Mall atmospherics: The interaction effects of the mall environment on shopping behavior

摘要

To investigate the moderating effects of ambient odors on shoppers' emotions, perceptions of the retail environment, and perceptions of product quality under various levels of retail density. This paper investigates the moderating effects of ambient odors on shoppers' emotions, perceptions of the retail environment and perceptions of product quality under various levels of retail density. A model is proposed which shows that ambient odors postively influence shoppers' perceptions only under the medium retail density conditions. A favorable perception of the retail environment influences the perception of product quality, but shoppers' mood has little direct effect on the perception of product quality.