An Empirical Study of Factors Influencing Consumers’ Purchasing Behaviours in Shopping Malls

Abstract

Since a couple of years ago, the development of shopping malls is booming in the Klang Valley-Kuala Lumpur area in Malaysia. Motivating consumers for frequent visits to shopping complexes is imperative in order to run a successful shopping mall in such a competitive retail environment like the Klang Valley-Kuala Lumpur with over 100 shopping plazas. Getting knowledge of the elements attracting consumers to visit a shopping mall and make purchases is of greatest importance in order to achieve high profit return and increase economic growth and development of a nation. The objective of this research paper is to study the factors influencing the consumers’ buying behaviours in the shopping malls. The environmental related factors (building structure, atmosphere, sounds and music and fragrance and smell), services related factors (personal services, price, advertising and promotion), administrative related factors (tenant mix, anchor tenant, entertainments) as well as transportation and location related factors (parking, location, accessibility) were identified as independent variables and consumer’s buying behaviour within the malls as a dependent variable. A research framework was developed based on a thorough literature review. There were 200 responses collected from consumers in four shopping malls in Klang Valley-Kuala Lumpur area. Correlation and multiple regression analyses were carried out using the SPSS software package to obtain the results.
 
 The results of this research indicate that environmental, transportation and location related factors have significant impact on consumers’ buying behaviours in the shopping malls. The results congruent with previous studies by Brengman et al. (2012) and Grimmer et al. (2016) that indicated that environmental related factors have positive effects on consumers’ purchase behaviours. Additionally, this study also found that transportation and location related factors have significant relationship with consumers’ purchase behaviours as mentioned by Saber et al. (2017) and Samiran et al. (2015). The findings can be adopted by the shopping malls’ managers to improve overall shopping malls’ performance as well as by mall developers to evaluate the mall site’s location and construction designs. For academicians, this study could be used as a ground work for further exploration of the possibilities to influence consumers’ purchase behaviours through different marketing strategies to increase sales and profits.

The Influence of Mall Management Dimensions on Perceived Experience and Patronage Intentions in an Emerging Economy

“…Secondly, our study proposed that the accessibility to and inside the malls had a significant impact on the minds of customers in terms of shaping their experience. These findings were consistent with previous studies [41,44] that found a significant positive relation between accessibility and shopping experience, and suggest that shopping centres should be accessible with only reasonable effort. This is particularly pivotal in the context of Dhaka City-a bustling city that is jampacked with traffic and possesses a shortage of transportation would appreciate the shopping mall located in the vicinity of the customers' workplaces and homes.…”

“…The authors of [43], in a bid to define one-stop shopping, stated that almost all the abstracts of shopping needs could be catered to in one particular centre, all at once. In another study on the determinants of consumers' purchasing behaviour, transportation and location-related factors were found to have the greatest impact on mall shoppers' purchase decisions [44]. Since consumers currently are more interested in taking multi-purpose visits to shopping malls [45], it is more likely that they will favour centres that facilitate one-stop solutions for shoppers.…”

Enhancing Shoppers’ Experiences and Building Mall Loyalty: The Role of Octomodal Mental Imagery (OMI) and Management Dimension-Evidence from the Yangtze River Delta Region of China

“…Additionally, perceptions of mall convenience, including convenient location and parking facilities, positively affect shoppers' satisfaction levels, ultimately influencing their intention to visit and shop there [33,35]. Transportation and location-related factors were also found to significantly impact mall shoppers' purchase decisions in a study on the determinants of consumer purchasing behavior [38]. As consumers increasingly prioritize multi-purpose visits to shopping malls [39], centers offering shoppers one-stop solutions are more likely to be favored.…”

Customer Preference for Electronic Payment Systems for Goods: A Case Study of Some Selected Shopping Malls, Bolgatanga

“…Man and Qiu [7], delved into the factors that influence consumer buying behaviors within shopping malls, identifying environmental, service-related, administrative, transportation, and location factors as key independent variables. The research framework was established through a comprehensive review of existing literature.…”