Journal of Retailing and Consumer Services 21 (2014) 610618

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Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser

The effects of mall renovation on shopping values, satisfaction and

spending behaviour
Jean-Charles Chebat a,c,n, Richard Michon b, Narjes Haj-Salem a, Sandra Oliveira a
a
HEC Montreal, 3000, Chemin de la Cte-Sainte-Catherine, Montreal, QC, Canada H3T 2A7
b
Ted Rogers School of Management, Ryerson University, 350 Victoria Street, Toronto, ON, Canada M5B 2K3
c
Technion-Israel Institute of Technology, Israel

art ic l e i nf o a b s t r a c t

Article history: Managers renovate malls to keep up with newer shopping centres and retail formats that erode trafc.
Received 7 January 2014 This paper investigates shoppers' psychological processes that trigger changes in spending behaviour in
Received in revised form the renovated mall. Renovation has a direct impact on the perception of the mall atmosphere and an
23 April 2014
indirect one on shoppers' hedonic and utilitarian values, satisfaction, and spending. Renovation affects
Accepted 23 April 2014
shoppers' spending through the perception of utilitarian shopping benets.
Available online 23 May 2014
This study is the rst of its kind to explore the effects of mall renovation on shoppers' spending. It
Keywords: focuses on the effect of renovations on shoppers' holistic perception of the mall atmosphere. The
Shopping mall hedonic benet contributes more to shoppers' satisfaction than does the utilitarian value. However, the
Atmosphere
utilitarian value affects shoppers' spending while the hedonic value does not.
Shopping values
& 2014 Elsevier Ltd. All rights reserved.
Shopping behaviour
Mall renovation
Spending behaviour

1. Introduction The face lifting of a mall combines numerous changes ranging

Shopping malls begin to decline at about age 15 in the absence
of substantial addition or renovation (Flynn, 1987, p. 120).
Managers renovate malls to keep up with newer shopping centres
and retail formats that erode trafc. Strategic deterrence can
explain shopping centre renovations and expansion decisions
(Clapp et al., 2011). The law of commercial gravity (Huff, 1963) is
a constant reminder that newer and larger shopping centres are
likely to displace trafc according to their attraction power (size)
and their relative proximity. The International Council of Shopping
Centers (ICSC) found that consumers with similar shopping trips
and trip durations spend less money per visit in malls surrounded
by competition within a 20-mile radius than in malls without such
a competition (Lambert and Connolly, 2001).
As new indoor malls, entertainment, and lifestyle shopping
centres open, retail tenants are also likely to migrate along with
shoppers. Rental income in real terms gradually decreases over
time and renovation costs keep increasing. A mall is due for
renovation when the marginal cost of renovating equals the
marginal loss of rental income (Wong and Norman, 1994).
n
Corresponding author. Tel.: 1 514 340 6846; fax: 1 514 340 6097.
E-mail addresses: jean-charles.chebat@hec.ca (J.-C. Chebat),
rmichon@ryerson.ca (R. Michon), narjes.hajsalem@hec.ca (N. Haj-Salem),
sandra.oliveira@hec.ca (S. Oliveira).
from resurfaced parking spaces, a brand new facade, redesigned
entrances, revamped common areas, spacious corridors, modernised
lighting, improved signage, uid shopper circulation, enhanced key
tenant's visibility, and reorganised store layouts (Feldman, 2004). For
DTZ (http://www.dtz-ugl.com), a Chicago-based worldwide property
manager, mall refurbishing increases the value of the retail space,
improves the functionality, and reposition the facility in the market
through its development and change of tenant-mix (DZT, 20012).
Increased revenues from refurbished malls are derived from
both higher shopper trafc and enhanced shopper spending. This
paper investigates shoppers' psychological processes that trigger
changes in spending behaviour. The theoretical model pinpoints
the mediating constructs hypothesised to relate the renewed
environment to incremental spending. The model was tested by
administering a questionnaire to shoppers visiting a mall before
and after the completion of the renovation works. Perceived
shopping benets and satisfaction mediate the relationship
between the renovated mall atmosphere and spending behaviour.
This study is the rst of its kind to explore the effects of mall
renovation on shoppers' spending. It focuses on the effect of
renovations on shoppers' holistic perception of the mall atmosphere.
Hedonic and utilitarian shopping values do not play symmetrical
roles. The hedonic benet contributes more to shoppers' satisfaction
than does the utilitarian value. However, the utilitarian value, which
has been widely ignored in the literature, affects shoppers' spending
while the hedonic value does not.

http://dx.doi.org/10.1016/j.jretconser.2014.04.010
0969-6989/& 2014 Elsevier Ltd. All rights reserved.
 J.-C. Chebat et al. / Journal of Retailing and Consumer Services 21 (2014) 610618
H1
Utilitarian
Value
H3a H4a
H2
H5
Mall
Renovation Atmosphere Satisfaction
H3b H4b
Hedonic
Value
Fig. 1. Theoretical model.
The conceptual framework outlines that (a) the renovated mall
mediates the holistic perception of ambient factors making up the
mall atmosphere, (b) the perceived mall atmosphere inuences
hedonic and utilitarian shopping values, (c) shopping values
mediate shopper satisfaction, and (d) satisfaction, in turn, impacts
shoppers' spending (Fig. 1). The model is tested in situ, using a
quasi-experimental Partial Least Square model (PLS), with a before
(n 262) and after (n 283) sample.
2. Conceptual framework
2.1. Effects of mall renovation on spending
The empirical ndings regarding the effects of renovations on
economic performances point in opposite directions. On the one
hand, Gomez et al. (2004) found that renovated stores show
higher changes in sales performance. LeHew and Fairhurst (2000)
also report convergent ndings: Renovating a centre benets
tenants as well as mall owners. Sales volume and market share
improve. Renovation was recommended as one key solution to
improve shopping malls nancial situation (Carlson, 1991). This
strategy is based on the general knowledge mall managers have, as
reported in the trade press.
On the other hand, the International Council of Shopping
Centres (ICSC) reports that mall refurbishment completed in the
prior 12 months has no effect on the number of visits or the
amount of spending per trip. Duration of shopping trips in
renovated malls is slightly longer than in those that have not been
renovated. Lambert and Connolly (2001) conclude that shoppers'
response is not overwhelmingly favourable to renovation and
expansion activities. More importantly, they suggest that other
factors such as tenant mix and the presence or absence of some
retailers may play a bigger role. Effective mall renovation requires
more than cosmetic changes. Attracting the right tenant mix is
just part of this turnaround strategy (Feldman, 2004) to create a
new shopping ambiance.
H1. Mall renovation has no direct effects on shoppers' spending.
Its inuence is mediated by the perception of the mall atmo-
sphere, shopping values and shopper satisfaction.
2.2. Renovation affects the mall atmosphere
A major purpose of renovation is to improve the ambiance of
the shopping venues. Though this relation is intuitively obvious
and vitally important to retailers, no academic research has so far
dealt with it. In contrast, the trade literature underscores articles
where consultants, mall and retail managers demonstrate a high
level of enthusiasm for specic renovations that they assume will
enhance retail atmosphere. For example, renovation enhances a
611
comfortable atmosphere, makes it inviting for shoppers to stay
longer. (Liddane, 2013), creates a more exciting and inviting
atmosphere for shoppers (van den Berg, 2003), and gives malls a
magical ambience at night that it previously lacked (Chain Store
Age, 1992). Mall renovation makes the shopping centres more
attractive to the general public by creating a more trendy atmo-
Spending sphere (Bamrung, 2003), and increases the atmosphere of
festival marketplace (Knapschaeffer, 1990). Moreover, renovation
improves the circulation of the mall (Bodamer, 2010).
The environmental psychology paradigm (Mehrabian and Russel,
1974) best explains the effect of the mall atmosphere on shoppers'
response. Environmental psychologists suggest that shoppers are
likely to react in two contrasting forms of behaviour: approach and
avoidance. Approach is a desire to stay, explore and afliate, and
avoidance is the opposite. Shoppers in a state of approach behaviour
are more likely than others to extend their shopping trip and expose
themselves to additional buying opportunities. In a pleasing
ambiance, shoppers are also in a better mood. Therefore, they are
subject to arousal and more likely to favourably process ambient
cues. Obermiller and Bitner (1984) observed that shoppers who
viewed retail products in an emotionally pleasing environment
evaluated products more positively than consumers who viewed
the same products in a less pleasant atmosphere.
The overall renovated mall design is expected to generate
excitement (Wakeeld and Baker, 1998). Shoppers perceive the
new mall environment in a holistic process rather than piecemeal
(Mattila and Wirtz, 2001; Michon et al., 2005; Gilboa and Vilnai-
Yavetz, 2013). Atmospheric factors should be regarded as a
basket of environmental cues that are perceived as a whole
(Wakeeld and Baker, 1998).
H2. A successful mall renovation favourably mediates the holistic
shopping ambiance.
2.3. Mall atmosphere affects shopping values
Shoppers' response to the mall environment will manifest itself
through hedonic and utilitarian shopping values or benets (Babin
et al., 1994). The hedonic shopping value accounts for the emo-
tions associated with shopping; the pleasure of shopping, escape
from daily routine, being immersed in exciting new products, and
spending time in an enjoyable way. The utilitarian value is goal-
directed, task-oriented, and successfully completed. McGoldrick
and Pieros (1998) note that consumers with strong shopping
motives experience more pleasure and arousal.
Malls enhance hedonic shopping by making shopping a relaxing,
self-gratifying, entertaining and an emotional activity (Westbrook
and Black, 1985; Dawson, Bloch Ridgway, 1990; Babin et al., 1994;
Kang and Kim, 1999; Rintamki et al., 2006.; Millan and Howard,
2007; Teller and Reutterer, 2008). Design, personal space, dcor,
lighting, ambient music, and scents generate emotional responses
and positively inuence shoppers' desire to stay in the mall (Dennis,
2005, p. 46; Donovan and Rossiter, 1982; Wakeeld and Baker, 1998).
Successful mall refurbishing is expected to help shoppers achieve
their shopping objectives. The utilitarian shopping value is driven by
a sense of accomplishment or a goal to obtain sought-after goods
during the shopping trip (Olsen and Skallerud, 2011). Mall store
layout and reshufed tenants improve merchandising. Product and
brand availability has an impact on the utilitarian value (Cottet et al.,
2006). Easier mall access and effective signage facilitate waynding
(Dennis et al., 2010). The reduction of the search time, fatigue and
psychological costs improves the utilitarian shopping value which
impact on shoppers' perceived mall equity and loyalty (Chebat et al.,
2009).
612 J.-C. Chebat et al. / Journal of Retailing and Consumer Services 21 (2014) 610618
H3a. An improved mall atmosphere increases the hedonic shop-
ping value.
H3b. An Improved mall atmosphere increases the utilitarian shop-
ping value.
2.4. Effect of shopping values on shoppers' satisfaction
The retail literature emphasises a strong link between shopping
values and shoppers' satisfaction. Some studies show that both
hedonic and utilitarian shopping values affect satisfaction (e.g.,
Eroglu et al., 2005a). Other researchers observe that the hedonic
shopping value inuences satisfaction to a greater extent than the
utilitarian value (Cottet et al., 2006). Jones et al. (2006) note that
satisfaction is more likely to be inuenced by the non-product-
related, hedonic aspects of shopping than traditional utilitarian
orientations. Similarly, Chang and Fang (2012) posit that, in depart-
ment stores, the hedonic shopping value has a greater effect on
satisfaction and word-of-mouth than utilitarian shopping value.
Conversely, Babin et al. (2007) found that the utilitarian
shopping value affects satisfaction more than the hedonic counter-
part in the case of gift shopping. The authors reason that gift
shopping may be more like work than other shopping trips as
already pointed out by Babin and Attaway (2000). Mgi (2003)
writes, the economic shopping orientation was the motivational
factor with the largest overall impact on customer share. The
extent literature points in two directions:
H4a. The hedonic value increases shoppers' satisfaction visiting
the renovated shopping mall.
H4b. The utilitarian value increases shoppers' satisfaction visiting
the renovated shopping mall.
2.5. Effects of satisfaction on shoppers' spending
The effect of satisfaction on shoppers' spending may seem like
a truism. A number of studies contradict common sense. While the
predecessors of satisfaction have been studied extensively, the
effects of satisfaction on spending have not received the attention
they deserve in spite of their obvious importance.
Anderson and Sullivan's (1993) seminal study looked at the
antecedents to and consequences of customer satisfaction. Their
sample consisted of some 22,000 consumers patronising more
than a hundred stores and services in Sweden. They conrmed the
basic tenet of the Customer Satisfaction-Sales Performance Para-
digm (CSSP) that satisfaction enhances spending.
Other studies tend to conrm the commercial and nancial
effects of satisfaction. Lee and Hwan (2005) conclude their
research on Taiwanese customers in the nancial services, saying
that satisfaction is an antecedent of protability. A similar U.K.
study (Yeung and Ennew, 2001) supports the belief that customer
satisfaction can and does have a measurable impact on nancial
performance.
Some authors propose nuanced ndings related to the effects of
satisfaction on sales. In a service setting, Kamakura et al. (2002)
concludes that satisfaction is a necessary but not sufcient condi-
tion for nancial success: it is important that the branch manager
not only be efcient in achieving superior satisfaction () but also
be efcient in translating such attitudes and intentions into
relevant behaviours. Similarly, for Mittal et al. (2005), the
association between customer satisfaction and long-term nancial
performance is positive and relatively stronger for rms that
successfully achieve a dual emphasis, successfully achieving both
customer satisfaction and efciency simultaneously.
Managers tend to consider as granted the effects of satisfaction on
nancial performance (Mgi, 2003). They should not because most
studies focus on purchase intentions rather than actual purchases
(e.g., Jones et al., 2000; Taylor and Baker 1994). Signicant portions of
customers who claim to be highly satised with a specic store do
not consider this store as their destination of choice (Mgi, 1995).
In the same vein, Mgi (2003) found that the economic shopping
orientation was the motivational factor with the largest overall
impact on customers' share-of-visits and share-of-wallets. Simi-
larly, Keiningham et al. (2008) showed that, unexpectedly, custo-
mers' overall level of satisfaction was not tied to changes in sales.
Bernhardt et al. (2000) point out that most CSSP-related studies
rely on cross-sectional analysis for statistical inference, not on
rm-specic data as did a few studies (e.g. Bernhardt et al., 2000;
Rucci et al., 1998; Anderson and Mittal, 2000). Gomez et al. (2004)
pertinently stresses, [I]t is especially desirable to use rm-specic
data so the linkages between satisfaction and performance are
examined in the context of a rm's strategy. As a store of stores
(Underhill, 2004), the shopping mall provides rm-specic data
before and after renovation, as recommended by Gomez et al.
(2004). However, the statistical nuances pointed out by Gomez
et al. (2004) related to the asymmetry and non-linearity of the
relation cannot be tested here since we have a two-stage process
of improvement. The commonly accepted hypothesis that satisfac-
tion positively impacts purchases is tested:
H5. Satised shoppers in the renovated mall are more likely to
spend more.
3. Methodology
The evaluation of the effects of renovation on mall shoppers was
tested with a before-and-after method. This methodology used in
previous retailing studies (e.g. Downs and Haynes, 1984) can mea-
sure the impact of renovations and tenant additions (Wakeeld and
Baker, 1998). As Downs and Haynes (1984) suggest, quasi-
experimental design provides a high level of external validity. The
contrast between before and after mall renovation is similar to what
was done by Chebat and colleagues in other atmospheric studies,
contrasting the absence or presence of music (Morrin and Chebat,
2005; Eroglu et al., 2005a), and the absence or presence of scents
(e.g., Chebat and Michon, 2003; Chebat et al., 2009).
In this current research project, special attention is paid to
exogenous factors such as socio-demographics and seasonality to
isolate the specic effects of the renovation.
3.1. Sampling and data collection
The data were collected in a major North American regional
shopping mall in 2000. According to the mall owner, about seven
million people visit the mall every year to window shop or
purchase merchandise and services. This mall includes 150 shops,
restaurants, services and cinemas. After 36 years, property owners
were forced to admit that the mall had lost some of its lustre.
Adding pressure, a new 200-store plus lifestyle shopping centre
was about to be built within a few kilometres in a highly central
location. The renovation project modied the architecture of the
building, parking spaces, exterior and interior signage, lighting,
and wall decorations. Based on the mall directory, the refurbish-
ment led to a signicant tenant rollover, attracting new fast-
fashion and cheap chic international chains.
Using the mall intercept technique, 565 self-administered
questionnaires consisting of 21 items, were collected by trained
M.Sc. marketing students. There were 545 usable questionnaires in
the combined dataset. The before (n 262) and after renovation
sample (n 283) was agged with a dummy variable. The before
and after data collection took place in April and September. Each
mall intercept lasted a full week administering questionnaires in
 J.-C. Chebat et al. / Journal of Retailing and Consumer Services 21 (2014) 610618 613

Table 1
Socio-demographic proles.

Before renovation After renovation Total Pearson Chi-square df Sig.

Gender
Female 61% 56% 58% 1.785 1 0.181
Male 39% 44% 42%

Age
1824 yrs 39% 42% 40% 4.724 5 0.450
2534 yrs 15% 17% 16%
3544 yrs 11% 9% 10%
4554 yrs 13% 12% 13%
5565 yrs 12% 13% 12%
65 yrs 10% 6% 8%

Marital status
Married 40% 34% 37% 1.611 2 0.447
Single 45% 49% 47%
Other 15% 17% 16%

Number of children
None 74% 77% 76% 1.018 3 0.797
under 18 yrs
One 9% 9% 9%
Two 12% 10% 11%
Three 4% 4% 4%

Education level
Primary 3% 3% 3% 4.307 4 0.366
Secondary 34% 33% 34%
Post-secondary 28% 33% 31%
University 33% 32% 32%
Not specied 1% 1%

Main occupation
Working 40% 43% 41% 5.62 4 0.229
Studying 30% 32% 31%
Retired 22% 14% 18%
Looking for work 3% 5% 4%
At home 5% 7% 6%
N
Usable quest 262 283 545

proportion of trafc by day of week and time of day. The two
survey weeks were considered by property managers as typical of
the mall activity. Regional twelve-month productivity seasonal
indices for malls are the same for the months of April and
September (International Council of Shopping Centers, 2013).
The before and after cohorts has similar socio-demographic
proles (i.e. gender, age, marital status, number of children under
18 years old, education and occupation). None of the chi-square
statistics in Table 1 is signicant despite the size of the cohorts. In
other words, the renovated mall did not attract different
shopper segments.
3.2. Construct measures
All measurement scales are drawn from the academic literature
for their relevance and their psychometric validity. Table 2
describes all constructs and measurement items. The mall atmo-
sphere scale is derived from Fisher (1974) who identied factors
affecting environmental quality and perceived crowdedness.
Hedonic and utilitarian shopping values are borrowed from
Babin et al. (1994). Items measuring shopper satisfaction are taken
from Maxham and Netemeyer (2002).
Following Bagozzi and Yi (1989), the before and after renova-
tion condition is represented as a dummy (0/1) variable, as in a
quasi-experimental setting. Because there are only two conditions,
this procedure is more parsimonious than a multigroup model.
As hypothesised (H1), the mall renovation has no direct effect
on shopper spending. Average spending before and after renova-
tion were $65.13 (sd 102.19) and $71.35 (sd 97.92), respectively.
However, it is hypothesised the mall renovation signicantly
affects mediating constructs that inuence shopper spending.
The distribution of shoppers' spending (the dependent vari-
able) being strongly leptokurtic, the variable was log-transformed
[ln (x 1)] to account for shoppers with zero purchases. Twenty-
four cases with extreme spending values were deleted from the
analysis.
Table 1 outlines that all demographics variables (e.g. age, marital
status, children at home, education level and occupation) are
invariant in both before and after samples. However, gender and
age groups described in Table 1 are used as covariates since they are
known to moderate the effects of hedonic and utilitarian shopping
values, and shopper overall satisfaction (e.g., Carpenter and Balija,
2010; Devadas and Manohar, 2012; Pan and Zinkhan, 2006). Age
and gender are considered as proxies for the family life cycle. In
addition, the hedonic shopping value is more likely to be prevalent
among females, and younger and older shoppers (Bloch et al., 1994;
Jackson et al., 2011).
On top of constructs and measurement items, Table 2 also
outlines outer factor loadings, cross-loadings, composite reliability
and average variance extracted. Outer loadings were computed
from a conrmatory factor analysis using SmartPLS (Ringle et al.,
2005). The rationale for using PLS is discussed in the next section.
Composite reliability (Raykov, 1997; Werts et al., 1974) is
preferred to Cronbach's alpha (1951) that is believed to under-
estimate scale reliability. Fornell and Larcker (1981) suggest
convergent validity if the average variance extracted (AVE) is at
least 0.50, showing that the explained variance is greater than the
measurement error. The loading of each indicator is expected to be
greater than all of its cross-loading (Chin, 2001).
614 J.-C. Chebat et al. / Journal of Retailing and Consumer Services 21 (2014) 610618

Table 2
Measurement scales with factor loadings.

Rhoa AVEb Atmosphere Hedonic Utilitarian Satisfaction

value value

Atmosphere (Fisher, 1974) 0.952 0.768

Not lively-lively 0.832 0.288 0.194 0.340
Dull-bright 0.886 0.354 0.211 0.421
Drab-colorful 0.893 0.382 0.221 0.487
Depressing-cheerful 0.873 0.382 0.240 0.473
Uninteresting-interesting 0.872 0.409 0.254 0.478
Boring-stimulating 0.903 0.418 0.213 0.471

Hedonic value (Babin et al., 1994) 0.825 0.54

This shopping trip was truly a joy. 0.366 0.783 0.324 0.323
This shopping trip truly felt like an escape. 0.227 0.675  0.020 0.239
I enjoyed being immersed in exciting new products. 0.303 0.740 0.205 0.276
Compared with other things I could have done, the time spent shopping was truly 0.337 0.741 0.189 0.260
enjoyable.

Utilitarian value (Babin et al., 1994) 0.759 0.523

While shopping, I found just the item(s) I was looking for. 0.220 0.235 0.895 0.256
I couldn't buy what I really needed (reversed). 0.126 0.061 0.537 0.075
I accomplished just what I wanted to on this shopping trip. 0.196 0.232 0.693 0.223

Satisfaction (Maxham et al., 2002) 0.956 0.878

I would recommend this Mall to my friends. 0.457 0.340 0.208 0.906
This Mall is a good place to shop. 0.461 0.325 0.259 0.945
I am satised with this Mall. 0.513 0.390 0.298 0.959

Factor loadings in bold face are outer loadings while those in regular font are cross-loadings.
a
Raykov0 s (1997) composite reliability rho ().
b
Average variance extracted (Fornell-Larcker, 1981).

Table 3 Table 4
Construct correlation and discriminant validity. Total effects.

Atmosphere Hedonic Utilitarian Satisfaction Spending Total effects Coefcient Standard deviation T statistics
value value
Renovation-Atmosphere 0.138 0.043 3.208
Atmosphere 0.876a Renovation-Hedonic value 0.059 0.019 3.039
Hedonic 0.427 0.736a Renovation-Utilitarian value 0.035 0.013 2.783
value Renovation-Satisfaction 0.026 0.009 2.810
Utilitarian 0.255 0.261 0.723a Renovation-Spending 0.010 0.005 2.215
value
Satisfaction 0.510 0.377 0.275 0.937a Atmosphere-Hedonic value 0.427 0.041 10.450
Spending 0.028 0.067 0.335 0.120 1 Atmosphere-Utilitarian value 0.255 0.043 5.933
Atmosphere-Satisfaction 0.188 0.030 6.250
a
Square root of average variance extracted (Fornell and Larcker, 1981). Spending is Atmosphere-Spending 0.075 0.025 3.067
measured by a single indicator.

Hedonic value-Satisfaction 0.328 0.043 7.566

Hedonic value-Spending  0.020 0.044 0.460
Utilitarian .330
Value (7.693)
.138 Utilitarian value-Satisfaction 0.189 0.046 4.119
(3.208) .255 .189
(5.933) (4.119) Utilitarian value-Spending 0.330 0.043 7.693
Mall Spending
Renovation Atmosphere Satisfaction
Satisfaction-Spending 0.028 0.050 0.553
.427 .328 .094
(10.450) (7.566) (2.398)
Age-Spending 0.094 0.039 2.398
Hedonic Age Gender-Spending 0.021 0.042 0.496
Value

Covariate Paths in italic represent indirect effects, extracted from the PLS output.

Fig. 2. PLS nal model.

Discriminant validity is shown in Table 3 based on the meth- 3.3. Model

odology proposed by Fornell and Larcker (1981). There is discri-
minant validity when each construct AVE is greater than its shared
variance. The square root of the average variance extracted should
be greater than the absolute value of the standardized correlations
with other constructs.
The conceptual model was developed through a partial least
square model focusing on one dependent variable, shoppers'
spending. The model serves two purposes. First, it determines if
the mall renovation is associated with shopper's spending. Second,
 J.-C. Chebat et al. / Journal of Retailing and Consumer Services 21 (2014) 610618
Table 5
Testing for mediation and indirect effects.
Explained variable (Y) Explanatory variable (X)
Spending Renovation
Direct effect of X on Y: Effect 0.2739, t 1.4383, p 0.1511
Indirect effects Renovation-Atmosphere-Utilitarian value-Spending
Indirect effect of X on Y: Effect 0.0210, Bootstrap SE 0.0131, LLCI 0.0048, ULCI 0.0638
Model summary: R 0.3535, R-sq 0.1250, F 8.4062, df1 7, df2 412, p 0.0000
Estimated with Hayes' (2013) PROCESS.
it identies the processes through which shoppers respond to the
renovated atmosphere.
While the covariance-based structural equation model (CB-
SEM) is regarded as state-of-the-art for conrmatory analysis,
partial least square (PLS-SEM) is mainly used for theory develop-
ment and predictions. Rather than trying to minimise the errors in
the covariance matrix, the PLS algorithm maximises the explained
variance of the dependent variable (Hair et al., 2011), in this case,
shoppers' spending.
SmartPLS 2.0 (Ringle et al., 2005) is run in two stages; rst, a
measurement model and, then, a structural model (Henseler et al.,
2009). The model is based on the centroid weighting algorithm
because it is well adapted to cases where the manifest variables in
a block are strongly correlated (Vinzi et al., 2010). A non-
parametric bootstrap procedure is used to estimate the statistical
signicance of factor loadings and path coefcients (Chin, 2001;
Davison et al., 2003). Bootstrapping allows PLS to accommodate
smaller sample size (Goodhue et al., 2006)
4. Research ndings
4.1. Direct effects
Results from the PLS sample bootstrap are presented in Fig. 2,
for direct effects, and in Table 4, for total effects. Mall renovation
positively inuences the perception of the mall atmosphere (0.138,
t 3.208), in support of H2. In turn, the mall atmosphere has a
signicant impact on both utilitarian (0.255, t 5.933) and hedonic
(0.427, t 10.450) shopping values. This nding veries . Both
utilitarian (0.189, t 4.119) and hedonic (0.328, t 7.566) shopping
values affect shopper satisfaction, as posited by . Shopper satisfac-
tion has no signicant bearing on spending (0.028, t 0.553), thus
rejecting H5. Of the two covariates that may inuence shoppers'
spending, only age (0.094, t 2.398) appears to be signicant.
While shoppers' satisfaction fails to impact spending, the
model alternatively explores the direct effects of shopping values
on shoppers' spending. The hedonic shopping value affects shop-
pers' satisfaction but has no inuence on shoppers' spending. On
the other hand, the utilitarian shopping value (0.330, t7.693) has
a signicant impact on shoppers' spending.
4.2. Indirect and mediation effects
Mall renovation has signicant indirect effects (Table 4) on the
potential mediators: hedonic (0.059, t 3.039) and utilitarian
(0.035, t 2.783) shopping values and shoppers' satisfaction
(0.026, t 2.810). Renovations also have a signicant impact on
615
Mediators Covariates
Atmosphere Age
Hedonic value Gender
Utilitarian value
Satisfaction
the dependent variable, shopper spending (0.010, t 2.215). The
perception of the mall atmosphere indirectly inuences shopper
satisfaction (0.188, t 6.250) and shopper spending (0.075,
t3.067). The signicant effect of the mall renovation (t2.215)
on spending is mediated by the perception of the mall atmosphere
and the utilitarian shopping value.
Indirect and interaction effects were tested using Hayes' (2013)
PROCESS. The latter is a computational tool for path analysis-based
moderation and mediation analysis as well as their combination as
a conditional process model (Hayes, 2013). PROCESS generates
direct and indirect effects in mediation and mediated moderation
models, conditional effects in moderation models, and conditional
indirect effects in moderated mediation models with a single or
multiple mediators.
PLS bootstrapped latent means constructs were entered in
Hayes' (2013) PROCESS to validate indirect and interaction effects.
Mediation testing takes the form of a general linear model where
shopper spending is the dependent variable (Y) and mall renova-
tion in the explanatory variable (X). Mall atmosphere, shopping
values and shopper satisfaction are mediating variables, whilst age
and gender are covariate.
The overall model summary (Table 5) highlights a signicant
regression (f8.406, df1 7, df2 412, p0.000), with a coefcient
of determination of.125. The GLM shows that the direct effect of
the mall renovation on shoppers' spending is not signicant
(effect0.275, t 1.438, p0.151). However, Hayes' model conrms
that the indirect effect of the mall renovation on shoppers' spending is
mediated by the mall atmosphere and the utilitarian shopping value
(effect0.021, lower condence interval 0.005, upper condence
interval 0.064, thusa0). The path linking renovation (before and
after), the mall atmosphere, the utilitarian value and shoppers'
spending is signicant and convergent with the PLS model.
5. Discussion
The tested model illustrates that the mall renovation has no
direct effect on shoppers' spending. The physical transformation of
the shopping centre will only be successful if shoppers perceived a
more pleasant and congruent shopping atmosphere. As reminded
by the environmental psychology theory, a favourable shopping
environment will stimulate shoppers to process more information
and explore further. Hedonic and utilitarian shopping values
summarise the affective benets from the shopping experience.
Shoppers are more likely to be satised from their shopping trip
and spend more money.
Research ndings underscore that shoppers' hedonic values,
satisfaction and spending are not necessarily associated. Shopper
616 J.-C. Chebat et al. / Journal of Retailing and Consumer Services 21 (2014) 610618
spending is dependent on the success of the shopping trip, as
expressed in the utilitarian shopping value. The discussion below
highlights the mediating mechanism of the mall renovation on
shopper spending.
5.1. Mediation effects
Shopping values mediate the relation between the mall atmo-
sphere and shopper satisfaction. This effect was equally observed
in the case of Korean female shoppers (Chang et al., 2004).
Shopping values were found to mediate the relationship between
crowding, a central element of retail atmospherics, and satisfac-
tion (Eroglu et al., 2005a). A similar mediation effect was shown
between ambient factors and e-shoppers' satisfaction
(Warrington, 2002).
From a statistical perspective, the fact that renovation has no
direct effects on spending does not preclude the possibility of
mediation. As discussed by Zhao et al. (2010) [T]here need not be
a signicant zero-order effect of X on Y, rxy, to establish media-
tion. The absence of a signicant relation between renovation and
shopper spending combined with the signicant product [renova-
tion ) atmosphere  utilitarian values ) spending] means that
the utilitarian value constitutes an indirect only mediation
(Zhao et al., 2010). Zhao et al. (2010) also point out that in the
presence of such mediation; other mediators are unlikely. In
other words, the mediation of the utilitarian shopping value likely
explains the process through which renovation affects sales.
5.2. Impact of shopping values
Research should take into consideration the utilitarian shop-
ping value as a mediator of the effects of retail atmospheric cues
on shoppers' response. Utilitarian components may be less gla-
mourous than hedonic ones but are more cost efcient.
Store and mall atmosphere have generally been understood to
affect emotional responses or the hedonic shopping value (Dennis
et al., 2002). Retail and mall atmospherics also stimulate the
utilitarian shopping value. Shoppers are likely to be attracted to
shopping venues where their resources (time, money, search and
psychological costs) are minimised. Hedonic and utilitarian shop-
ping values do not play symmetrical roles. The hedonic value
contributes more to shoppers' satisfaction, and the utilitarian
value affects shoppers' spending.
Task-oriented shopping contradicts the well-established hedo-
nic shopping concept that may make sense in some super malls or
some agship stores. In more modest and common regional malls,
such as the one studied here, task orientation takes precedence
over the affective shopping experience.
Renovation is one of the key strategies available to mall
managers to inject a new life in the mall by redoing some cosmetic
work, refreshing various amenities, reshufing stores and recruit-
ing new tenants. The decision to renovate a mall is the result of the
depreciation of rental income, the level and rate of change of
renovation costs, discount rates and varying market conditions
(Wong and Norman, 1994). The effects of renovation on shoppers'
spending are real, but fully mediated by utilitarian shopping value.
Research ndings illustrate that, in this specic regional mall,
renovation was generating higher personal spending. They are not
convergent with those of Pan and Zinkhan's (2006) who found
that the effects of store atmosphere on retail patronage are
relatively small. Had the current analysis been limited to the
direct effects of renovation on spending, no signicant effects
would have been found (e.g. Zhao et al., 2010); similar to what was
reported by the ICSC (Lambert and Connolly, 2001). Renovation
affects sales through the mediation of the utilitarian shopping
value. Analogous analyses should be extended to other renovated
shopping malls. The review of the retail trade literature outlines
that the effect of renovation on the hedonic dimension of shop-
ping is taken for granted by mall managers, while the utilitarian
aspects tend to be ancillary.
Paradoxically, shopper satisfaction is not part of the mediation
process between the mall renovation and shopper spending. Both
shopping values increase satisfaction of shoppers in the renovated
mall. However, satisfaction does not affect spending. Such ndings
conrm previous studies (e.g., Keiningham et al., 2008) and
disconrm others (e.g., Anderson and Sullivan, 1993). Bernhardt
et al. (2000) explain that that rm-specic data are needed to
study the relationship between satisfaction and sales. Higher
satisfaction scores could mislead mall managers in believing that
shopper spending will increase. It appears that the utilitarian
shopping value score is a better predictor, pinpointing at impor-
tant managerial implications, as discussed below.
6. Managerial implications
When planning for renovations, the atmospheric components
of the mall should be selected mostly for helping shoppers to
accomplish their goals. Experiential shopping has been an ongoing
leitmotiv for property owners and retail managers trying to
entertain shoppers and create excitement. However, shoppers'
hedonic response and satisfaction do not seem to be sufcient
conditions to induce additional spending. Higher spending is
associated with the utilitarian shopping value. While renovating
malls, managers should focus their resources on elements that will
support shopping goals. Aesthetic mall design is certainly desir-
able. However, mall must also be functional to facilitate shoppers'
task orientation and trigger spending.
Functional mall refurbishing should target easier access and
parking, signage and maps to facilitate waynding, more open
spaces to reduce the negative effect of crowding, clean and
appealing common areas and food courts so that shoppers stay
longer, and, above all, enhanced store layout that favours trafc
and exploration.
Mall renovation is not limited to the physical arrangement of
common spaces. The overhaul will attract new tenants on an
expansion path that, in turn, will contribute to the rejuvenation of
the mall. A well-managed store layout across the mall is a transaction
multiplier for complementary goods or impulse purchases.
7. Future research and limitations
Even though there are many studies looking at the impact of
retail atmospherics on shopping behaviour, very few of them
investigate their relevance on the utilitarian value (Turley and
Milliman, 2000).
Most malls are regarded as places where shoppers may
accomplish necessary tasks in a practical and well-organized
way. Much emphasis on experiential shopping has been found
in both the trade and the academic retailing literature. The current
study calls for more attention on the task orientation aspects in
shopping malls. It seems to be the rst to relate effects of mall
renovations on retail spending. It focuses on the effect of renova-
tions on shoppers' holistic perception of the mall atmosphere.
Additional research is needed to understand fully the specic
effects of major refurbishing investments. Future research should
weight the effect of each specic environmental component on
shoppers' perceptions and responses.
Mall refurbishing is a major investment that does not happen
every day and takes time to complete. Measuring the effects of
renovation, while controlling for exogenous factors, is not easily
 J.-C. Chebat et al. / Journal of Retailing and Consumer Services 21 (2014) 610618
done within the framework of traditional experimental plans. The
post-renovation survey was administered soon after the mall
refurbishment. The impact of renovations may not have fully
reached its full potential among patrons. It is likely that patrons
might not be fully accustomed to the renovated mall. A post-
renovation survey administered a year later might have generated
different results.
The quasi experiment was conducted in a regional mall in
2000. Despite its age, the dataset outlines that a stimuli (mall
renovation) affects shoppers' perceptions of the mall atmosphere
and shopping values, and ultimately prompts additional spending,
in accordance with the environmental psychology paradigm.
Contrary to regional malls, super regional, thematic and life-
style malls should attract higher proportions of shoppers in search
of entertainment and craving for excitement. Alternatively, com-
munity mall shoppers may be more sensitive to convenience and
crowding. Future research should expand the study to different
types of shopping mall environments.
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