The Influence of Shopping Motivation, Optimum Stimulation Level, Perception of Store Atmosphere, and Satisfaction on Repatronage Intention
Department of Management, College of Business and Economics, University of Canterbury
Faculty of Business and Law
School of Marketing, Tourism and Leisure
This study focuses on the relationship between shopping motivations, optimum stimulation level, perceptions of store atmosphere, store patronage satisfaction and repatronage intention. Three hundred and thirty shoppers, across three store types, were surveyed over a two week period. The results indicate that shopping motivations have a moderate influence on the perception of interior layout, social factors and store space while OSL has a slight effect on the perception of store atmosphere. Furthermore, the study found that store patronage satisfaction is influenced by the perception of interior layout, social factors and store space. In turn, this store patronage satisfaction affects repatronage intention. In light of the findings, recommendations for retailers are provided.