Effects of Spatial Crowding on Store Loyalty: Roles of Store Size
Spatial crowding and social crowding are mutually distinctive dimensions of perceived crowding. This study investigates the sole effects of spatial crowding on store loyalty and the roles of store size in spatial crowding store loyalty relationships. Two video clips which display different store size were recorded for the purpose of the study. An internet survey was conducted with 400 fashion brand consumers. A multiple group analysis was conducted using structural equation modeling. This study consists of three stages. The first stage tested the general effects of spatial crowding. Test results showed that, when social crowding was controlled, spatial crowding did not show negative impacts on pleasure, rather the relationship was positive. Pleasure showed positive impact on expectation and, subsequently, it led to store loyalty. Such results are opposed to a prevailing belief that retail store crowding results in negative retail outcomes. The second stage tested the role of store size. Density and social crowding were controlled as the same level in both small and large stores. In the large store, spatial crowding effected on pleasure positively, whereas, the effect was negative in the small store. The third stage revealed the mediating effect of perceived control, albeit partially. In the small store, the negative effects of spatial crowding on pleasure dropped in magnitude when perceived control was included as a mediator. Implications for practice and future research opportunities are discussed.