Although shopping well-being has become a focal construct in retail shopping studies, little is known about the key drivers of this construct. This study aims to further discern some of the key antecedents of shopping well-being by particularly focusing on the role of congruity. Furthermore, the study explores whether shoppers’ demographic characteristics moderate the effects of congruity on shopping well-being.
Data were collected from a survey of actual shoppers in two urban Canadian shopping malls via a mall intercept. Structural equation modeling using SmartPLS was conducted to validate the study’s model.
Functional congruity has a stronger effect than self-congruity on shopping well-being. Shoppers’ demographic variables do not generally act as moderators in the investigated linkages.
This study can help mall managers formulate better marketing programs that would ultimately enhance shopping well-being.
The study advances the retailing literature by putting forward a conceptual model that remedies identified shortcomings related to functional and self-congruity and establishes new linkages between functional congruity, self-congruity and shopping well-being. Furthermore, the study explores whether shoppers’ demographic variables moderate the effects of functional and self-congruity on shopping well-being.
The first and third authors dedicate this paper to the memory of Prof. Jean-Charles Chebat (1945–2019).
El Hedhli, K., Becheur, I., Zourrig, H. and Chaouali, W. (2021), "Shopping well-being: the role of congruity and shoppers’ characteristics", Journal of Consumer Marketing, Vol. 38 No. 3, pp. 293-304. https://doi.org/10.1108/JCM-07-2020-3943
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