Satisfaction and impulsive buying in the behavior ofresidents and tourists in stores with high human density: the moderating influence of the crowding perception

Gabriela Martins dos Santos, Marlette Cassia Oliveira Ferreira, Flavio Santino Bizarrias, Marcelo Moll Brandão

Abstract


This study analyses the moderator influence of the crowding perception about relations between the utilitarian or hedonic value perception, impulsive buying and the satisfaction customer locals and tourists in the retail context of tourist city. The choice of this scenario was motivated by the lack of research evaluating the buying relations when the high people’s density is observed in environments that crowding consumers accustomed or not to human density. The work contributes to the advancement of studies on crowding to analyze the phenomenon in tourism environment by assessing the influence of context and to consumer habit in to their reactions you human density. It was realized survey with residents and tourists. Dates were analyzed using structural equation modeling multigroup. In general, it was concluded that the tourists don’t suffer from the crowding in significantly store environment, unlike the residents who show discomfort with this phenomenon.


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DOI: https://doi.org/10.5902/1983465928165

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