The impact of perceived similarity to other customers on shopping mall satisfaction

Hyorkjin Kwon, Sejin Ha, Hyunjoo Im

Research output: Contribution to journalArticlepeer-review

63 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)304-309
Number of pages6
JournalJournal of Retailing and Consumer Services
StatePublished - Jan 1 2016

Bibliographical note

Publisher Copyright:
© 2015 Elsevier Ltd.


  • Mere social presence
  • Perceived similarity
  • Satisfaction
  • US traditional shopping mall


Dive into the research topics of 'The impact of perceived similarity to other customers on shopping mall satisfaction'. Together they form a unique fingerprint.

Cite this