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.
