• Corpus ID: 17673865

Investigation of the Effect of Consumption Emotions on Satisfaction and Word of Mouth Communications

@inproceedings{Hanzaee2011InvestigationOT,
  title={Investigation of the Effect of Consumption Emotions on Satisfaction and Word of Mouth Communications},
  author={Kambiz Heidarzadeh Hanzaee and Mahmoud Khanzadeh},
  year={2011}
}

• K. H. Hanzaee, M. Khanzadeh
• Published 2011
• Business

2 Abstract: This research investigates the effect of consumption emotions on satisfaction and word of mouth communications. Research conceptual model has its roots in Russell's pleasure-arousal model from the field of environmental psychology. The primary objective of this research is to examine the impact of consumption emotions on satisfaction and word of mouth communications. The sample population in this study consisted of tourists that visiting Iranian churches on the UNESCO World Heritage List, including Saint Thaddeus Monastery, the Saint Stepanos Church and the Chapel of Dzordzor. Structural equations modeling using LISREL was performed to empirically test the relationships between the constructs in this study. The results indicate that pleasure has a significant relationship with satisfaction. Also results indicate that pleasure, arousal and satisfaction has a significant relationship with WOM. Finally, it is suggested that managers can create very effective methods for developing positive behavioral intentions in customers by better understanding of emotional factors.