The influence of mall environment on female fashion shoppers' value and behaviour

Abstract

PurposeThe purpose of this paper is to explore how the shopping mall environment influences the shopping experience and approach behaviour of female fashion shoppers.Design/methodology/approachFemale shoppers were first clustered along the fashion orientation of the stores they patronise. Shoppers' response and behaviour was modelled in an invariant multigroup latent structural path analysis. Paths were initially constrained and then released as required. A total of 286 usable questionnaires were administered using a mall intercept survey method in a regional shopping centre. Participants were probed on their shopping activities, shopping mall perception, product perception, shopping value and approach behaviour toward the mall.FindingsA favourable perception of the mall atmosphere elicits a positive perception of the merchandise offering and triggers hedonic shopping experiences. The effect of the mall environment, mediated by product perception, significantly impacts the shopping objectives of middle‐of‐the‐road female fashion shoppers. Mall atmospherics has no or little effect on the utilitarian value of low‐ or high‐fashion oriented shoppers. Hedonic response of fashion forward shoppers is not stronger than that of other fashion shoppers.Research limitations/implicationsThis study was carried out in one regional mall and should be replicated to other locations and markets. A larger sample would allow the inclusion of additional constructs.Practical implicationsMall developers and operators are not only in real estate; they are also retailers. The mall environment is central to the perception of merchandise quality, and the shopping experience. Mall operators must be aware that the middle market target group is one that is highly sought after. They should strive to create a tenant mix that satisfies the many layers of fashion shopper needs.Originality/valueThis study represents a first attempt that investigates the integrated shopping experience of fashion shoppers in a shopping mall setting. It segments shoppers on their actual shopping behaviour rather than psychometrics.