The Role of Shopping Values, Cognitive and Affective Evaluations on the Relationship between Store Environment and Store Patronage Intention: A Future Research Agenda

This study aims to investigate the role of shopping values, cognitive, and affective evaluations on the relationship between store environment and store patronage intention while proposing a future research agenda through a systematic literature review (SLR) approach. Based on the Stimulus-Organism-Response (S-O-R) model, the store environment is identified as the stimuli, affective evaluations are identified as the organism and response is the store patronage intention. The SLR proposed that cognitive evaluations can be included as a mediator between store environment and affective evaluations based on the Cognitive Theory of Emotions. Further, based on the literature, it is suggested that hedonic and utilitarian shopping values may have a moderating effect on the relationship between affective evaluations and store patronage intention. This theoretical association between store environment and store patronage intention of supermarket shoppers will reveal significant managerial and theoretical implications for future research studies.