Effects of the biophilic atmosphere on intention to visit: the affective states’ mediating role

Abstract

Purpose This paper aims to analyze how a biophilic atmosphere inspired by nature influences customers’ affective states and intention to visit shopping centers, and to empirically test how affective states affect and mediate the relationship between the nature-based atmosphere and behavior or intention to visit. Design/methodology/approach Four hypotheses are examined empirically through a model of structural equations using control variables. A survey of 403 consumers distributed in 24 large shopping centers was used. Findings The findings indicate the influence of the biophilic atmosphere on affective states and the intention to visit. Also, it is shown that affective states mediate in this relationship and effect. Practical implications The research suggests that shopping centers are potentially places to take advantage of people’s natural predisposition. Thus, they can combine biophilic architecture and atmosphere with other more traditional factors of attraction to increase the likelihood of visiting. A biophilic atmosphere can improve the attraction capacity within a highly competitive environment, where design and management of space is a topic of special value. Originality/value By incorporating the perception of the biophilic atmosphere in consumer evaluations when visiting shopping centers, this research has shown its influence on visiting intentions through affective states. The research proposes an alternative model that can increase and stimulate the attraction of demand and loyalty, as well as strengthening new paths in the field of retail and services marketing.

The indirect experience of nature: biomorphic design forms in servicescapes

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The effect of signage and emotions on satisfaction with the servicescape: An empirical investigation in a healthcare service setting

“…Following the stimulus–organism–response model proposed by Mehrabian and Russell (), several studies have focused on emotions as mediating variables between the servicescape and customer behavior (Goi, Kalidas, & Yunus, ; Ladhari et al, ; Ortegón‐Cortázar & Royo‐Vela, ). Fewer studies have considered the moderating effect of emotions on the relationship between servicescape elements and satisfaction.…”

The effect of design of restaurant on customer behavioral intentions

“…In this extent, the stimulus-organism-response (SOR) model of Mehrabian and Russell (1974) has inspired much of the previous empirical studies. The SOR model has been largely used to capture the interrelationship among the physical environment (S) customer affective and cognitive states (O) and behavioural responses (R) in different business contexts (Donovan, et al, 1994;Chang et al, 2011;Kumar & Kim., 2014;Nusairat et al, 2017;Ortegón & Royo, 2019). Nevertheless, in some cases, the model shows a deficiency on linking store environment to customer behavioural responses (e.g.…”