Does Cultural Value Influence Consumers’ Attitudes toward Mall Events? A Study on Indian Mall Shoppers

Abstract

The current study explores the influence of culture on consumers’ attitudes toward mall events and, consequently, its role in improving commitment toward malls. The study employed a mall-intercept technique for data collection across seven cities in India. Data were analyzed using structural equation modeling. The results indicated that cultural values predicted attitudes toward mall events. Mall events were categorized according to shopping motives typology and conceptualized as escape, exploration, social, epistemic, and flow. Among the four cultural values, power distance, collectivism, and masculinity were more effective in predicting consumers’ attitudes toward the various mall events dimensions. The research findings can help mall managers for planning events according to Indian consumers’ cultural beliefs.