Article

The role of anticipated emotion, desire, and intention in the relationship between image and shopping center visits

International Journal of Retail & Distribution Management (Impact Factor: 0.54). 10/2006; 34(10):709-721. DOI: 10.1108/09590550610691310

ABSTRACT

Purpose – The purpose of this paper is to identify variables that intervene in the relationship between shopping center image and frequency of visits to that shopping center. Variables investigated as intervening are desires, intentions, and positive anticipated emotions. Design/methodology/approach – The method uses a two wave mail survey. One wave gathers intentions and variables antecedent to intentions while a second wave gathers behavioral data. Findings – Findings suggest that desire (i.e. motivation), intention, and positive anticipated emotions intervene between shopping center image and frequency of shopping center visits. Positive anticipated emotions are not emotions felt while shopping but are the expected emotional consequences of achieving a goal, in this case visiting a shopping center. Visiting a shopping center might be a goal in itself or it could be the means to goal attainment (e.g. shopping to get a product). Research limitations/implications – A limitation of the study is that results are aggregated across types of shopping centers and across respondent classifications. Practical implications – Results provide evidence that desire, intention, and positive anticipated emotions intervene between shopping center image and frequency of visits to the shopping center. Implications for shopping center managers are guidance for allocating resources towards increasing desire, intention, and positive anticipated emotions. Originality/value – The value of this study is investigation of the process by which shopping center image impacts the frequency of visits to a shopping center. Focusing on this process should allow shopping center managers to more efficiently allocate resources. The value of this study is offering resource allocation guidance to shopping center managers.

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    • "Shoppers' behaviors were related to the image of a shopping center. A model between the shopping center's image and shopping center visits with the relationship with anticipated emotion, desire, and intention of the shoppers to the shopping center was developed [12]. In his model, the shopping center image will induce the anticipated emotions of shoppers and induce the desire to visit the shopping center. "
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    ABSTRACT: Graphical abstract Abstract In the highly competitive retail industry, an understanding on the perceptions of shoppers is important in attracting and retaining loyal customers. This study compares the shoppers' perceptions on various image dimensions using KSL City and Plaza Pelangi in Johor Bahru, Malaysia as case studies. Plaza Pelangi is more established but faces high vacancy rate and competition from KSL City. The latter is relatively new and needs to capture the shoppers market from Plaza Pelangi. A total 200 questionnaires were distributed using random sampling. Wilcoxon Signed Ranks Test, Paired-Samples T Test, Chi Square Test, One Way ANOVA were used. There was no significant difference between the overall preferences towards both shopping centers. However, there were significant differences according to demographic groups (race, age and marital status). Majority of the image dimension attributes were rated higher in KSL City compared to Plaza Pelangi. KSL City needs to improve the ease in locating merchandise and appoint higher quality tenants. KSL should strive for more inclusive shopper demographic groups. Plaza Pelangi needs to improve its physical dimension in terms of layout and facility dimension by undergoing upgrading works. Plaza Pelangi also needs to recruit more food and beverage outlets as well as entertainment outlets.
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    • "In the MGB, desire to engage in an action represents the most critical factor explaining intention/behavior (Hunter, 2006; Perugini and Bagozzi, 2001). That is, the core element that Perugini and Bagozzi (2001) tried to capture in the MGB was the intensity of desire. "
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    • "Anticipated emotions, along with cognitions, influence intention to attend professional sporting events (Sierra et al, 2012). In retail contexts, shopping center image and positive anticipated emotions relate positively to shopping center visits (Hunter, 2006). Although these findings are insightful in understanding consumer choice, application of dual-process frameworks to explain brand allegiance is lacking. "
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    ABSTRACT: Much of the early literature on branding takes a primarily cognitive approach to brand management. Recently though, emotional research has been incorporated into branding studies. Fusing these two streams of thought, contemporary inquiry suggests that effective branding results from the creation of both a cognitive and an emotive bond (that is, a dual-process approach) between the brand and the consumer. As such, we investigate, across three studies, the relationship between cognitively driven perceived needs and affective responses on brand attitude and purchase intentions. Specifically, for Study 1, we explore the effects of need for achievement and positive affect on iPhone brand attitude and purchase intent. Study 2 tests a similar model in a computer operating system context. Study 3 extends this model by incorporating need for cognition as an antecedent of brand attitude and purchase intent for Android-based phones. The data support the posited models, while revealing that for both Studies 2 and 3, brand attitude serves as a mediator between need for achievement and purchase intent. Implications for brand management and directions for future research are offered.
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