Repurchase Intention Conditioned to Economic Confidence in Main Street Retail Districts

ABSTRACT The crisis of confidence in Brazil creates a scenario that can influence relations between the attributes of the retailer and consumers. Consumer assessments can be adjusted to economic confidence, leading to more utilitarian values or decreasing the hedonic value of buying experiences. Thus, it is necessary to understand the intervention of economic confidence in the responses of consumers to the attractiveness factors of a retail cluster. We conducted an analysis on the extent to which attribute assessments and crowding perception, hedonic and utility value, and satisfaction, interact with economic confidence, and satisfaction to influence performance and repurchase intention. A survey was carried out in the purchase environment with 300 consumers (region of Rua 25 de Março, São Paulo). Hypotheses were tested by PLS and Process. The mediating role of the economic trust between hedonic value and satisfaction was evidenced, proving adjustment of the hedonic value with the decrease of confidence. Theoretical and practical contributions are discussed in the conclusions.

摘要：巴西的信心危机营造出一种可影响零售商属性与消费者间关系的情境。消费者的评价会随经济信心发生调整，进而催生更多功利性消费价值观，抑或是削弱购买体验的享乐价值。因此，有必要厘清经济信心在消费者对零售集群吸引力因素的响应中所发挥的干预作用。本研究针对属性评价、拥挤感知、享乐与功利价值、满意度与经济信心及满意度之间的交互作用对经营绩效与回购意向的影响程度展开了分析。研究在圣保罗市25 de Março街区域的购物场景中，面向300名消费者开展了问卷调查。本研究采用偏最小二乘（PLS）与Process宏程序对研究假设进行了检验。研究证实了经济信任在享乐价值与满意度间的中介作用，证明信心下滑会对享乐价值产生调节效应。研究结论部分讨论了其理论与实践贡献。