Abstract
The purpose of the paper is to verify the role of emotions and perceived value in the relationship between crowding and return intention. After the constructs’ conceptualisation and operationalisation, the possible effects of perceived crowding on return intention were examined. Affective and cognitive reactions were integrated as explicative variables – perceived value and emotional states. Principal component analyses showed bi-dimensional structure for both perceived crowding and emotional states. A five-component structure emerged for perceived value. Regression analyses showed that in-store crowding, especially human crowding, increased economic value that enhanced revisit intention. The latter was positively influenced by emotions via excellence, aesthetics and economic value.
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