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Negative emotions,value and relationships: Differences between women and men
Authors:Barry J Babin  Mitch Griffin  Adilson Borges  James S Boles
Institution:1. Louisiana Tech University, Department of Marketing and Analysis, Louisiana Tech University, Ruston, LA71272, USA;2. Bradley University, 405 Baker Hall, Peoria, IL 61625, USA;3. Reims Management School, 59 rue Pierre Taittinger—BP 302, 51061 Reims Cedex, France;4. Georgia State University, Room: 1339, RCB Building, USA;1. Université du Québec à Trois-Rivières, Ringuet 3140, 3351 Boulevard des Forges, CP 500, Trois-Rivières, (QC), Canada G9A 5H7;2. University Montpellier 1, MRM, Case 028, Place Eugène Bataillon, 34095 Montpellier cedex 5, France;3. SKEMA—University Lille Nord de France, Avenue Willy Brandt, 59777 EURALILLE, France;1. Department of Design, Housing and Apparel, University of Minnesota, 240 McNeal Hall, 1985 Buford Ave., St. Paul, MN 55108, USA;2. Department of Family and Consumer Sciences, California State University Long Beach, 1250 Bellflower Blvd., Long Beach, CA 90840, USA;1. School of Tourism Management, Sun Yat-sen University, 135 Xingang West Road, Guangdong 510275, China;2. Department of Management and Marketing, University of Dayton, 300 College Park, Dayton, OH 45402, USA;3. School of Tourism Management, Zhengzhou University, 100 Science Avenue, Zhengzhou 450001, China
Abstract:Service experiences are characterized by emotions that help shape the value in use received by the customer. Negative emotion plays an important role in all of consumer psychology and all too often consumers experience some degree of negative emotion during a consumption experience. This research sheds light on how these negative shopping emotions experienced by men and women in a typical shopping environment affect value and relationships in the form of shopper behavior, commitment and share of wallet. A theoretical process is explained and modeled with a sample of mall shoppers. Results overall suggest that negative emotions affect the shopping experience more for women than for men in terms of perceived value and loyalty. In contrast, the behavior–commitment relationship is stronger for men.
Keywords:Store atmosphere  Gender differences  Negative Emotion  Value  Shopping
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