Presentation 1.3
- 1. The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions March 25, 2013 Presenter：Radium Cheng Instructor：Dr. Teresa Hsu
- 2. Citation Swinyard, W. R. (1993). The Effects of Mood, Involvement, and Quality of Store Experience on Shopping Intentions. Journal of Consumer Research, 20 (2), 271-280. 2
- 3. Contents I Introduction II Literature Review III Methodology IV Results V Discussion & Conclusion VI Reflection 3
- 4. Introduction Background Each of us has had unpleasant shopping experiences, sometimes for no reality explained reason except that we were in a bad mood. Although mood is largely beyond the marketer’s control (Gardner & Vandersteel, 1984), it is still stimuli in unintended ways. 4
- 5. Introduction The Purpose of this study The purpose of this article is to examine the effects of mood, involvement, and quality of store experience on shopping intentions. 5
- 6. Introduction Research Questions 1. What is the influence of mood on shopping intentions? 2. Do mood effects vary with different levels of consumer involvement? 3. Does mood interact with the quality of the shopping experience? 4. Does a bad shopping experience have an effect on consumer mood? 6
- 7. Literature Review Mood Concept and Effects Cialdini’s negative state relief model of helping asserts that people in a negative mood will behave more charitably than others. (Cialdini, Darby, & Vincent, 1973; Cialdini, 1979) ：Consumer in a good mood will have more positive shopping intentions than those in a bad mood. 7
- 8. Literature Review The Role of Involvement It is likely that mood will have a greater effect when the shopping experience is personally relevant to consumers or “self-related or in some way instrumental in achieving their personal goals”. (Petty & Cacioppo, 1983; Celsi & Olson, 1988) ：The effects of mood on shopping intentions will be greater in more involving shopping situations than in less involving shopping situations. 8
- 9. Literature Review Effects of the Quality of the Shopping Experience Mood-Protection Mechanisms. • People in good moods tends to sustain their mood. 1. Peripheral or associative effects. 2. Cognitive elaboration. 3. Biased evaluations. ：The effects of mood on shopping intentions will be ： The the quality of the shopping experience on shopping intentions will be greater greater during a good shopping experience than in a more involving shopping situation than in a during a bad shopping experience. less involving one. 9
- 10. Literature Review Mood as a Dependent Variable Mood can also be a dependent variable , for it can be influenced by external events such as bad shopping experience. ：The quality of the shopping experience will influence mood; compared to people who have had a bad shopping experience, those having a good experience will be in a more positive mood. 10
- 11. Method Participant 109 undergraduate business students randomly received one of eight written treatments. Research Site A single large classroom 11
- 12. Method The Hypotheses Independent • 2x2x2 Design Variable Mood (good vs. bad) • Three-way-full- factorial analysis Shopping involvement (higher of variance vs. lower) design Shopping experience (good vs. bad) 12
- 13. Method Procedure Written Scenarios Three Treatments Anagram Involvement Written Scenarios Mood Procedure Store Experience 13
- 14. Method Measures Involve- Shopping Quantitative Mood ment Intention Covariate Seven-point scale Seven-point scale Five-item Seven-point scale seven-point likelihood model • Alpha=0.85 • Alpha=0.82 • Alpha=0.94 How likely or • sad/happy unlikely they • bad /good mood actually were to • irritable/pleased return an item if it • depressed/ is defective cheerful (Peterson & Sauber, 1983) (Celsi & Olson, 1988) 14
- 15. Results Findings Both the mood and involvement treatments were found to have significant effects. 15
- 16. Results Findings The quality of the shopping experience has a prominent effect on shopping intentions. 16
- 17. Results Findings ：Consumer in a good mood will have more positive shopping intentions than those in a bad mood. • Hypothesis 1 was not supported. 17
- 18. Results Findings ：The effects of mood on shopping intentions will be greater in more involving shopping situations than in less involving shopping situations. • The interaction supports H2, which proposes that mood effects will be greater during a more involving shopping experience. 18
- 19. Results Findings ： The effects of mood on shopping intentions will be greater during a good shopping experience than during a bad shopping experience. • The interaction of mood and store experience is not significant. 19
- 20. Results Findings ： The effects of the quality of the shopping experience on shopping intentions will be greater in a more involving shopping situation than in a less involving one. • H4 proposed that store experience would interact with involvement , and table 1 and figure 4 reveal support for this expectation. 20
- 21. Results Findings ：The quality of the shopping experience will influence mood; compared to people who have had a bad shopping experience, those having a good experience will be in a more positive mood. • Table 3, shopping experience was found to have a significant effect on mood. H5 was supported. 21
- 22. Discussion & Conclusion Discussion & Conclusion For involved shoppers, a good shopping experience is even better, and a bad shopping experience is still worse. This reinforces the notion that service vendors must train, retrain, and monitor their customer-service personnel. 22
- 23. Discussion & Conclusion Discussion & Conclusion Involved consumers react more strongly to good and bad shopping experiences: that direct interactions with consumers carry both great potential and great hazard. 23
- 24. Reflection Reflection The mood is both a variable that has influence on influence on shopping and one that is influenced by shopping. is influenced by 24