taken into account. Such amendment procedures, described as theory broadening and deepening (Perugini & Bagozzi, 2001), have been widely employed in various studies in a variety of contexts (e.g., Bagozzi & Dholakia, 2006;Carrus et al, 2008;Han & Ryu, 2012;Hunter, 2006;Song, Lee, Kang et al, 2012, Song, Lee, Norman et al, 2012Taylor, Ishida, & Wallace, 2009). These researchers generally showed that one of the MGB's theoretical mechanisms is better explained when revising paths to be more appropriate in a particular setting or when involving essential constructs that are important in specific contexts.…”