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

Abstract

This study investigated the impact of Octomodal Mental Imagery (OMI) and management dimensions on shoppers’ experiences and mall loyalty. The study was collected through “Questionnaire Star,” and 358 valid data points were obtained. The data were analyzed using SPSS27 and AMOS28. The results showed that sensory attributes such as visual, tactile, gustatory, and olfactory attributes positively influenced shoppers’ experiences in OMI, while the auditory attribute had no significant effect. Spatial, a structural attribute of OMI, positively influenced shoppers’ experiences, whereas autonomy and kinesthetics did not have a considerable effect. Tenant mix and entertainment positively impacted shoppers’ experiences in management, while accessibility had no significant effect. The study also found that shoppers’ experiences positively impacted mall loyalty, while hedonistic motivation had a more substantial effect than utilitarian motivation. This study is the first to examine the impact of OMI on shoppers’ experiences. It fills a gap in the literature on this relationship. It also examines the combined impact of management dimensions (accessibility, tenant mix, and entertainment) on the overall shopper’s experience, filling a gap in the Chinese shopping mall literature and extending the generalizability of the theory. The study further explores the relationship between shoppers’ experiences and mall loyalty and the moderating effect of incentive orientation. The results of this study have critical implications for mall managers. Strengthening the mental image and management dimensions of the shopping mall will enhance shoppers’ experiences and build loyalty, allowing brick-and-mortar malls to remain competitive and sustainable in today’s highly competitive and popular e-commerce environment.