The Influence of the crowd sensation on the postponement of a visit to a store during sales periods in retailing: the role of confusion and comfort decision
(A2024-119630)

AUTHORS

Maali BENHISSI, EDC Paris Business School; Aurely Lao, IAE LILLE

ABSTRACT

Although existing academic literature has explored the concept of sales promotion, there remains a notable gap in addressing consumer behavior specifically during sales periods. This pioneering study fills this void by empirically examining the influence of crowd sensation on the postponement of store visits and its consequential impact on comfort decision and consumer confusion. Our research investigates the role of crowd sensation in stores during sales periods and its correlation with consumer confusion at the point of sale. The study aims to shed light on the extent to which this confusion affects comfort decision, subsequently leading to the postponement of store visits. Referred to as "postponing the store visit" in this context, this behavior suggests that consumers, affected by confusion, may leave the store with the intention of returning later. To gather data, a quantitative approach was employed, involving a sample of 400 consumers. The proposed model underwent validation through structural equation testing. Results indicate that crowd sensation indeed serves as a source of consumer confusion during sales periods, impacting comfort decision and causing delays in in-store visit. This article not only contributes empirical evidence to the understanding of consumer behavior during sales periods but also provides practical insights for managerial actions. Additionally, it highlights the study's limitations and suggests avenues for future research in this domain.