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The impact of perceived similarity to other customers on shopping mall satisfaction
Institution:1. Department of Consumer Science, Purdue University, West Lafayette, IN 47907-2060, USA;2. Department of Retail, Hospitality and Tourism Management, University of Tennessee, Knoxville, TN 37996-1911, USA;3. Department of Design, Housing, and Apparel, University of Minnesota, St. Paul, MN 55108, USA;1. University of Macedonia, Thessaloniki, Greece;2. Ghana Institute of Management and Public Administration (GIMPA) Business School, Ghana;3. University of East London, United Kingdom;4. Napier University, United Kingdom;1. Department of Management and Marketing, College of Business & Economics, Qatar University, P.O.Box 2713, Doha, Qatar;2. Department of Marketing and Entrepreneurship, College of Business Administration, Kent State University, Stark Campus, OH 44720, United States;3. Komazawa University, 154-0012, Setagaya,1?23?1, Tokyo, Japan;1. Department of Marketing, University of Nigeria, Enugu Campus, PMB 01129 Enugu, Nigeria;2. Department of Business Management, Covenant University, Canaan Land, PMB 1023 Ota, Nigeria;1. HEC Montreal, 3000, Chemin de la Côte-Sainte-Catherine, Montreal, QC, Canada H3T 2A7;2. Ted Rogers School of Management, Ryerson University, 350 Victoria Street, Toronto, ON, Canada M5B 2K3;3. Technion-Israel Institute of Technology, Israel;1. E.P. Charlton College of Business, University of Massachusetts Dartmouth, 285 Old Westport Road, North Dartmouth, MA 02747, USA;2. EGADE Business School, Tecnológico de Monterrey, Avda Gral Ramón Corona 2415, Col. Nuevo Mexico, 45201 Zapopan, JAL, Mexico
Abstract:This study highlights the role of social presence with other consumers in influencing consumers' satisfaction evaluations by exploring a question: can non-interactive social presence of other people affect satisfaction with shopping mall experience? Based on Latané's (1981) social impact theory and Byrne's (1971) similarity-attraction paradigm, this study posits that a mere presence of other shoppers can be influential when there is perceived similarity between a customer and others. Further, the similarity perception is hypothesized to influence customer's mall satisfaction through affective and cognitive processes. The findings from a large-scale online survey with consumer panel subjects in the U.S. support all study hypotheses.
Keywords:Mere social presence  Perceived similarity  Satisfaction  US traditional shopping mall
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