This study highlights the role of social presence with other consumers in influencing consumers' satisfaction evaluations by exploring a question: can non-interactive social presence of other people affect satisfaction with shopping mall experience? Based on Latané's (1981) social impact theory and Byrne's (1971) similarity-attraction paradigm, this study posits that a mere presence of other shoppers can be influential when there is perceived similarity between a customer and others. Further, the similarity perception is hypothesized to influence customer's mall satisfaction through affective and cognitive processes. The findings from a large-scale online survey with consumer panel subjects in the U.S. support all study hypotheses.
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© 2015 Elsevier Ltd.
- Mere social presence
- Perceived similarity
- US traditional shopping mall