An Empirical Study of Store Environment Influence on Consumer Multi-Perceived Values toward Patronage Intentions

Consumers seek not only the merchandise value, but also enjoy the shopping experience while purchasing. However, little is known about the impact of transactional and experienced values on patronage intentions. Further, in the past, merchandise and emotional value perceptions were mostly investigated as two separate issues. This study uses exploratory and confirmatory methodology to examine the interrelations among store environment, value content, multi-value perceptions, and patronage intentions. The findings suggest that the determinants of patronage intentions are hedonic and utilitarian shopping value that could be achieved effectively by mall tenant variety and store ambient dimensions. Moreover, an attractive store environment positively affects the perception of merchandise and service quality, induces a stronger monetary price perception, and reduces the evaluation of merchandise value. This research emphasizes the influence of an enjoyable store environment on perceived value, shopping experiences and consequently consumers’ patronage intentions.