The research was informed by Mehrabian and Russell's (1974) Stimulus Organism Response (S O R) model, which proposes that consumers' emotional responses to a physical store environment mediate how the environment shapes their patronage behaviors.
This result may have been due to the fact that national sport resources are directed toward the inefficient provinces because of a high level of patronage behaviors among political elites and the mismanagement of sport funds.
The additional variables were selected for inclusion based upon research suggesting that patronage behaviors at university-licensed merchandise stores may be influenced by factors such as university involvement, past university-branded merchandise consumption behavior, and gender (Greenberg 2013; Kwak and Kang 2009; Kwon and Armstrong 2002, 2006; Kwon and Kwak 2014; Wakefield 2015).
Specifically, we investigate the direct and indirect effects of these instruments on store satisfaction, word of mouth, patronage intention, and behavior.
Further, it has been suggested that flowers, plants, and other forms of landscaping may be used to enhance consumers' perceptions of retail environments as well as to influence patronage intentions and/or behaviors (Bengman et al. 2012; Mower et al. 2012; Spence et al. 2014).
Regardless of whether you are worried that the people who see you getting the slice will think you are unethical, or that the owners of the chain — noting your patronage — will think you condone their behavior, the act of simply forgoing a buy-10-get-one-free offer sends a message too soft for anyone to hear.
Multiple regression analysis also was conducted to explore the effects of emotional states, liking of the storefront, preferences for store atmospherics, university involvement, past university-branded merchandise consumption behavior, and gender on patronage intentions (H5).
H5: Pleasure, arousal, liking, preferences for store atmospherics, university involvement, past university-branded merchandise consumption behavior, and gender will predict college students' patronage intentions.
