Abstract
In order to communicate to shoppers what is in it for them, mall owners would benefit from knowledge of antecedents to shopping value. Previous research has shown that emotions influence shopping value realized by patrons; however, most studies have examined pleasure, arousal, and dominance as emotions. The current study examines consumer beliefs about mall attributes. Mall shoppers were surveyed concerning their satisfaction with attributes of a local mall, the value they derived from shopping at that mall, resource expenditures, and repatronage intention. Analysis shows that attribute beliefs positively influence time spent at the mall, as well as hedonic and utilitarian shopping value derived from a mall visit. In addition, hedonic shopping value positively influences repatronage intention. Findings suggest that it is useful for malls to ensure target customers have positive beliefs about mall attributes because beliefs influence the value shoppers believe they get from a visit to the mall.
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