How do in-store environmental cues influence chinese shoppers? A study of hypermarket customers in hong kong

This study employs Babin and Darden’s (1995) shopping emotions model to investigate the emotional responses of Hong Kong hypermarket shoppers. By employing the structural equation modeling technique, the present study supports the general postulation that shopping emotions directly influence resource expenditure and shopping values. These results also corroborate previous findings of an indirect impact of shopping emotions on shopping values through the mediator of resource expenditure. In addition, a multiple group analysis further confirms the moderating role of self-regulation. Deviating from previous research, this study suggests a second-order factor structure for shopping emotions, a greater adverse impact of resource expenditure on utilitarian shopping values, and a negative relationship between resource expenditure and hedonic shopping values. In sum, this study helps advance the understanding of the unique mindset and emotional responses of Chinese consumers, and calls for a careful assessment of the net impact of environmental cues on both short-and long-term organizational performance.