The role of anticipated emotion, desire, and intention in the relationship between image and shopping center visits

Purpose – The purpose of this paper is to identify variables that intervene in the relationship between shopping center image and frequency of visits to that shopping center. Variables investigated as intervening are desires, intentions, and positive anticipated emotions. Design/methodology/approach – The method uses a two wave mail survey. One wave gathers intentions and variables antecedent to intentions while a second wave gathers behavioral data. Findings – Findings suggest that desire (i.e. motivation), intention, and positive anticipated emotions intervene between shopping center image and frequency of shopping center visits. Positive anticipated emotions are not emotions felt while shopping but are the expected emotional consequences of achieving a goal, in this case visiting a shopping center. Visiting a shopping center might be a goal in itself or it could be the means to goal attainment (e.g. shopping to get a product). Research limitations/implications – A limitation of the study is that results are aggregated across types of shopping centers and across respondent classifications. Practical implications – Results provide evidence that desire, intention, and positive anticipated emotions intervene between shopping center image and frequency of visits to the shopping center. Implications for shopping center managers are guidance for allocating resources towards increasing desire, intention, and positive anticipated emotions. Originality/value – The value of this study is investigation of the process by which shopping center image impacts the frequency of visits to a shopping center. Focusing on this process should allow shopping center managers to more efficiently allocate resources. The value of this study is offering resource allocation guidance to shopping center managers.