The influence of mall environment on female fashion shoppers' value and behaviour

Abstract

PurposeThe purpose of this paper is to explore how the shopping mall environment influences the shopping experience and approach behaviour of female fashion shoppers.Design/methodology/approachFemale shoppers were first clustered along the fashion orientation of the stores they patronise. Shoppers' response and behaviour was modelled in an invariant multigroup latent structural path analysis. Paths were initially constrained and then released as required. A total of 286 usable questionnaires were administered using a mall intercept survey method in a regional shopping centre. Participants were probed on their shopping activities, shopping mall perception, product perception, shopping value and approach behaviour toward the mall.FindingsA favourable perception of the mall atmosphere elicits a positive perception of the merchandise offering and triggers hedonic shopping experiences. The effect of the mall environment, mediated by product perception, significantly impacts the shopping objectives of middle‐of‐the‐road female fashion shoppers. Mall atmospherics has no or little effect on the utilitarian value of low‐ or high‐fashion oriented shoppers. Hedonic response of fashion forward shoppers is not stronger than that of other fashion shoppers.Research limitations/implicationsThis study was carried out in one regional mall and should be replicated to other locations and markets. A larger sample would allow the inclusion of additional constructs.Practical implicationsMall developers and operators are not only in real estate; they are also retailers. The mall environment is central to the perception of merchandise quality, and the shopping experience. Mall operators must be aware that the middle market target group is one that is highly sought after. They should strive to create a tenant mix that satisfies the many layers of fashion shopper needs.Originality/valueThis study represents a first attempt that investigates the integrated shopping experience of fashion shoppers in a shopping mall setting. It segments shoppers on their actual shopping behaviour rather than psychometrics.

Investigating the effects of service quality and hedonic on behavioral intentions: An empirical survey on restaurant industry

“…When a customer experiences positive emotions he/she represents higher levels of satisfaction in a service encounter (Sheng et al, 2011). In addition, shopping effect was found to have a positive impact on perceived value, which in turn positively influences a consumer's consistent repeat purchase behavior (Michon et al, 2008). Tourists with positive feelings are expected to experience higher levels of value.…”

Influence of hedonic and utilitarian values in determining attitude towards malls: A case of Indian small city consumers

“…Carr (1990) posits that shopping motives range between pleasurable / hedonic to functional and malls that are able to deliver fun retail formats ( Cope, 1996 ;Burke, 1997 ;Wakefi eld and Baker, 1998 ) will be successful. Shopping malls have been of interest for researchers ( Goss, 1993 ;Robertson, 1995 ;Buss, 1997 ;Miller, 1998 ;Csaba and Askegaard, 1999 ;Castaldo and Botti, 2001 ;Yavas, 2003 ;Arnold and Reynolds, 2003 ;Resciniti, 2004 ;Rintam ä ki et al , 2006 ;Ahmed et al , 2007 ;Ooi and Sim, 2007 ;Michon et al , 2008 ;Teller et al , 2008 ) as they suggest a multitude of factors infl uencing consumers ' shopping behaviour.…”

“…To attract consumers, malls are coupling traditional selling activity with other value-added services, which make malls retail-entertainment complexes ( Csaba and Askegaard, 1999 ;Stoel et al , 2004 ;Laroche et al , 2005 ;Michon et al , 2008 ). Carr (1990) posits that shopping motives range between pleasurable / hedonic to functional and malls that are able to deliver fun retail formats ( Cope, 1996 ;Burke, 1997 ;Wakefi eld and Baker, 1998 ) will be successful.…”

“…The aesthetics variable in malls relates to the design, facilities, interiors, d é cor, aisle, heating, lighting, colour, crowd, music, cleanliness and layout ( Donovan and Rossiter, 1982 ;Bellizzi and Hite, 1987 ;Donovan et al , 1994 ). The presence of positive stimulants encourage consumers to visit malls ( Mehrabian and Russell, 1974 ;Phillips and Sternthal, 1977 ;Bone and Ellen, 1999 ;Laroche et al , 2005 ) and the retail store environment has an effect on the consumer ' s moods, perceptions and attitudes ( Gardner, 1985 ;Michon et al , 2008 ) consequently infl uencing their purchase motivations and intentions. The store atmosphere affects the emotional and cognitive elements of consumers ( Stockil, 1972 ;Donovan and Rossiter, 1982 ;Bitner, 1992 ;Jackson and Konell, 1993 ;Babin and Attaway, 2000 ;Beyard et al , 2001 ;De Nisco and Napolitano, 2006 ) and infl uences the consumer ' s evaluation of products ( Baker et al , 1994 ).…”

Predictors and Characterisation of Mall Shoppers in a Typical Sub-Saharan African Context: Evidence From Nigeria

“…Priori segmentation approach employs consumer externalities such as age, sex among others to explain differences in consumer segments" behaviour. Following this school of thought, a number of studies have been conducted wherein gender (Michon et al 2008;Kuruvilla et al 2009), age (Anselmsson, 2006), or mother and daughter (Martin, 2009) were used to segment and explain consumer segments. Marketing academics have fiercely challenged priori methods because of its focus on external characteristics of consumers and a number of studies have suggested including other variables in explaining the differences between segments" behaviour (Gonzalez-Hernandez and Orozco-Gomez, 2012).Also, Harrison (1995) posits that consumer buying behaviour is not primarily dependent on those external characteristics.…”