The effect of shopping environment on Jordanian mall customers’ behavior : the mediating role of customers’ emotions and cognition

Nusairat, N

Abstract

Although the role of retail environment in affecting customer behaviour is highly acknowledged by marketing scholars, the mechanism causing the effect is still a promising area of research. In this respect, most of S-O-R-based research in the relevant literature comprises either emotional or cognitive states as organism factors. Together, emotion and cognition as mediators are mostly investigated in studies addressing either a single or a few environmental stimuli, with less attention paid to the interplay mediating role of customer emotion and cognition on the shopping environment-customer behaviour relationship. With this in mind, this thesis aims to investigate the effect of various factors within the shopping environment on customer mall behaviour through examining the mediating role of customer emotions and cognition.
With the stimulus-organism-response (SOR) model as a backbone, and supported by the cognitive theory of emotions as well as “affect as information” theory, different scenarios of mediation for both customer emotions and cognition (O) in the relationship between shopping environment factors (S) and customer behavioural response (R) are addressed in one holistic framework. Based on a thorough analysis of the existing literature, a conceptual research model comprising eleven main research hypotheses is developed and then empirically examined.
Using a dataset of 1,028 valid survey questionnaires collected using the mall intercept technique, structural equation modelling asserts the capability of various factors within the shopping environment in influencing customer behavioural response through a cognitive-emotional sequence of mediation. Analysis shows that, out of the seventeen direct structural paths included in the structural model, thirteen paths are significant and in the hypothesised direction, lending support to the majority of research hypotheses. The findings of hypothesis testing indicate that the mall shopping environment plays an important role in shaping customer cognition (evaluation of a mall’s overall shopping environment) and in driving their behavioural response, while its direct impact on customer emotions seems to be much less significant. Both customer emotions and cognition are important in predicting customer mall behaviour. However, pleasure, and not the emotion of arousal, plays a role in determining how customers behave in shopping malls. The mediating effect of customer emotions on the relationship between shopping environment factors and customer behavioural response is marginal, while cognition plays a critical mediating impact. Nevertheless, in accordance with the overall finding of this thesis, the mediating role of emotions becomes more significant as a second-step mediating variable.
Theoretically, this study introduces a comprehensive understanding on how a mall’s shopping environment affects customer buying behaviour. It also provides distinctive insights onto the mechanism by which customer emotions and cognition mediate the effect. Practically, the findings emphasise the significance of the shopping environment as a marketing tool. The research findings are informative to malls’ operators seeking to understand how the shopping mall environment can be best utilised to enrich the shopping experience of customers and to ultimately drive their buying behaviour. Limitations and areas of future research are also discussed.

Citation

Nusairat, N. (in press). The effect of shopping environment on Jordanian mall customers’ behavior : the mediating role of customers’ emotions and cognition. (Thesis). University of Salford

• Thesis Type: Thesis
• Acceptance Date: Sep 1, 2015
• Deposit Date: May 31, 2017
• Publicly Available Date: May 31, 2017
• Keywords: Shopping environment, customer emotion, customer cognition, customer behaviour.
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