Index of Paper Presentations for the Parallel Sessions - Academy of ...

strong feelings of pleasures from shopping, often described as private or personal in nature (Cox et al., 2005; Falkand Campbell, 1997; Backstrom and Johansson, 2006, Jones, 1999, Machleit and Eroglu, 2000).Mood: Customers have been found to be in a good mood during and after completing the shopping process.Shopping experiences reflect substantial emotional benefits and responses as positive feelings and moods (Holbrookand Hirschman, 1982; Babin and Darden, 1996; Jones et al., 2006). Mood is referred as a mild, transient, generalizedaffective state. It plays an important role in explaining shopping experience (Arnold and Reynolds, 2009). Thequality of shopping experience significantly influences shoppers‘ moods, involvement in shopping process, as wellas shopping intentions (Swinyard, 1993). Liljander and Strandvik (1997) and Richins (1997) have also clearlyexplained the role of positive emotions as goodness, happiness and excitement, in creating a pleasurable andmemorable customer experience. It has been observed that retail environment influence the moods of the shoppers.Pleasant store experience is expressed in terms of good mood of the shopper resulting into greater satisfaction fromshopping (Babin and Darden, 1996).Leisure: Shopping has been reported as a leisure activity in a large number of studies (Ballenger and Kargaonkar,1980; Babin et al., 1994; Howard, 2007; Robson, 2003; Backstrom, 2011). Customers prefer to shop from the placeswhich they like, which helps them relieve their stress, at the time and location convenient to them. Shopping isassociated with symbolic value, entertaining and delightful experiences (Jones, 1999; Arnold et al., 2005; Backstromand Johansson, 2006). It is described as a leisure activity resulting into pleasure, enjoyment and perceived freedom(Backstrom, 2011). Customer feel delighted while shopping in a pleasurable state (Oliver et al., 1997). It also givesan escape from day-to-day activities, provides relaxation and acts as stress buster (Mathwick et al., 2001; Soars,2009; Backstrom, 2011). Customers feel relaxed and refreshed after completing their shopping trip. Physical andsensorial dimensions have been identified as integral to customer experience (Pine and Gilmore, 1998; Schmitt,1999; Gentile et al., 2007) Shopping emerges as a leisure activity where greater importance is placed onentertainment value, ambience and peripheral facilities (Sinha and Banerjee, 2004). Retailers and shopping centredevelopers aim at making shopping experience a leisure pursuit (Howard, 2007).