When should a retailer create an exciting store environment?
When should a retailer create an exciting store environment?
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DOI：
10.1509/jmkg.2006.70.1.107
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发表时间：
2006-01-01
影响因子：
12.9
通讯作者：
Weitz, BA
中科院分区：
文献类型：
--
作者：
Kaltcheva, VD;Weitz, BA
解决不一致的结果在文献中，作者提出的概念框架，消费者的动机取向温和的唤醒所产生的影响商店环境的愉悦的环境。两个实验支持该框架。当消费者具有娱乐动机取向时，高唤醒度对愉悦感有积极影响，但当消费者具有任务导向动机取向时，高唤醒度降低愉悦感。此外，高唤醒增加消费者的意图，访问和购物的商店为娱乐导向的消费者，但它有负面影响的购物行为为任务导向的消费者。愉悦感在购物行为的唤醒效应中起中介作用。
Addressing inconsistent results in the literature, the conceptual framework that the authors develop proposes that the consumer's motivational orientation moderates the effect of the arousal produced by a store environment on the pleasantness of the environment. Two experiments support the framework. When consumers have a recreational motivational orientation, high arousal has a positive effect on pleasantness, but when consumers have a task-oriented motivational orientation, high arousal decreases pleasantness. In addition, high arousal increases consumer intentions to visit and make purchases in the store for recreationally oriented consumers, but it has a negative impact on shopping behavior for task-oriented consumers. Pleasantness mediates the effect of arousal on shopping behavior.