Abstract
A new direction of consumer centric marketing is now advocated to be included in the marketing module, yet there is a lack of shopping repatronage research based on a solid theoretical background pertinent to the issue. Based on the Reasoned Action Approach by Fishbein and Ajzen (2010), this study endeavors to examine the relationships between the personal characteristics, hedonic shopping orientation and repatronage behavioral intention. The structural equation modeling was used to analyze the causal relationships for the self-administrated data gathered from 569 apparel adult shoppers aged 30 to 60 years old. The refined hypothesized model was relatively good fitted. The personal characteristics of need for activity, impulsiveness, shopping confidence and susceptibility to influence were found significantly related to the repatronage behavioral intention. These relationships were fully mediated by the intervening variable of hedonic shopping orientation. The hypothesized model of hedonic mediating structural model explained 56% of the repatronage behavioral intention. The study advanced the understanding of the importance of hedonic shopping orientation as well as the personal characteristics in consumer-centric marketing.
Highlights
The mall market in Klang Valley as the main hub of shopping malls in Malaysia has reached to saturation point with the mushrooming of large-scale shopping centers
The Maximum Likelihood Estimation (MLE) in AMOS version 20 was used as the estimation approach for the analysis of the full-fledged structural equation modeling in this study
The hypothesized model of hedonic mediating structural model explained 56% of the repatronage behavioral intention which found higher than the direct model (39%).the construct validity was achieved in the study with standardized factor loadings for all the items ranging from 0.71 to 0.90 were significant at 0.001 levels
Summary
The mall market in Klang Valley as the main hub of shopping malls in Malaysia has reached to saturation point with the mushrooming of large-scale shopping centers. There was trail of research by Frank Small and Associates in reviewing that Malaysian adults (above 18 years old) spent quite a substantial amount of their leisure time (48%) in shopping malls (Zafar, Ghingold & Zainurin, 2007). Given that both potentials and constraints of the retail market, it is utmost important for the retailers to equip themselves with strong adaptation skills to compete with others as well as to correspond to the shifting shopping trends and fickle purchasing styles. It is considered crucial to focus on the personal characteristics and shopping orientations of the shoppers in understanding the repatronage behavioral intention of the shoppers
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