Abstract
The study examines the role of escalator-use in the generation of mall love among adult Pakistani visitors. It assesses the influence of hedonic and utilitarian value on mall love through visitors’ attitude and emotional experience. The theoretical foundation of this research is founded on Technology Acceptance Model by Davis (1986). Around 1000 mall visitors were approached through the mall-intercept method in thirteen shopping malls in major cities of Pakistan. Among them, 500 responses were utilized for data analysis. Non-probability convenience sampling was considered as the best choice. Proposed relationships between the constructs were tested through Confirmatory Factor Analysis. The findings revealed that ‘hedonic value’ has a direct positive influence on visitors’ mall love. While testing mediation, the results indicated that emotional experience, attitude and escalator use strengthen the relationship between hedonic and utilitarian value and mall love. It is interesting to observe that the use of escalators in shopping mall results in developing mall love among visitors in Pakistan. This study will benefit the entire gamut of stakeholders including shopping mall managers, academic researchers, and practitioners. This study will benefit mall management by offering them practical suggestions regarding attracting visitors through better management of the mall environment.
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