Abstract
The research aims to determine the attractiveness of factors of Iranian shopping malls from the shopper’s point of view. Researchers used a conceptual framework that proposes significant impact between store tenant mix, internal and external conditions from shopping centers, and different dimensions of attractiveness. Then they test the hypotheses using a survey of 385 consumers of two shopping centers of Iran, to identify shopping mall attractiveness. A structural equation model using a correlation matrix with maximum likelihood was estimated by LISREL 8.8. The results indicate that from the attractiveness factors, retail tenant mix and atmosphere were the most influential factors in shopping centers and retail tenant mix was strongly affected by product range and to some extent by merchandise value. Thus, management teams of shopping malls can increase their mall attractiveness by identifying optimal retail tenant mix and protect their establishments with appropriate atmosphere.
Highlights
Today, malls play a major role in consumers’ lifestyles (Terblanch, 1999)
The research aims to determine the attractiveness of factors of Iranian shopping malls from the shopper’s point of view
Researchers used a conceptual framework that proposes significant impact between store tenant mix, internal and external conditions from shopping centers, and different dimensions of attractiveness. They test the hypotheses using a survey of 385 consumers of two shopping centers of Iran, to identify shopping mall attractiveness
Summary
Malls play a major role in consumers’ lifestyles (Terblanch, 1999). The mall has changed patterns of shopping as well as social and recreational activities since its first appearance in 1920s in the United States, and malls are found almost everywhere in the world (Brown, 1992; Urban Land Institute, 1999). Each person can notice a growing movement in establishing shopping malls. The shopping center is an agglomeration of various retailers and commercial service providers within a well-planned, designed and managed building or group of buildings (ICSC, 2002; Urban Land Institution, 1999). Both consumers and retailers can gain benefits and/or realize synergetic effects from this phenomenon (Ghosh, 1986)
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