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Received 18 September 2010
Revised 5 December 2011
Accepted 10 December 2011

Personal values and mall

shopping behaviour
The mediating role of intention among Chinese
consumers
Yuanfeng Cai and Randall Shannon
College of Management, Mahidol University, Bangkok, Thailand
Abstract
Purpose The purpose of this paper is to identify underlying personal values that determine the
mall shopping behaviour of Chinese consumers and to propose shopping intention as an additional
mediator that enhances the value-behaviour link.
Design/methodology/approach A self-administered web-based survey with convenience
sampling was used to collect the data. A structural equation modeling technique was used to test
the proposed model.
Findings Chinese mall shoppers behaviours were found to be explained by value orientations
which were both similar and different from their counterparts in the West. While Western mall
shoppers are more likely to be directed by social affiliation and self-actualising values in previous
studies, Chinese mall shoppers are more likely to be influenced by self-transcendence and
self-enhancement (similar to self-actualising) values in the present study. Additionally, shopping
intention was found to improve the predictive power of consumers attitude toward mall attributes in
terms of shopping frequency and money spent in the mall.
Research limitations/implications The main limitation of this study is related to measurement
error, derived from using simplified instruments to measure personal values. In addition, both
personal values and attitudes are abstract constructs, which are difficult to measure; therefore this
may also contribute to a larger error variance.
Practical implications The results of this study are especially beneficial for mall developers and
retailers for crafting effective positioning strategies and guiding their communication strategies in the
China market.
Originality/value The proposed model makes a theoretical contribution by testing a Western
theory in a non-Western context. In addition, the proposed model helps researchers better understand
the value-behaviour relationship in a more comprehensive framework.
Keywords Mall shopping, Personal values, Attitudes, Shopping intention,
Chinese consumers; Schwartz Value Survey, Shopping, China
Paper type Research paper

International Journal of Retail

& Distribution Management
Vol. 40 No. 4, 2012
pp. 290-317
q Emerald Group Publishing Limited
0959-0552
DOI 10.1108/09590551211211783

Introduction
While the mall industry appears to be saturated in many of the developed Western
countries today, the mall industry in China is witnessing fast growth through the flow
of both local and foreign investment (Chu and Kuwako, 2010). However, it is reported
that about 22 per cent of existing malls have failed in their performance (Zikoo, 2008).
One possible reason is the homogeneity of the malls in terms of products and services
provided (Templin, 1997; Wong et al., 2001). Thus, a key issue for mall managers is to
create a feasible competitive marketing strategy that is not easily duplicated by
competitors.

It is suggested that a mall image reflects the total value of a shopping centre, as a
more favourable and unique image should create a competitive advantage that is
difficult for competitors to duplicate (Steenkamp and Wedel, 1991; Howard, 1997), as
shoppers seek image congruity between the retail image and their self-image to
determine their retailer patronage (Martineau, 1958; Sirgy et al., 2000). According to
Martineau (1958), a store image is formed by shoppers perceptions of both the stores
functional qualities and psychological attributes. The psychological attributes are
intangible emotional perceptions received by shoppers (Martineau, 1958), thus are
more subjective and difficult to compare. Values could serve as a type of psychological
attributes that work as a basis for developing clear-cut attraction to shoppers, as
consumers have been found to express their values through shopping (Michon and
Chebat, 2004; Bjerke and Polegato, 2006). Additionally, values have been considered as
one of the most important psychological constructs by many social psychologists (e.g.
Feather, 1990; Schwartz, 1992). Thus, values could be critical psychological
components of mall image. If the functional qualities of malls are viewed as similar,
consumers may be more likely to patronise a mall with an image that reflects their
underlying values rather than a mall that does not stress such values.
Over the decades, it has widely been acknowledged that personal values can serve
as grounds for behavioural decisions in consumption behaviour (Tai, 2008; Doran,
2009; Durvasula et al. 2011). Consumption behaviours are viewed as a means to
achieving desired end-states or values (Michon and Chebat, 2004; Wagner, 2007).
However, the major criticism of examining a simple relationship between values and
behaviour is that values are relatively abstract, thus are viewed as distal determinants
of behaviour that can only affect behaviour through a number of less abstract or more
proximal determinants, like attitudes and beliefs (e.g. Thogersen and Grunert, 1997;
Shim and Eastlick, 1998; Shim and Maggs, 2005; Hartman et al., 2006). Accordingly, a
value-attitude-behaviour (VAB) hierarchy was developed and has been validated in
several studies with respect to healthy food consumption (Homer and Kahle, 1988;
Grunert and Juhl, 1995), environmental behaviour (McCartly and Shrum, 1993;
Thogersen and Grunert, 1997), and e-shopping behaviour ( Jayawardhena, 2004). In
recent years, different mediators have been explored to explain the value-behaviour
relationship. For instance, Hartman et al. (2006) develop a value-innovativenessbehaviour hierarchy to explain web consumption behaviour of adolescents.
However, the testing of the model in a mall setting has been limited (Shim and
Eastlick, 1998). Although several researchers have identified what underlying values
may determine consumers mall shopping behaviour (e.g. Shim and Eastlick, 1998;
Erdem et al., 1999; Stoel et al., 2004), few have systematically articulated how these
values influence mall shopping behaviour with theoretical support. Additionally, as
the findings of these studies are mainly derived from a Western context, it is unclear
whether similar values and patterns in which values influence behaviour will be found
in a Chinese context. In their study, Shim and Eastlick (1998) replicate Homer and
Kahles (1988) work, and find that compared with the previous study, the link between
attitude and behaviour is weaker in a mall setting, which implies the existence of
additional factors which may influence this relationship, given the contextual nature of
mall shopping behaviour. Therefore, in an attempt to bridge these gaps, this study
tests the previously developed VAB model to examine what and how personal values
influence consumers mall shopping behaviour in China. Additionally, this study seeks

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to improve the VAB model by exploring the mediating effect of attitude and shopping
intention.
This study contributes to the existing mall shopping literature at the theoretical and
practical levels in the following ways. First, this study tests a theory developed in the
West in a non-Western country (i.e. China). Second, although previous studies have
examined the attitude-intention (Bagozzi et al., 2000; Ajzen, 2008;) and
attitude-behaviour/intention relations (Teng et al., 2007; Kim and Chung, 2011), to
the best knowledge of the authors, no study has put personal values, attitude, intention
and behaviour into the same model in a mall setting. Third, the findings of this study
can help mall managers to craft effective competitive marketing strategies by meeting
consumers wants and needs at a deeper level. Bachrach (1995) proposes that
understanding the underlying personal values that guide consumers mall shopping
behaviour will enable mall managers to win their shoppers emotionally and gain their
trust relatively more easily.
Conceptual background and hypotheses
A previous study in a Western context suggests that personal values are determinants
of consumers mall shopping behaviour, however, values only influence behaviour
indirectly through the mediating effect of attitude (Shim and Eastlick, 1998). Values are
culturally determined (Rokeach, 1973), thus it is proposed that although a similar
causal flow will be found in a Chinese context, values that predict mall shopping
behaviour of Western shoppers may be different from the ones that predicts Chinese
shoppers behaviour, given their sharp differences in cultural backgrounds. It is argued
that in addition to attitude, other factors may also exist to influence the
value-behaviour relationship, as mall shopping is a contextual-driven behaviour
(Shim and Eastlick, 1998). Extant literature suggests that compared with attitude,
shopping intention is a closer cognitive antecedent of behaviour (e.g. Fishbein and
Ajzen, 1975; Fisher and Fisher, 1992; Gollwitzer, 1993). Therefore, it is argued that the
VAB model may be improved by considering the mediating effect of shopping
intention. Accordingly, a hypothesised model is developed. As shown in Figures 1 and
2, the model outlines the indirect relationship between personal values and mall
shopping behaviour through the mediating effect of attitude and shopping intention. In

Figure 1.
Hypothesised V-A-B
model

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Figure 2.
Hypothesised V-A-I-B
model

the following section, the relationship between each pair of constructs and relevant
hypotheses will be discussed.
The Schwartz Value Survey (SVS)
According to Rokeach (1973, p. 5), a value is defined as an enduring belief that a
specific mode of conduct or end-state of existence is personally or socially preferable to
an opposite or converse mode of conduct or end-state of existence. In this study, the
Schwartz Value Survey (SVS) (Schwartz, 1992) is adapted to measure personal values,
given its established reliability and validity derived from more than 200 samples in
over 60 countries, including China (Schwartz and Sagiv, 1995; Schwartz, 1994, 1997).
Schwartz believes that values are cognitive representations of three types of universal
needs which apply to all societies (Schwartz, 1994):
(1) needs arising from the biological structure of humans;
(2) needs to manage social connections and networks; and
(3) needs to maintain a group and social institutions.
Based on these needs, the SVS defines ten broad values according to the motivation
that underlies each of them (see Table I and Figure 1). As summarised by Egri and
Ralston (2004) in their review of Schwartzs (1994, 1997) work, the SVS identified ten
universal values that are organised into a system of four types of higher-order values:
(1) openness to change (self-direction, stimulation, hedonism);
(2) conservation (conformity, security, tradition);
(3) self-enhancement (achievement, power); and
(4) self-transcendence (benevolence, universalism).
Openness to change values relate to the importance of personal autonomy and
independence, variety, excitement, and challenge. Conservation values relate to the
importance of self-control, safety, and stability in societal and personal relationships,
and to respecting cultural traditions. Self-enhancement values relate to achieving
personal success through demonstrated competence, attaining social status and
prestige, and control over others. Self-transcendence values relate to protecting and

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Value

Definition

Power
Achievement

Social status and prestige, control or dominance over people and resources
Personal success through demonstrating competence according to social
standards
Pleasure and sensuous gratification for oneself
Excitement, novelty, and challenge in life
Independent thought and action-choosing, creating, exploring
Understanding, appreciation, tolerance and protection of the welfare of all
people and of nature
Preservation and enhancement of the welfare of people with whom one is in
frequent personal contact
Respect, commitment and acceptance of the customs and ideas that
traditional culture or religion provide the self
Restraint of actions, inclinations, and impulses likely to upset or harm
others and violate social expectations or norms
Safety, harmony and stability of society, of relationships, and of self

Hedonism
Stimulation
Self-direction
Universalism
Benevolence
Tradition

Table I.
Definitions of the
motivational types of
values in terms of their
core goal

Conformity
Security

Source: Adapted from Schwartz and Sagiv (1995)

enhancing the wellbeing of those with whom one has close contact, as well as the
welfare of all people and nature.
One important feature of the SVS is its structure of dynamic relations among the ten
values. As portrayed in Figure 3, conflicting values are in opposing directions from the
centre, congruent values are adjacent to one another in the circle. The circular
arrangement of the values represents a motivational continuum. The closer the
proximity of any two values in either direction around the circle, the more similar their
underlying motivations; and the more distant any two values, the more antagonistic

Figure 3.
Theoretical model of
relations among 10
motivational types of
values

their underlying motivations (Schwartz, 1992, 1994). For example, pursuing power
values may be in conflict with pursuing universalism values. But pursuing both power
and authority values may be congruent.
Value, attitude and behaviour
Consistent with the notion that all shopping centres are to some degree leisure
centres (Howard, 2007, p. 668), mall shopping behaviour has been found to be
motivated by social and/or recreational needs (De Nisco and Napolitano, 2006; El-Adly,
2007; Maronick, 2007; Michon et al., 2007; Lotz et al., 2010). In line with these needs,
several researchers have identified the values that influence consumers shopping
behaviour in the mall. For example, Roy (1994) proposes that affiliation, power, or
stimulation are specific values that are positively correlated with mall shopping
behaviour. In a more systematic study, Shim and Eastlick (1998) find both social
affiliation (i.e. fun and enjoyment and friendly relationship) and self-actualising values
(i.e. self-fulfillment, sense of accomplishment and self-respect) have positive influence
on consumers mall shopping behaviour in terms of time and money spent, and that
compared with self-actualising values, social affiliation values demonstrate a stronger
effect. Similarly, Swinyard (1998) argues that frequent mall shoppers tend to place
more importance on both self-actualising and social affiliation values * * (i.e. sense of
belonging, warm relationships, security and excitement values). More recently,
Michon and Chebat (2004) find French-speaking and English-speaking Canadian mall
shoppers are guided by hedonic values. Other researchers propose positive effect of
hedonic values on perceived mall image (Thompson and Chen, 1998; Erdem et al., 1999)
and shopping intention (Stoel et al., 2004).
Nevertheless, the above findings are mainly derived from a Western context.
Similar studies based on a Chinese context have been very limited. Given that values
are culturally determined (Rokeach, 1973), it is believed that values used to understand
Western mall shoppers behaviour may not be applied to explain Chinese mall
shoppers behaviour directly, given the sharp difference in their culture. It is expected
that the value orientation of Chinese mall shoppers could be inferred by learning their
cultural values.
It is widely accepted that Western countries tend to share individualistic cultural
values (Hofstede, 1980). Consumers from individualistic cultures make decisions on an
individual basis (Usunier and Lee, 2005; Reisinger, 2009). Several scholars propose that
consumers from individualistic cultures are more hedonic than individuals from
collectivistic cultures (Schwartz, 1992; Triandis, 1993; Kacen and Lee, 2002). The
rewards such as pleasure, enjoyment and excitement, which are derived from hedonic
shopping (Babin et al., 1994) are intrinsic-oriented. Therefore, hedonic/recreational
shopping is a form of self-determination (Campbell, 1997) and is more emotion driven
(Usunier and Lee, 2005; Reisinger, 2009). In terms of the SVS (Schwartz, 1992), it is
likely that shoppers from individualistic culture will be guided by openness to change
and self-enhancement, as they are values that tend to lead to behaviours that focus on
individual interests (Schwartz, 1992, 1994, 1997; Triandis, 1993).
In contrast, as a collectivistic country (Hofstede, 1980), Chinese culture emphasises
the importance of group interest; group activity, consensus, cooperation, support and
loyalty are vital for social harmony (Rarick, 2009; Reisinger, 2009). Consumers from
collectivistic cultures make decisions in consensus with the group, thus their buying

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behaviour is less emotional and more rational (Van den Putte, 1993; Reisinger, 2009). In
order to reinforce group membership and affiliation or reduce the risk of not being
accepted, individuals in a collectivistic society tend to value products to fulfill social or
functional needs (Roth, 1995). Furthermore, in its recent history, a hedonic life style,
which is criticised as self-indulgent and wasteful, is discouraged by Chinas ruling
party (Li et al., 2004). As a result, Chinese shoppers have been found to view shopping
at the mall as a utilitarian task, rather than a place for fun and recreational activities.
For example, Tsang et al. (2003) compare mall shopping behaviour between consumers
from Hong Kong and Xian (a city located in the West of the China) and find that Xian
shopers tend to be more utilitarian-driven while Hong Kong shoppers tend to visit
malls with multiple purposes. Similarly, Li et al. (2004) compare Chinese and US mall
shoppers and find that whereas American shoppers are more likely to shop with both
utilitarian and hedonic reasons, Chinese shoppers primarily shop for utilitarian
reasons. In terms of the SVS (Schwartz, 1992), both self-transcendence and
conservation values stress more importance on rationality and group interests (e.g.
self-control, safety, stability in societal and personal relationships, protecting and
enhancing the well-being of those with whom one has close contact, as well as the
welfare of all people and nature) (Schwartz, 1992, 1994, 1997; Triandis, 1993).
Therefore, it is expected that Chinese shoppers will be more likely to be guided by
these two values.
Although personal values can serve as grounds for consumer behaviour (Homer and
Kahle, 1988; Shim and Eastlick, 1998), the majority of the existing literature support
that personal values are hypothesised to have only an indirect effect on mall shopping
behaviour through attitude (Kahle, 1980; Homer and Kahle, 1988; Shim and Eastlick,
1998). Extant literature suggests that values, given its abstract nature, only influence
consumer behaviour indirectly through some less abstract mediating factors (e.g.
Kahle, 1980; Homer and Kahle, 1988; Shim and Eastlick, 1998). Attitudes have been
found to be mediating factors, which help explain the value-behaviour link (Kahle,
1980; Pitts and Woodside, 1983; Homer and Kahle, 1988; Shim and Eastlick, 1998). In
the present study, attitude refers to consumers attitude toward salient mall attributes
(Shim and Eastlick, 1998). We hypothesise that:
H1. Personal value dimensions relate directly to attitude toward attributes of a
shopping mall. Specifically, consumers who place more importance on
self-transcendence and conservation values are more likely to hold favourable
attitudes toward mall attributes than those who place more importance on
openness to change and self-enhancement values.
A positive relationship between attitude and behaviour has been empircially supported
in past studies. Consumers favourable attitude has been found related positively with
healthy food consumption (Homer and Kahle, 1988; Grunert and Juhl, 1995),
environmental-friendly behaviour (McCarty and Shrum, 1993; Thogersen and Grunert,
1997; Schultz and Zelezny, 1998), and e-shopping behaviour ( Jayawardhena, 2004). In a
mall setting, Shim and Eastlick (1998) find that consumers favourable attitude toward
mall attributes has positive effect on their money spent and shopping frequency. Three
aspects of shopping behaviour are investigated in the present study, namely shopping
frequency, money spent in the mall and time spent in the mall during the mall visit, as
they are among the important behaviours examined by previous mall researchers

(Nicholls et al., 2000; Nicholls et al., 2002; Li et al., 2003; Li et al., 2004; Tsang et al.,
2003). Given the theoretical foundations and the empirical evidence, it is predicted that
consumers with favourable attitude towards mall attributes will be more willing to
visit the mall frequently, spend more money and stay longer during their mall visit.
Hence:

Personal values

H2. Consumers attitude towards mall attributes relate positively to their

shopping frequency (H2a), money spent in the mall (H2b), and time spent in
the mall (H2c).

297

Intention and behaviour

The findings from a previous study reveal that although attitude toward a shopping
mall can directly influence mall-shopping behaviour, the relationship between these
two constructs is relatively weak (Shim and Eastlick, 1998). One possible reason may
be the omission of intention. A number of theorists have proposed that the intention to
perform a behaviour, rather than attitude, is the closest cognitive antecedent of actual
behavioural performance (e.g. Fishbein and Ajzen, 1975; Fisher and Fisher, 1992;
Gollwitzer, 1993). This is because the performance of a specific behaviour can perhaps
be best explained by considering the proximal attitude toward the behaviour rather
than more distal attitude toward the object at which the behaviour is directed (Shim
and Maggs, 2005; Hartman et al., 2006, p. 214).
Warshaw and Davis (1985) define intention as the degree to which a person has
formulated conscious plans to perform or not perform some specified future
behaviour. Several meta-analyses of the empirical literature have provided evidence to
show that intention can be predicted with considerable accuracy from measures of
attitude toward the behaviour (e.g. Sheppard et al., 1998; Ajzen, 2008;). Evidence
concerning the relationship between intentions and behaviours/actions has been
collected with respect to many different types of behaviours (see Sheppard et al., 1998,
for a comprehensive review). Meta-analyses covering diverse behavioural domains
have reported mean intention-behaviour correlations of 0.47 (Notani, 1998; Armitage
and Conner, 2001), 0.53 (Sheppard et al., 1998), 0.45 (Randall and Wolff, 1994), and 0.62
(Van den Putte, 1993). Thus, it is proposed that:
H3. The effect of consumers attitude towards mall attributes on their shopping
frequency (H3a), money spent in the mall (H3b), and time spent in the mall
(H3c) is mediated by their shopping intention.
Research methodology
Questionnaire development
A survey questionnaire was developed based upon a comprehensive review of related
literature. The questionnaire was written in English and translated into Chinese and
then back-translated into English by three independent, professional, bilingual
translators to ensure consistency and translation equivalence (Douglas and Craig,
1983; Hui and Triandis, 1985). Original and back-translated versions were compared
for equivalence and measures were refined where necessary. The questionnaire was
then pre-tested using a convenience sample of 30 respondents. After completion,
suggestions and comments were collected from respondents to identify potential errors
in terms of the wording, phrasing and sequencing of questions, which were then

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corrected. Items with similar meaning, which could not be clearly distinguished, were
eliminated. The 30 respondents in the pilot test were then excluded from the final data
set.
Measures
Previous studies have adopted the List of Values (LOV) to measure personal values
(e.g. Homer and Kahle, 1988; Shim and Eastlick, 1998). Nevertheless, the LOV has been
criticised for not being a stable instrument when applied across cultures (Watkins and
Gnoth, 2005). It is too broad to measure specific shopping behaviour (Hansen, 2008).
Therefore, this study adopts the Schwartz Value Survey (SVS) (Schwartz, 1992) to
measure personal values as it:
.
exhibits both external and convergent validity;
.
uses both Western and non-Western sources to derive cultural value dimensions;
and
.
controls for meaning equivalence (Schwartz, 1999).
Due to space constraints, a shortened version of Schwartzs Value Survey was adopted
in the present study. The shortened scale was modified by Kim (2002) based on three
past studies (Maio and Olson, 1995; Stern et al., 1995; Schultz and Zelezny, 1998). A
total of 22 items were selected from the original 57-item Schwartz Value Survey (SVS)
(Schwartz, 1992) to measure personal values. Although these 22 items were originally
modified to fit a pro-environmental behaviour context, they also appeared to be
centrally located and occurred most frequently in each of Schwartzs ten primary
values types (Kim, 2002). Therefore, it is believed that the scale should also pertain to
the present study. Respondents were asked to rate each item on a nine-point unipolar
scale with the end points not important at all and of decisive importance as a
guiding principle in my life. The respondents were instructed to read the list of values
first, then list out the value that was most important to them, and then list out the value
most opposed to their values. They were then required to rate the remaining values
based on their importance.
Consistent with a previous study (Shim and Eastlick, 1998), attitude was assessed
using the multivariate attribute model (Fishbein and Ajzen, 1975). Based on a
comprehensive literature review (e.g. Bellenger et al., 1977; Wong et al., 2001; Sit et al.,
2003), an initial list of mall attributes (27 items) were identified (see the Appendix for
details). As these attributes were mainly derived from a Western context, a focus group
was then conducted to finalise the mall attributes that specifically match the present
study. The focus group was comprised of five female respondents with a range of ages
between 20-45 with different social class, occupations and income levels. Based on the
results, 22 mall attributes were selected to measure respondents attitude towards
shopping malls (see the Appendix). These attributes cover categories like
merchandising, service, accessibility, entertainment, and atmospherics. Based on the
mean ratings, the ten most important attributes were selected to represent the most
salient attributes (Engel et al., 1993; Shim and Eastlick, 1998). Respondents were first
asked to indicate the importance of each mall attribute, using a six-point scale
(1 extremely unimportant; 6 extremely important), they were then asked to
indicate the extent to which the mall that they shop at the most frequently was
perceived to be similar for each of these characteristics along another six-point scale

(1 strongly disagree; 6 strongly agree). A six-point scale was adopted because of the
potential problem of courtesy-bias on the part of Asian respondents (Ayer, 1970), who
tend to select the middle path to maintain harmony, which can result in a high number of
neutral responses. Belief ratings for each attribute were multiplied by respective
importance ratings to provide an expectancy-performance measure of each attribute (i.e.
attitude toward mall attributes). This approach has a basis in theory proposed by
Fishbein and Ajzen (1975, p. 223), which states attitudes are based on the total set of the
persons salient beliefs and the evaluations associated with those beliefs.
Based on a meta-analysis on 87 studies, Sheppard et al. (1998) suggest that the
intention-behaviour relation is stronger when an estimation measure (e.g. It is
likely/unlikely that I will do X) is used. Individuals estimates are likely to include some
consideration of needed resources, abilities, skills and experience, the cooperation of
others, and so on. It appears that individuals do well when they try to estimate their
own future performance of various goals, because intervening factors are taken into
account as they attempt to estimate whether they will achieve their goals (Sheppard
et al., 1998). Therefore, as an estimation measure for intention, Macintosh and
Lockshins (1997) four items were employed in the present study. After the pilot test,
one item was removed due to its similar meaning with other items. An example being
In the future, my shopping at this mall will be very likely.
In a previous study (Shim and Eastlick, 1998), shopping behaviour was
operationalised by calculating the average monthly expenditure at the mall. In this
study, shopping behaviour was assessed by examining consumers shopping
frequency, money and time spent in the mall. It is expected that by doing so, the
effect of personal values on specific types of shopping behaviour can be examined, thus
provide further insights for researchers.
The shopping mall in the present study was specified as any regional shopping mall
that the respondents had visited during the past three months. Respondents were
asked to write down the name of the mall that they visited to further confirm that they
did not confuse the malls with other shopping venues.
Sampling and data collection
Given that the objective of this study is to derive theoretical generalisability, not
population generalisability, convenience sampling was employed. As street intercept
surveys are prohibited in China, this study mainly utilised an online survey when
collecting the data. The website of the questionnaire was posted at several big online
communities (e.g. the local BBS, forums etc.), where a large number of potential
respondents could be accessed. In order to encourage participation, a cash drawing was
provided. A smaller number (around 25 per cent) of hard-copy surveys were
distributed with convenience sampling at the same period of time to minimise potential
sampling bias (Schaefer and Dillman, 1998; Illieva et al., 2002). An independent sample
t-test indicates that no significant differences can be found between the data that
collected from the two sources.
A total of 320 usable questionnaires were obtained with a response rate of 30 per
cent. The relatively low number of usable surveys obtained is because many
respondents did not understand what a regional shopping mall is, confusing it with
other shopping venues such as department store, greater merchandiser or anchor
supermarket within a shopping mall, likely because the format is relatively new. After

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cleaning and editing the data, the final number of questionnaires with no missing
values for all variables under analysis was 305.
Respondent characteristics
As shown in Table I, two-thirds of the respondents are female and single. A large
proportion of them (95 per cent) fall between the 20 to 38 year age range. More than half
the respondents have a bachelors degree or higher and hold white-collar positions.
Around 50 per cent of respondents have moderate monthly income between 2,000 to
6,000 Yuan (See Table II).
Results of analysis
Byrne (2010) asserts that confirmatory factor analysis (CFA) of a measuring
instrument is most appropriately applied to measures that have been fully developed,
and their factor structures previously validated. The Schwartz Values Survey scale
Characteristic

Table II.
Respondent profiles

Gender(%)
Male
Female
Age (%)
20-26 years old
27-38 years old
39-50 years old
51-67 years old
Marital status (%)
Single
Married
Divorced
Others
Education (%)
Junior High and below
High School
Diploma
Bachelor
Master
PhD
Occupation (%)
White collar
Blue collar
Student
Private business
Retired
Unemployed
Income (%)
Under 2,000 Yuan
2,000-4,000 Yuan
4,001-6,000 Yuan
6,001-80,000 Yuan
80,001-10,000 Yuan
10,000 Yuan and above

%
33.8
66.2
56.7
38.7
3.9
0.7
65.9
31.1
0.3
2.6
0.7
5.9
23.9
62
5.6
2
67.2
3.9
19.3
4.6
0.3
4.6
31.8
30.8
20.3
6.2
6.2
4.6

employed in the present study has been tested in over 200 studies in more than 60
countries among different respondents (Schwartz and Boehnke, 2004), and serves as a
qualified candidate for CFA. However, researchers in previous values studies (e.g.
Homer and Kahle, 1988; Jayawardhena, 2004; Shim and Eastlick, 1998) suggest
running a principal component factor analysis with a varimax rotation prior to a direct
CFA test. This is due to following reasons:
.
the importance of personal values dimensions tend to be varied upon situational
factors in different contexts (Kahle, 1983; Homer and Kahle, 1988; Beatty et al., 1991);
.
it is suggested that resultant factors should be used in a causal modeling
technique (Kahle and Kennedy, 1989) to avoid single-item measurements that are
frequently raised in value surveys (Braithwaite and Scott, 1991); and
.
the running of EFA is regarded as a necessary procedure prior to assessing
reliability of multi-item constructs (Anderson and Gerbing, 1988).
Three factors, namely Self-transcendence (ST), Self-enhancement (SE), and Openness
to change (OPEN) were extracted from the factor analysis results, explaining 54.8 per
cent of variance for the samples. Only one item of the Conservation value was left and
it fell into the ST factor.
Note that shopping frequency, money, and time spent, are all measured by
single-item scales in the model, therefore, they were adjusted to reflect estimated
variance. Using the level of reliability (0.85) employed in previous studies (Shim and
Eastlick, 1998), the error variance for each variable was estimated at 0.15 (1-reliability)
(Hair et al., 2006, p. 857).
Confirmatory factor analysis
In the present study, SPSS 16.0 and structural equation modeling via AMOS 17.0 are
used to test the hypotheses. Before proceeding with structural equation modeling
(SEM), confirmatory factor analysis (CFA) was performed initially to validate the
scales measuring the constructs (Hair et al., 2006).
As can be seen from Table III, the results of the measurement model indicate that
the factor loadings of the latent variables are generally high and statistically
significant (i.e. . 0.50, p , 0.001). The fact that all t-tests are significant indicates that
all items are measuring the construct they are associated with. Convergent validity
may be further evidenced if each indicators standardised loading on its posited latent
construct is greater than twice its standard error (Anderson and Gerbing, 1988). The
results indicate that all items under investigation meet this requirement. Discriminant
validity is demonstrated if both AVEs are greater than the squared correlation (Hair
et al., 2006), and was met by both samples.
As shown in Table III, the AVE for several variables are below 0.50. Hatcher (1994,
p. 331) notes that very often variance extracted estimates will be below 0.50.
Fortunately, AVE is not the only diagnostic measure to assess convergent validity.
Given their acceptable composite reliability values (. 0.60) (Bagozzi and Yi, 1988), and
item loadings (. 0.50), the convergent validity of the scales was established.
Structural equation model and the test of hypotheses
After confirming the fit of the measurement models with the data, the hypotheses are
then tested with AMOS 17.0. The value-attitude-behaviour model was tested initially,

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301

Table III.
Factor loadings,
reliability and related
information for CFA
0.66
0.62

0.83

0.81

0.62
0.62

0.82

0.79

0.59

0.42

0.36

0.51

0.42

AVEb

0.668d
0.822
0.796

0.557d
0.698
0.646
0.685
0.592
0.687
0.655

0.637d
0.561
0.589

0.860d
0.522

0.599d
0.655
0.564
0.709
0.688

Std factor loading

0.093
0.095

0.130
0.158
0.154
0.148
0.150
0.141

0.136
0.157

0.166

0.108
0.114
0.126
0.104

Std error

11.025
10.944

8.738
8.335
8.637
7.875
8.654
8.403

6.339
6.456

3.874

8.536
7.686
8.962
8.805

Critical ratio (t-value)c

Notes: aComposite reliability assesses the internal consistency of items in a scale (Hatcher, 1994); bAVE (Average Variance Extracted) assesses the
amount of variance captured by an underlying construct in relation to the amount of variance resulting from measurement error (Hatcher, 1994); cAll ttests were significant at p , 0.001; dThe first l path for each construct was set to 1, therefore, no SEs or t-values are given; ST: Self-transcendence, SE:
Self-enhancement, OPEN: Openness to change

0.78

0.80

Composite reliabilitya

302

ST
CON2
ST4
ST3
ST2
ST1
SE
SE4
SE3
OPEN
OPEN3
OPEN2
OPEN1
ATT
Price level
Merchan.quality
Return
Checking
Atmosphere
Security
Cleanness
Intention
INTEN1
INTEN2
INTEN3

Cronbachs alpha

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the results indicated that the model demonstrates a moderately acceptable fit with the
data x2 372:941; df 166; x2 =df 2:247; p 0:000; GFI 0:89; CFI 0.86,
RMSEA 0.064). As shown in Figure 4, after deleting the non-significant paths (i.e.
openness to change values to attitude, attitude to time spent), the model yielded a x2
value of 237.220 p 0:000 with 117 degrees of freedom, x2/df of 2.028, and a GFI of
0.92, CFI of 0.91, RMSEA of 0.058. Both the GFI and CFI value were larger than the
suggested cutoff of 0.9 (Hu and Bentler, 1999), the ratio of chi-square to degrees of
freedom (x2/df) of 2.028 indicated a good model fit (Hair et al., 2006). A root mean
square error of approximation (RMSEA) of 0.058 indicated an acceptable fit. According
to Browne and Cudeck (1993), a RMSEA value of 0.05 indicates a close fit, and values
up to 0.08 suggest reasonable fit. Overall, the model demonstrates an acceptable fit
with the data. H1 proposes that consumers who place more importance on
self-transcendence and conservation values are more likely to generate a favourable
attitude towards mall attributes as compared to those who place more importance on
openness to change and self-enhancement values. As hypothesised, self-transcendence
value has a positive effect on attitude towards mall attributes, namely:
.
price level (MER1);
.
merchandise quality (MER3);
.
return policy (MER4);
.
fast checking (SER5);
.
atmosphere (ATM2);

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303

Figure 4.
Final structural model of
the influence of values on
attitude and mall
shopping behaviour

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304

Figure 5.
Final structural model of
the influence of values on
attitude, shopping
intention and mall
shopping behaviour

.
.

security (ATM6); and

cleanness (ATM7) (gST 0.57, p , 0.001).

The openness to change value does not have any influence on attitude ( p . 0.05).
Unexpectedly, the self-enhancement value has a positive effect on attitude g SE 0:17;
p 0:018: Therefore, H1 is partially supported.
H2 proposed that consumers attitude towards mall attributes relate positively to
their shopping frequency (H2a), money spent in the mall (H2b), and time spent in the
mall (H2c). According to the results of the analysis, attitude has a positive effect on
shopping frequency bATT 0:23; p 0:002 and money spent in the mall
(bATT 0.18, p 0:025 (See Figure 4). However, attitude does not have any effect
on consumers time spent in the mall ( p . 0.05). That is, the more consumers have
favourable attitudes toward salient mall attributes, the more likely they will visit the
mall frequently and spend more money during their visit, but it is not likely that they
will stay longer in the mall. Additionally, it is found that consumers time spent in the
mall has a positive influence on the amount of money spent during their visit (b 0.38,
p , 0.000). Compared with attitude b 0:18; p 0:025; time spent in the mall has a
stronger effect on consumers money spent in the mall. Therefore, H2a and H2b are
supported, but H2c is not supported.
The value-attitude-intention-behaviour model was then tested to justify H3. H3
predicted that shopping intention mediates the relationship between attitude and
shopping frequency (H3a), money spent (H3b) and time spent in the mall (H3c). As
shown in Figure 5, the final model yielded a x2 value of 486.214 p 0:000; with 225
degrees of freedom, GFI of 0.88, CFI of 0.86, RMSEA of 0.062. After deleting the

non-significant paths (i.e. openness to change values to attitude, attitude to time spent),
the model yielded a x2 value of 338.115 p 0:000; with 167 degrees of freedom, GFI
of 0.90, CFI of 0.90, RMSEA of 0.058. A further test indicated that this model was
significantly different from the previous one Dx2 100:895;Ddf 50; p 0:000;
and the model demonstrated an acceptable fit to the data. As hypothesised, attitude has
a positive effect on consumers shopping intention b 0:47; p , 0.001), shopping
intention has a positive influence on total money spent in the mall b 0:20;
p 0.009) and shopping frequency b 0:27; p , 0.001) (See Figure 5). However,
shopping intention has no effect on time spent in the mall ( p . 0.05). The results of the
analysis suggest that the stronger the consumers intention to shop, the more likely
they will visit the mall frequently and spend more money during their mall visit, but it
is unlikely that they will stay longer in the mall. In order to formally examine the
mediating effect of shopping intention, Baron and Kennys (1986) three-step procedure
was adopted. Baron and Kennys (1986) procedure suggests researchers should test:
Y fX; M fX; and then Y fM; X; to examine if Xs effect on Y is mediated
by M. The first step shows that attitude has a positive effect on shopping frequency
( p , 0.001) and money spent ( p , 0.05), given the absence of shopping intention. The
second step shows that attitude has a positive effect on shopping intention ( p , 0.001).
Step three shows that shopping intention has a positive effect on shopping frequency
( p , 0.001) and money spent ( p , 0.05). However, a direct relationship between
attitude and shopping frequency and money spent became insignificant, given the
presence of shopping intention. The results confirm a complete mediation of shopping
intention between attitude and shopping frequency and money spent. Based on the
findings, it is concluded that H3a and H3b are supported but H3c is not.
Discussion and conclusion
The findings of the present study reveal that Chinese who place more importance on
self-transcendence and self-enhancement values are more likely to have a favourable
attitude toward malls than those who place more importance on openness to change
values, although the predictive power of self-transcendence exceeds the
self-enhancement value. Consumers who have a favourable attitude towards malls
are more likely to visit the mall frequently and spent more money during their mall
visit. However, it is unlikely that such attitude will lead to longer time spent in the mall.
The findings confirm that a value-attitude-behaviour (VAB) hierarchy is not only
established in a Western context but also exists in the Chinese context. Additionally,
shopping intention is found to mediate the relationship between attitude and shopping
frequency and money spent in the mall. The predictive power of attitude improves
when taking the shopping intention into account. That is, consumers who have a
favourable attitude toward attributes of malls are more likely to form an intention to
shop. Consequently, such intention leads to higher frequency of mall visit and more
money spent in the mall. Shim and Eastlick (1998) argue that in addition to attitude,
other factors may exist to influence consumers mall shopping behavior, given the
contextual nature of such behaviour. The findings of this study lend empirical support
to their argument. It is suggested that personal values can better influence consumers
mall visit frequency and money spent during mall visit through their attitude and
shopping intention. In short, a value-attitude-intention-behaviour (VAIB) hierarchy
may work better to understand Chinese consumers mall shopping behaviour.

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Nevertheless, the findings should be interpreted cautiously, given the absence of an

attitude-time spent and an intention-time spent links, which reveal that neither a VAB
nor a VAIB model can explain consumers time spent in the mall. A stronger predictive
power of time spent on money spent than attitude suggests that in addition to
promoting a favourable attitude for mall shoppers, making them stay longer in the
mall may also help stimulate their money expenditure. The findings may also shed
additional light on the value- time spent relationship, which may be intervened by
variables other than attitude and shopping intention.
Personal values that influence mall shoppers attitude toward mall attributes
A number of scholars argue that people shop for the benefit of value fulfillment (e.g.
Kahle and Kennedy, 1989; Shim and Eastlick, 1998). Both self-transcendence and
self-enhancement values have positive influence on consumers attitude towards mall
attributes. Additionally, the predictive power of self-transcendence exceeds that of the
self-enhancement value. Previous researchers propose that the self-transcendence value
relates to protecting and enhancing the wellbeing of those with whom one has close
contact, as well as the welfare of all people and nature (Schwartz, 1994, 1997; Egri and
Ralston, 2004). Driven by these values, it is likely that first and foremost, Chinese
consumers may visit a mall to satisfy their functional needs. The self-enhancement value
relates to achieving personal success through demonstrated competence, attaining social
status and prestige, and control over others (Schwartz, 1994, 1997; Egri and Ralston,
2004). In addition to buying, it is possible that some shoppers may consider shopping in
a mall, which is frequently positioned with a luxury image, as a way to demonstrate their
face or social status. The findings lend support to recent research conducted by Tai
(2008). In an attempt to investigate the relationship between personal values and
shopping orientations of working adults in Shanghai, Taipei, and HongKong, Tai (2008)
finds that the self-actualisation value plays the most important role to influence
consumers shopping orientations. Based on the findings, she further proposes that
consumers who highly value respect, self-fulfillment, and sense of accomplishment may
enhance their self-image through buying expensive products at exclusive stores. Thus,
while variety and superb quality of merchandise remain critical to attract shoppers, the
products and services tailored for meeting their symbolic needs may enhance the
attractiveness of the mall. Given the joint weight of the self-enhancement value and face
consciousness, it may be easier to understand why the majority of malls in China are
positioned as upscale shopping venues. Nonetheless, as Shim and Eastlick (1998) argued,
to some extent, such a luxury image may keep those price-conscious shoppers away, as
they may view higher-order products synonomous with expensive prices. Therefore, this
may be one of the main reasons that many malls are losing their market share to other
shopping venues, which offer more competitively priced goods. This may be especially
true for shoppers who seek products for private consumption, wherein price is a key
concern for them (Li and Gallup, 1995; Scarry, 1996).
A key assumption of the present study is that values are culturally determined
(Rokeach, 1973), therefore, to some extent, the personal values that guide Chinese
consumers mall shopping behaviour should be correlated with their core cultural
values. As expected, the importance of self-transcendence values lend support to this
notion. Nevertheless, the importance of self-enhancement values, which are more likely
to guide mall shopping behaviour of Western shoppers, is completed unexpected. To

some extent, the findings challenge Rokeachs (1973) proposal. Additionally, the
findings reveal that the importance of values is contextually-driven. Put together, the
importance of values are determined, not only by culture, but also by context.
Effects of attitude towards mall attributes on mall shopping behaviour
Consistent with previous findings that there is a positive relationship between
favourable attitude and shopping behaviour (Homer and Kahle, 1988; Shim and
Eastlick, 1998), a positive link between attitude and two aspects of mall shopping
behaviours is found in the present study. Favourable attitude towards mall attributes
is found to encourage shopping frequency and stimulate money spent in the mall. That
is, the more favourable attitudes the Chinese have towards a shopping mall, the more
frequently they will visit the mall and the more money they are likely to spend in the
mall. However, attitude has a relatively stronger effect on shopping frequency than
money spent in the mall. The absence of an attitude-time spent relationship may be
explained that as Chinese are more utilitarian-driven shoppers, they tend to spend less
time in the mall (Tsang et al., 2003). Their main task is to buy, thus once they finish the
purchase, they are more likely to leave quickly. There are several possible reasons for
their frequent visits. As the majority of the Chinese respondents are young and with a
relatively low budget to shop, they may be trying to minimise expenditures in any
given trip. The broader range of goods and services provided by the mall compared to
other shopping venues (e.g. supermarket, department store and so on) may induce
them to visit the mall frequently in order to update or collect product information.
Effects of shopping intention on mall shopping behaviour
An important finding of this study is the stronger predictive power of shopping intention
rather than attitude on shopping frequency and money spent in the mall. The finding
reveals that the attitude-shopping frequency and attitude-money spent links can be
improved by taking the mediating effect of shopping intention into account. A number of
researchers argue that the effect of intentions in the attitude-behaviour relationship could
vary along with the level of effort needed to perform the behaviour (Bagozzi and Yi, 1988;
Bagozzi et al., 1990; Schultz and Oskamp, 1996). According to Bagozzi et al. (1990),
behaviour that requires much effort are mostly determined deliberately and result from
conscious thought processes before forming behavioural intentions. Likewise,
behaviours that require little effort are guided by less deliberate thoughts thus are
directly stimulated by attitudes. In other words, when the behaviour requires substantial
effort, the mediating role of intentions will be strong, and attitudes will have only indirect
effects on behaviour. In contrast, when the behaviour requires little effort, attitudes will
influence behaviour directly and the mediating role of intentions will be reduced.
The notion that Chinese mall shoppers are more likely to be driven by utilitarian
motivations has been well documented in the literature (e.g. Tse, 1996; Tsang et al.,
2003; Li et al., 2004). Utilitarian shoppers tend to view shopping as work or a burden,
rather than fun (Rao and Monroe, 1989; Sherry, 1990; Nicholls et al., 2000), and they are
more time conscious than recreational shoppers (Hansen et al., 1977; Bellenger and
Korgaonkar, 1980). Moreover, it is reported that the majority of Chinese do not consider
shopping an attractive leisure activity (Chang, 2004; Tai, 2008). Thus, it is possible that
much effort or deliberate conscious evaluation concerning the mall visit will be
required for them to make their visit decision. Consequently, the intention to shop or

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not to shop will be more likely to form as the end result of the evaluation of the
behaviour.
Reisinger (2009) proposes that for Chinese, shopping is a task that needs planning
beforehand. Therefore, there is no surprise when consumers form strong intentions to
shop, as they may visit the mall even more frequently to gather information about the
product or services prior to their purchase. With an intention to shop in their mind,
together with the rich product information, there is no doubt they will be more likely to
spend their money eventually. Due to planning prior to their shopping trip, it is
unlikely that they need to spend more time in the mall.
Implications and directions for future research
The results of the present study underscore some important implications for mall
management. Previous mall researchers made great efforts to understand consumers
mall shopping behaviour by investigating their shopping orientations and selection
criteria (e.g. Arnold and Reynolds, 2003; El-Adly, 2007). However, rather than how
consumers are different, what is more crucial to mall managers today is perhaps to
figure out why they are different. Given that there are increasing numbers of
homogeneous malls and more sophisticated and diversified consumer needs and
wants, mall managers who understand the underlying reasons behind behaviour may
gain advantages to position a distinctive mall image to retain their existing shoppers
and win over new shoppers from their competitors.
Although this study is primarily theoretical, it is believed that the conceptual
relationships between personal values and other variables may provide a useful
framework for managerial decision-making and problem diagnosis.
First, rather than just answering how consumers are different, this study helps mall
managers to understand why consumers are different, by learning their value
orientations. Mall managers can stress those underlying values in all respects of their
marketing strategies. For example, promotional strategies built upon self-transcendence
and self-enhancement values may be effective to appeal to potential shoppers.
Second, personal values orientation could be used as an alternative segmentation
basis. By identifying underlying personal values that determine consumers mall
shopping behaviour, mall managers can gain insightful understanding about why
consumers are different in their shopping behaviour. Value systems are found to
provide richer and more meaningful descriptions of the underlying motivations that
drive each segment (Kahle and Kennedy, 1989; Kamakura and Novak, 1992).
Theoretically, different cultural values may influence shopping motivations and
behaviour. Howard (1997) proposes that grouping consumers with similar values will
provide segments with similar choice criteria and behaviours. In aggregate, Chinese
shoppers appear to be more utilitarian. Thus, mall managers should standardise their
marketing strategies when targeting segments that share similar value orientations.
Third, this study provides a practical guideline for managers to develop effective
positioning strategies. According to the results of this study, a unique and favorable
mall image could be positioned by corresponding to target consumers value
orientations and focusing on their preferred mall attributes. By identifying target
consumers underlying personal values that determine their shopping behaviours,
managers will gain an inner-oriented understanding of their shoppers, thus helping
win them emotionally and enhance their patronage. For instance, an image that

stresses the variety of products and services may be likely to attract Chinese shoppers.
On the other hand, the mediating role that attitude play implies that by focusing on
salient mall attributes that are favored by the target consumers, mall managers will be
able to position a mall image to attract them functionally. Putting these together, a
unique image that mirrors both emotional and functional needs and wants of
consumers could create a competitive advantage that is more difficult to be duplicated
by competitors. In addition, mall managers can evaluate their positioning strategies by
checking whether they focus on the appropriate values and mall attributes.
Fourth, the predictive power of favourable attitude towards salient mall attributes
for shopping behaviour can help mall managers make appropriate investment
decisions and help them to predict the return of such investments. That is, mall
managers will be able to figure out whether a new attribute should be developed and
how the new investment would likely affect consumers shopping behaviour.
Fifth, given the important role that shopping intention plays in mediating the
attitude-behaviour link, mall managers may want to try to help shoppers form their
shopping intentions. One of the ways to stimulate shopping intention is to establish
favourable atmospherics (Darden et al., 1983; Schlosser, 1998). Among many elements
that contribute to atmospherics, mall managers can focus on music, as it can increase
shoppers excitement (Wakefield and Baker, 1998), and it is one that can be easily
controlled, inexpensive to produce and can be predicted based on shoppers age or
lifestyle (Yalch and Spangenberg, 1993). A recent study reveals that happy music liked
by consumers can effectively stimulate female shoppers shopping intention
(Broekemier et al., 2008). Moreover, a number of researchers propose that highly
satisfied shoppers are more likely to form positive repurchase intentions (Stoel et al.,
2004; Grace and OCass, 2005). It is likely that consumers satisfaction levels may
derive from their evaluation of the functional aspects of the mall attributes. Mall
managers may identify these attributes by studying the gap between customer
expectations towards these attributes versus their malls actual performance.
Finally, an important finding that should not be ignored is the positive influence of
time spent on money spent in the mall. It is vital to keep the shoppers staying in the
mall longer. As Chinese are more likely to shop for utilitarian reasons, recreational
facilities that are popular in the West may be less attractive. Mall managers can
diversify the goods and services provided in the mall, such as adding bookstores,
beauty salons, post office, banks, clinics, laundry services, tutorial schools and so on to
provide shoppers with more convenience and reasons to stay in the mall longer.
Future researchers may wish to examine how the embedding of personal values
within marketing communications for malls affects consumers responses (such as
attitude, preference or visitation). Researchers may also try to segment mall shoppers
based on their underlying values, if not culturally, then perhaps by generational cohort
or other psychographic groupings to explore relationships between values, attitudes
and behaviours. In addition, it would be beneficial to identify underlying factors that
contribute to mall shoppers shopping intention. Previous studies reveal that
attitude-intention (Bagozzi et al., 2000; Lee, 2000) and attitude-behaviour relation
(Kashima et al., 1992; Kacen and Lee, 2002) are weaker in collectivistic than
individualistic cultures. Future studies may test the two models in this study between
China with other Western countries to explore differences. Additionally, future studies
could contrast similarities or differences between other countries within Asia, or within

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the EU or South America, to further explore differences between similar cultures, such
as those labelled collectivistic or individualistic. A more comprehensive model that
includes the moderating effect of level of effort required to conduct the behaviour
might be added into the value-attitude-intention-behaviour model, which may help
researchers gain further insight into the value-behaviour relationship.
Finally, future studies may adopt a probability sampling method to improve the
generalisability of the results.
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Appendix

Category

Attributes

Merchandising

Merchandising variety
Reasonable price level
Merchandise styling/fashiona
Availability of supermarketa
Availability of imported goodsa
Merchandise quality
Frequent sales promotion
Frequent sales promotion

Return policy
Accessibility
Services

Convenient location
Ease of parking
Vertical transportation
Assistance at information desk
Knowledge of employees at information desk
Courtesy of personnela
Resting seats
Resting seats

Ease of parking
Atmospherics

Air-conditioning
Delivery service of goodsa
Atmosphere (Pleasant background music, fashionable colour scheme,
modern decor)
Good reputation of the mallb
Cleanliness
Layout
Adequate and well-designed entrance
Uncrowded store
Adequate and well-designed entrance

Uncrowded store
Security in the mallb
Table AI.
List of mall attributes
before and after focus
group

Entertainment

Late closing houra

Availability of entertainment facilities (i.e. cinemas and game zones)
Occasional entertainment (i.e. fashion shows and lucky draws) a
Availability of food court/restaurant

Note: aEliminated item after the focus group; bItem added after the focus group

About the authors

Originally from China, Yuanfeng Cai has lived in Thailand for around 15 years, and enjoys
research related to consumers shopping behaviour in different channels and different cultures.
Yuanfeng Cai is the corresponding author and can be contacted at: bonniecyf@yahoo.com.cn
Originally from the USA, Randall Shannon has lived in Thailand for the past 17 years, and
enjoys studying retailing and various aspects of cross-cultural consumer behaviour. Randall has
engaged in various research projects funded by industry, government and academia. He has
published more than 40 conference papers and journal articles to date.

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317

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