How Does the Retail Environment Influence Shoppers? Emotional Experience? Evidence from Two Retail Settings

This study examines the relationships that exist among shoppers? perceptions of a retail environment and their emotions, satisfaction, and behavioural intentions with respect to that shopping setting. A model of these relationships is developed and then tested in two distinct retail settings?shopping centres and traditional retailing areas. The results show that, in general, positive perceptions of a retail environment have a positive influence on positive emotions, on repatronage intentions, and on desire to remain longer in the shopping area in both retail settings. However, some interesting differences emerge between shopping centres and traditional retailing areas: (i) there is a stronger effect of internal environment on emotions in shopping centres than in traditional retailing areas; and (ii) there is a negative effect of internal environment in shopping centres on disposition to pay more