Evaluating the Effect of anticipated Positive Emotions Consumers in Frequency of Shopping Visits (Case Study: Star Shopping in Tehran)

This study suggests variables that influence frequency of visits to shopping center. Special variables of positive emotion and shopping center image investigated. The data were collected from star shopping center in Iran. For testing hypotheses, structural equation modeling was conducted. The findings indicate shopping center image and positive anticipated emotions affect indirectly frequency of shopping center visits. Positive Anticipated emotions and shopping center image affect directly desires and then intention visit a shopping center. This is the study focusing on consumer behavior in the shopping center in Iran that investigates factors effect of visit that it is useful for shopping center managers.