Title: Impact of the perceived crowding, emotions and perceived values on the return intention: evidence from Tunisia

Authors: Karim Garrouch; Mohamed Nabil Mzoughi; Najla Tritar

Addresses: Department of Management, Higher Institute of Management, University of Sousse, ISG, Rue Abdelaziz El Behi, 4000 Sousse, Tunisia. ' Department of Management, Higher Institute of Management, University of Sousse, ISG, Rue Abdelaziz El Behi, 4000 Sousse, Tunisia. ' Department of Management, Higher Institute of Management, University of Sousse, ISG, Rue Abdelaziz El Behi, 4000 Sousse, Tunisia

Abstract: The purpose of the paper is to verify the role of emotions and perceived value in the relationship between crowding and return intention. After the constructs' conceptualisation and operationalisation, the possible effects of perceived crowding on return intention were examined. Affective and cognitive reactions were integrated as explicative variables – perceived value and emotional states. Principal component analyses showed bi-dimensional structure for both perceived crowding and emotional states. A five-component structure emerged for perceived value. Regression analyses showed that in-store crowding, especially human crowding, increased economic value that enhanced revisit intention. The latter was positively influenced by emotions via excellence, aesthetics and economic value.

Keywords: perceived crowding; emotions; perceived value; return intentions; Tunisia; principal component analysis; PCA; in-store crowding; human crowds; store revisits; economic value; store atmospherics; shopping experience.

DOI: 10.1504/IJBEM.2012.046238

International Journal of Business and Emerging Markets, 2012 Vol.4 No.2, pp.143 - 159

Received: 01 Jun 2011
Accepted: 09 Jun 2011
Published online: 15 Nov 2014 *

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