The Effect on Consumption Emotions and Consumer Satisfaction of Store’s Social Dimension

Store employees and store crowding affect purchasing behavior and consumption experience of consumers during shopping. the purpose of this study is to explain the impact on consumer satisfaction and emotion during shopping experience of consumers of in-store atmosphere’s social dimension. consumption emotions were based on richins’s (1997) consumption emotion set. the study was empirically supported the data obtained by questionnaire study via convenience sampling through coming for clothes shopping mall. exploratory factor analysis was conducted to consumption emotion set and store’s social dimension and then confirmatory factor analysis was applied and was evaluated reliability and validity of the scales. the research hypotheses were tested via sem. the findings indicate that affect to consumer emotions and satisfaction of store’s social dimension.