Two studies were conducted to examine whether shopping values are affected by perceived retail crowding, and whether shopping values mediate the relationship between perceived retail crowding and shopping satisfaction. Results of the first study show that perceived retail crowding affects shopping values, albeit not very strongly. However, the effects appear to be moderated by factors such as personal tolerance for crowding, time spent shopping, shopping intention, and whether a purchase was made. Study 2 indicates that the impact of perceived crowding on shopping value is mediated by emotions experienced by the shopper. The emotions and shopping value reactions, in turn, mediate the effect of spatial crowding on shopping satisfaction. Interestingly, the results show that when these mediating variables are accounted for, human crowding positively affects shopping satisfaction. These findings provide support for the inverted U explanation in the general crowding literature, and suggest new avenues of future research in the context of retail crowding.

Perceived retail crowding and shopping satisfaction: The role of shopping values

https://www.scielo.br/pdf/rausp/v52n4/0080-2107-rausp-52-04-0431.pdf

Understanding consumer's responses to negative emotions related to crowding on satisfaction and impulse purchase in retail: the mediating role of coping

O objetivo desta pesquisa e entender a influencia da tolerância ao crowding como variavel moderadora na relacao entre emocoes negativas e respostas dos consumidores a percepcao de crowding. As respostas dos consumidores foram capturadas por meio de estrategias adaptativas e compra por impulso. Para testar as hipoteses da pesquisa foi realizado um survey por meio da internet, com a utilizacao de uma foto de supermercado com alta densidade humana como ancoragem dos respondentes a situacao de compra pesquisada. Os testes foram analisados com a utilizacao de Modelagem de Equacao Estrutural. Os resultados evidenciaram que a emocao negativa, resposta ao crowding, nao influencia estrategias adaptativas ( coping ) e diminui compra por impulso, quando moderada pela tolerância ao crowding . Esses resultados contribuem para os estudos do fenomeno de crowding , principalmente em relacao as estrategias que os consumidores utilizam em ambientes com alta densidade humana.

/pdf/muvuca-na-loja-aumenta-compra-por-impulso-ou-afasta-3p94z877o0.pdf

Muvuca na Loja Aumenta Compra por Impulso ou Afasta Consumidores? A Resposta Depende da Tolerância ao Crowding

High density of customers is a common problem faced in the day to day of retail. While retailers want to get new customers and keep old customers, with payment facilities, campaigns and promotions, there is a possibility that the store will be full, and this will diminish the consumer’s intention to buy. The high density of people can cause a negative psychological sensation, where the subject finds himself in a situation where he demands more physical space than he does. This phenomenon is called crowding perception. This research sought to approach the conceptualizations and empirical applications of this phenomenon, as well as to relate it to another variable that also resonates in the universe of consumption: the purchase motivation. In order to find out if there is an interaction between these two variables, and to measure the main effect of the perception of crowding in the intention to buy, two experimental studies were performed. The results confirmed the main effect of the crowding perception in the intention to buy, as well as demonstrated a moderation of the purchase motivation in the relation between the crowding perception and the intention 88 International Journal of Business & Marketing (IJBMKT), Porto Alegre, v. 2, n. 2, 2017, 87–97 A INTERAçÃO ENTRE PERCEPçÃO DE CROWDING E MOTIVAçÃO DE COMPRA E SEU EFEITO NA INTENçÃO DE COMPRA

/pdf/a-interacao-entre-percepcao-de-crowding-e-motivacao-de-3hley3z4fd.pdf

A interação entre percepção de crowding e motivação de compra e seu efeito na intenção de compra

Nossa reflexao enfoca aspectos ligados a forca do mundo no lugar, discute como vem ocorrendo o uso do territorio em uma cidade media do interior do Nordeste Brasileiro. As mudancas em curso exigem releituras empiricas e novos aportes teoricos, preocupacao de muitos geografos. Assim, buscamos um exercicio amparado nos conceitos de verticalidades e horizontalidade para o entendimento das conexoes geograficas e das solidariedades orgânicas historicamente edificadas, que no presente se mantem em muitas cidades longe das grandes metropoles. 

Palavras chaves: Cidade Media, Sobral, Horizontalidades, Verticalidades

Sobral-ceará: aspectos das verticalidades e horizontalidades em uma cidade média do interior do nordeste brasileiro

Esta pesquisa investiga o comportamento do consumidor em condicao de alta densidade de loja, relacionando percepcao de crowding, emocoes e satisfacao do consumidor em duas cidades, com diferentes aspectos culturais. A partir de uma pesquisa quantitativa com 401 consumidores em ambiente real de varejo, os resultados mostram, conforme esperado, a influencia da variavel cultura nos construtos relacionados. Na cidade de interior, onde a aglomeracao e encarada de forma positiva, a percepcao de crowding foi menor e a satisfacao de compra e emocoes positivas maiores. Na capital, onde os aspectos negativos da alta densidade sao mais intensos, houve maior percepcao de crowding, menor satisfacao de compra e mais emocoes negativas. DOI: 10.5585/remark.v11i3.2371

Emoções e Satisfação de Compra em Situação de Crowding: Uma Abordagem Capital Versus Interior

This study aims to investigate consumer behavior under retail crowding conditions, related to crowding perception, emotions, and consumer satisfaction in two cities with different cultural aspects. A research was performed with 401 consumers in real store environments and the results showed, as was expected, the influence of culture on the constructs of crowding perception, emotions, and shopper satisfaction. In the small city, where the human and spatial agglomerations are seen positively, the crowding perception was lower, satisfaction and positive emotions, higher. In the big city, where the negative aspects of high density are more intense, there was higher crowding perception, lower shopper satisfaction, and more negative emotions.

Maruza Vieira Barboza

Papers

Emoções e Satisfação de Compra em Situação de Crowding: Uma Abordagem Capital Versus Interior

Emotions and Purchasing Satisfaction in a Situation of Crowding: Capital City Versus Small City