Please use this identifier to cite or link to this item:
http://ir.mu.ac.ke:8080/jspui/handle/123456789/2216
Title: | Emotional experience and purchase intention: A moderated mediation of store image and utilitarian value |
Authors: | Nkaabu Clement Gichunge Saina Ernest Bonuke Ronald |
Keywords: | Emotional Experience Utilitarian Value Purchase Intention Store Image Mediation Experiential Marketing |
Issue Date: | Aug-2017 |
Publisher: | International Journal of Economics, Commerce and Management |
Series/Report no.: | Vol. V, Issue 8, August 2017;International Journal of Economics, Commerce and Management |
Abstract: | The purpose of this study was to evaluate the effect of emotional experience on purchase intention in a moderated mediation involving store image and utilitarian value. This study proposed a conceptual model to show how the interactions of emotional experience, utilitarian value and store image influences shoppers purchase intention. The study finds that emotional experience significantly relates to both utilitarian value and purchase intention. Moreover,utilitarian value was confirmed to be a significant mediator in this relationship. In addition, store image emerged as a significant moderator in both the emotional experience-utilitarian value relationships and also in the entire model. The results confirm the complex and contextual nature of consumer decision making processes. The theoretical and practical implications of this study are discussed together with gaps for possible future research directions. |
URI: | http://ir.mu.ac.ke:8080/xmlui/handle/123456789/2216 |
ISSN: | 23480386 |
Appears in Collections: | School of Business and Economics |
Files in This Item:
File | Description | Size | Format | |
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NkaabuClement Gichunge .pdf | 647.64 kB | Adobe PDF | View/Open |
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