Purpose

In a consumer-driven world, captivating experiences are increasingly vital and retailers prioritise them for consumers. This study aims to develop a comprehensive theoretical framework that explores the impact of a consumer's multi-sensory and atmospheric experiences on their intention and commitment to a mall, with perceived value acting as a mediating factor.

Design/methodology/approach

The study employed a descriptive quantitative research approach and utilised a self-administered mall-intercept survey. A total of 380 shoppers participated in and responded to the survey administered at the mall. The collected responses are analysed using partial least squares structural equation modelling (PLS-SEM).

Findings

Study findings show that experiences significantly influence consumers' intentions to patronise shopping malls, leading to their commitment. The study reveals a strong impact of atmospheric experience on multi-sensory experiences. Furthermore, perceived value mediates the relationship between consumers' experiences and their mall patronage intention.

Originality/value

The research sheds light on the significance of atmospheric elements in creating sensory experiences for consumers. Additionally, the study introduces the concept of “props” as essential components of the atmospheric experiences in retail stores and malls. Furthermore, the study advances inference theory by exploring the effects of these sensory and atmospheric experiences within the shopping mall environment.

中文翻译：

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消费者惠顾意图：多感官和氛围体验在零售中的作用

目的

在消费者驱动的世界中，迷人的体验变得越来越重要，零售商优先考虑为消费者提供这些体验。本研究旨在开发一个全面的理论框架，探讨消费者的多感官和氛围体验对其对购物中心的意图和承诺的影响，并以感知价值作为中介因素。

设计/方法论/途径

该研究采用描述性定量研究方法，并利用自我管理的商场拦截调查。共有 380 名购物者参与并回复了商场进行的调查。使用偏最小二乘结构方程模型 (PLS-SEM) 分析收集到的响应。

发现

研究结果表明，体验显着影响消费者光顾购物中心的意图，从而导致他们的承诺。该研究揭示了大气体验对多感官体验的强烈影响。此外，感知价值调节消费者体验与其商场光顾意图之间的关系。

原创性/价值

该研究揭示了大气元素在为消费者创造感官体验方面的重要性。此外，该研究还引入了“道具”的概念，作为零售商店和购物中心氛围体验的重要组成部分。此外，该研究通过探索购物中心环境中这些感官和大气体验的影响，推进了推理理论。