A Literature Review on the Research about Consumer Behavior in Shopping Mall

Abstract

Shopping mall is becoming one of the most favorite destinations for different kinds of consumers, but the research about Chinese consumer behavior in shopping mall seems a little bit hysteretic. The emphasis of our review is to classify the researches in order to give readers a straightforward direction of present studies (in nearly 20 years). The primary purpose of this review is to describe the researches about the development of shopping mall, characteristics of consumer behaviors in shopping mall, how consumer behavior will be influenced by shopping mall atmosphere and customer expectations on the environment of shopping mall. Combining with domestic social environment and the particularities of consumer psychology, we give some suggestions to further research about consumer behaviors in shopping mall in Chinese circumstance.