The influence of mall shopping environment and motives on shoppers' response: a conceptual model and empirical evidence

Abstract

The aim of this research is to examine the influence of mall’ shopping environmental cues, hedonic and utilitarian shopping motives on shoppers’ response (satisfaction) through examining the mediating role of cognition (service quality) in shopping malls in Jordan. Data were collected from 600 malls shoppers of which 390 were subjected for the analysis using structural equation modelling. The findings indicate that malls’ environmental cues, hedonic and utilitarian shopping motives positively influence shoppers’ experiential outcomes. Experiential outcomes positively influence cognitive outcomes and the later positively affect shoppers’ response. The cognitive outcomes fully mediate the effect of shoppers’ experiential outcomes on their satisfaction. Malls operators and investors have empirical findings regarding malls shoppers’ buying behaviour and drivers of their satisfaction to make sound strategic business decisions in developing countries e.g., Jordan. The empirical testing and validation of the emotion-cognition-response model in Jordan’s shopping malls, for the first time, adds to the originality of this study.

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