What Attracts You to Shopping Malls?: The Relationship Between Perceived Shopping Value and Shopping Orientation on Purchase Intention at Shopping Malls in Suburban Areas

Abstract

Retail is the typical appearance of consumer behavior. Today, many large shopping malls are established and consumers have come here for many reasons. Bloch et al. (1994) explained the shopping mall as consumer habitat and shopping mall for a place to show the typical appearance of consumer behavior. Consumers can get two values through the shopping. We visit to shopping malls for several reasons: to buy a product that we need (utilitarian shopping value) or to focus on the atmosphere and to enjoy the environment (Hedonic shopping value). Many current studies showed utilitarian and hedonic value. Most of the shopping malls have been made with a focus only, such as price and convenience on the practical side. However, today, the shopping mall will try to provide special things such as appearance and feel of the buildings and other events. Previous research focused only on store environments, not on the relationship between shopping value and shopping orientation on purchase intention at shopping mall especially those located in suburb outlet. Therefore, in this study, first, we check the relationship between the values of consumers’ shopping behavior. Also we verify if the shopping orientation has a mediate effect between shopping value and purchase intention.