The Impact Of Consumption Emotion On Patronage Intention Of Different Products

With the development of society, consumers’ task-based shopping activities haschanged to the hedonic consumption. In addition to the goods itself, consumers arepaying more attention to the emotional experience. Retail agglomerations, shoppingstreets and shopping malls, attract consumers by different styles of store mix and avariety of goods. It is an important shopping and leisure destination for consumers.While some retail agglomerations bring consumers with surprise by ingenious de-sign and unique style, others are comforting consumers by soothing music and softlighting. The question on which emotional experience is more popular with con-sumers is the essential issue to be solved through Consumption Emotion study.Consumption emotion is formed by the stimulation consumer received from theshopping environment, commodity and other factors. Different types of retail ag-glomerations will generate different stimulation. When consumers receive the sti-mulation, agglomeration image on commodities, shops, street design and other as-pects is formed. The agglomeration image will affect the consumption emotion,which in turn will have an impact on the purchase intention. Scholars usually de-compose consumption emotion into pleasure, arousal and dominance. Previousstudies of consumption emotion mainly explore its influence on the patronage inten-tion in retail agglomeration. However, the assortments vary with retail agglomera-tion types and consumer buying behavior varies with product categories. Analyzingthe impact of emotion on patronage intention without considering these variations is not comprehensive due to the fact that the distinction between consumer purchaseintentions on different types of goods is ignored. The ultimate aim of planning andmanaging the retail agglomeration is consumers purchase. Although patronage in-tention is an important factor to measure consumers’ purchase intention, consumers’patronage intention to retail agglomeration does not necessarily result in the wil-lingness to buy different types of goods. Therefore, the impact of consumption emo-tion on the purchase intention to the different categories of goods should be furtherconfirmed.This study begins with the stimulation of retail agglomeration image to con-sumer emotion. Based on the S-O-R model and the M-R model, the distinct impactsof consumption emotion on the purchase intention to convenience goods and shop-ping goods are analyzed. By discovering the relationship between agglomerationimage, consumption emotion and purchases intention to convenience goods andshopping goods, the following conclusions are reached.First, dominance has a stronger impact on the purchase intention to conveni-ence goods than pleasure.Second, pleasure among three emotions has the strongest impact on the pur-chase intention to shopping goods. The second strongest impact is from arousal andthe third is from dominance.Third, the commodities and price have a strong impact on both pleasure anddominance. Peculiar has the strongest impact on arousal.This study confirms the different impacts of consumption emotion on the pur-chase intention to convenience goods and shopping goods, explains the reasons forconsumer behavior differences from the point view of emotion, and figures out thefactors that influence the consumption emotion from the attributes of retail agglo-meration. This study identifies a more objective and reliable basis for retail agglo- meration planning. Convenience goods-based retail agglomeration should focus onplanning for assortment and pricing, increase consumers’ dominance emotions, the-reby increasing consumers’ purchase intention. Shopping goods-based retail agglo-meration should focus on planning for assortment, pricing and peculiar as well, andincrease consumers’ pleasure and arousal emotion, to increase consumers’ purchaseintention.