abstract
- © 2021 Inderscience Enterprises Ltd.The present study aims to examine the effect of recreational retailing on consumers' emotions in a shopping mall, considering two principal dimensions - pleasure and arousal. The conceptual model is developed by considering a few obscure determinants such as perceived crowding, promotional events, and mall ambiance. The effects on consumer behaviour has been studied in the context of patronage and positive word-of-mouth leading to consumer experience of arousal and pleasure. This study also examines the impact of growing congestion of shopping malls in urban areas on shopping conveniences and shopping behaviour. Based on survey of urban shoppers, the study analyses cognitive attributes of the shoppers towards attractiveness of shopping malls and intensity of shopping. Results of the study reveal that ambiance of shopping malls, assortment of stores, sales promotions, and comparative economic gains in the mall attract higher traffic to the malls.