A FACTORIAL STUDY OF PERSUADING EFFECTS OF MALL AESTHETICS ON SHOPPERS’ PURCHASE INTENTIONS IN CHENNAI CITY
JANANI MARIMUTHU
Holy Cross College, Tiruchirapalli, India
GOMATHI SHAMUGANATHAN
HELP University, Malaysia
ANTHONY TIK-TSUEN WONG *
School of Business and Hospitality Management, Caritas Institute of Higher Education, Hong Kong
*Author to whom correspondence should be addressed.
Abstract
Shopping malls have seen an impressive growth in India during the past few years. However, the malls have not been able to consistently provide a one-stop destination to the consumers. This research examines the aesthetic factors of shopping malls from the urban shoppers’ perspective. A survey was conducted on shoppers of Chennai’s five biggest shopping malls. Twenty-six items relating to shopping mall aesthetics were adapted from past studies and assessed. This study found seven critical factors, namely recreational, appealing, shopping environment, spacial, external, social and impulse. The factor loading generated reveal the most influencing variable that influences shopping behaviour. This research will help managers to understand consumer preference with regards to shopping mall enabling efficient marketing strategy to enhance footfalls in the mall.
Keywords: Aesthetic factors, consumer preference, the attitude of shoppers