The Antecedents and Effects of Shopping Evaluation on Marketing Outcomes: An Empirical Investigation of Retail Super Stores

Abstract

Retail shopper confusion signifies mental sub-states usually taking place in shopping conditions. Although contemporary research concentrates on the confusion which is relevant to products, the present research investigates shopper confusion evoked by the store environment. Nonetheless, the matter still ought additional examination, specifically within the context of an emerging economy. The very intention concerning this article is to assess the impact of perceived human crowding and spatial crowding on store loyalty through the intervening factors of tripartite categorization of mental activities into shopping confusion in terms of cognition (inefficiency), emotion (irritation) and conation (helplessness) within a comprehensive SOR (Stimulus-Organism-Response) model. The current study also highlights tolerance for crowding construct as a novel moderating contribution. This current evaluation offers a considerable perspective of the store evaluations in terms of store loyalty than is prevalent in a retailing context. The data source is a survey among customers (n=523) of retail grocery stores across Pakistan which is collected through the store intercept technique and analyzed by SPSS, Process Macro, Hierarchical Linear Regression. The results show that perceived human crowding accelerates shopping confusion which is inclined to lessen store loyalty. The insights offered by this particular study offer academics, retailers, and grocery store managers a more full-bodied comprehension of the relationships between human and spatial crowding, shopping confusion, and store loyalty. These results provide a new standpoint for generating gratifying store environments. Theoretical and managerial implications are also mentioned for consideration.