The effect of atmospheric harmony on re-patronage intention among mall consumers: the mediating role of hedonic value and the moderating role of past experience

Abstract

Purpose

This study assessed the roles of atmospheric harmony, human crowding and sensation seeking towards hedonic value to determine re-patronage intention amongst mall consumers. Additionally, this study aims to investigate the moderating roles of past experience amidst mall consumers within the context of Pakistan.

Design/methodology/approach

The study data were collected from 334 mall consumers of Rawalpindi/Islamabad, Lahore and Karachi by using the judgemental sampling technique. Data analysis was performed using SmartPLS 3 via partial least squares structural equation modelling.

Findings

This study revealed that atmospheric harmony and human crowding displayed positive and adverse impacts, respectively, on hedonic value. The sensation seeking tendencies exerted by the consumers displayed no significant impact on hedonic value in light of mall habitat. The hedonic value exhibited a mediating role for the relationships of re-patronage intention with atmospheric harmony and human crowding. Besides, a significant interaction was noted between hedonic value and past experience in light of re-patronage intention.

Originality/value

The proposed model embeds hedonic value as a second higher-order construct, apart from amalgamating environmental and psychological factors of the mall shoppers to determine their re-patronage intentions. The study outcomes posit that mall re-patronage intention is built on several factors that offer mall managers an opportunity to enrich the hedonic consumption experience among mall consumers, aside from ensuring their re-patronage intention.

Citation

Afaq, Z., Gulzar, A. and Aziz, S. (2020), "The effect of atmospheric harmony on re-patronage intention among mall consumers: the mediating role of hedonic value and the moderating role of past experience", Journal of Consumer Marketing, Vol. 37 No. 5, pp. 547-557. https://doi.org/10.1108/JCM-09-2018-2847