← Search

The Influence of Multiple Store Environment Cues on Perceived Merchandise Value and Patronage Intentions

Julie Baker¹; A. Parasuraman²; Dhruv Grewal³; Glenn B. Voss⁴

¹ Department of Marketing, University of Texas at Arlington. · ² Professor and Holder of The James W. McLamore Chair in Marketing, University of Miami, Coral Gables. · ³ Toyota Chair of e-Commerce and Electronic Business and Professor of Marketing, Babson College. · ⁴ North Carolina State University

Research on how store environment cues influence consumers' store choice decision criteria, such as perceived merchandise value and shopping experience costs, is sparse. Especially absent is research on the simultaneous impact of multiple store environment cues. The authors propose a comprehensive store choice model that includes (1) three types of store environment cues (social, design, and ambient) as exogenous constructs, (2) various store choice criteria (including shopping experience costs that heretofore have not been included in store choice models) as mediating constructs, and (3) store patronage intentions as the endogenous construct. They then empirically examine the extent to which environmental cues influence consumers' assessments of a store on various store choice criteria and how those assessments, in turn, influence patronage intentions. The results of two different studies provide support for the model. The authors conclude by discussing the results to develop an agenda for additional research and explore managerial implications.

DOI

10.1509/jmkg.66.2.120.18470

Volume

66 (2)

Pages

120-141

Language

en

Export

BibTeX

Sources

crossref