The Effects of Crowded and Messy Departmental Stores on Consumer’s Visit Intention: A Post Pandemic Study
DOI:
https://doi.org/10.31384/jisrmsse/2022.20.2.4Keywords:
Human Crowding, Store Messiness, scarcity appeal, contamination perception, Covid-19, departmental storesAbstract
The study investigates how environmental cues such as human crowding and disorganised isles and shelves influence the intention of a consumer to visit a departmental store in Pakistan in the post Covid era. Also, the study investigates the mediating role of consumer contamination perception and the moderating role of scarcity appeal. Data was collected from 298 respondents living in Karachi, Pakistan, who frequently purchased from departmental stores in Karachi. PLS-SEM was utilised to analyse the data and the findings revealed that human crowding and store messiness leads to reduced consumer visit intention with the mediating effect of perceived contamination while scarcity appeal mitigates the negative impact. It was suggested that managers should focus on enhancing the environment of the store to provide an exclusive shopping experience to the consumers and make use of strategies centered on scarcity appeal to mitigate the challenges associated with contamination perception in the post Covid era.
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Copyright (c) 2022 Syed Muhammad Fauzan Ali, Karamatullah Husseiny , Aamir Adam
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