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The influence of mall environment on female fashion shoppers' value and

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 The Influence of Mall Environment on
Female Fashion Shoppers’ Value and Behaviour

Richard Michon
Ted Rogers School of Retail Management
Ryerson University
350 Victoria Street
Toronto, Ontario, M5B 2K3
Tel: 416-979-5000 Ext. 7454
Fax: 416-979-5324
Email: rmichon@ryerson.ca

Hong Yu
Ted Rogers School of Retail Management
Ryerson University
350 Victoria Street
Toronto, Ontario, M5B 2K3
Tel: 416-979-5000 Ext 4550
Fax: 416-979-5227
Email: hongyu@ryerson.ca

Donna Smith
Ted Rogers School of Retail Management
Ryerson University
350 Victoria Street
Toronto, Ontario, M5B 2K3
Tel: 416-979-5000 Ext. 4827
Fax: 416-979- 5324
Email: drsmith@ryerson.ca

Jean-Charles Chebat
HEC-Montreal
3000, chemin de la Côte-Sainte-Catherine
Montréal (Québec), Canada H3T 2A7
Tel: 514-340-6846
Fax: 514-340-6432
Email: Jean-Charles.Chebat@hec.ca

Correspondence
Richard Michon
Ted Rogers School of Retail Management
Ryerson University
350 Victoria Street
Toronto, On, M5B 2K3
Tel: 416-979-5000 Ext. 7454
Fax: 416-979-5324
Email: rmichon@ryerson.ca
 The Influence of Mall Environment on
Female Fashion Shoppers’ Value and Behaviour

Structured Abstract

Purpose: This paper explores how the shopping mall environment influences the shopping experience
and approach behaviour of female fashion shoppers.

Methodology/Approach: Female shoppers were first clustered along the fashion orientation of the
stores they patronise. Shoppers’ response and behaviour was modelled in an invariant multigroup
latent structural path analysis. Paths were initially constrained and then released as required. A total
of 286 usable questionnaires were administered using a mall intercept survey method in a regional
shopping centre. Participants were probed on their shopping activities, shopping mall perception,
product perception, shopping value and approach behaviour toward the mall.

Findings: A favourable perception of the mall atmosphere elicits a positive perception of the mer-
chandise offering and triggers hedonic shopping experiences. The effect of the mall environment,
mediated by product perception, significantly impacts the shopping objectives of middle-of-the-road
female fashion shoppers. Mall atmospherics has no or little effect on the utilitarian value of low or
high fashion oriented shoppers. Hedonic response of fashion forward shoppers is not stronger than
that of other fashion shoppers.

Research Limitations/Implications: This study was carried out in one regional mall and should be
replicated to other locations and markets. A larger sample would allow the inclusion of additional
constructs.

Practical Implications: Mall developers and operators are not only in real estate; they are also retail-
ers. The mall environment is central to the perception of merchandise quality, and the shopping ex-
perience. Mall operators must be aware that the middle market target group is one that is highly
sought after. They should strive to create a tenant mix that satisfies the many layers of fashion shop-
per needs.

Originality/value of Paper: This study represents a first attempt that investigates the integrated
shopping experience of fashion shoppers in a shopping mall setting. It segments shoppers on their
actual shopping behaviour rather than psychometrics.

Keywords: shopping mall, shopping centre, female, fashion, shopper, shopping value

Paper Type: Research paper

 The Influence of Mall Environment on
Female Fashion Shoppers’ Value and Behaviour

Introduction

Mall operators and retailers are recognizing more and more the positive impact of the envi-

ronment on shopping behaviour (Laroche, Teng, Michon and Chebat, 2005; Stoel, Wickliffe and Lee,

2004). While malls originally served as catalysts in the growth of suburbs (Stockil, 1972) and faced

little competition, they have now reached maturity and are competing with newer power centres

dominated by large discount retailers and category killers (Simmons and Hernandez, 2004) and other

formats for customer traffic. There has been a growth of urban entertainment centres with restaurants

and cinemas (Kooijman, 2002), open air lifestyle centres with upscale national specialty stores (Hazel,

2005), and hybrids (Monroe, 2003). Developers have devised creative strategies to breathe new life

into maturing malls (Bodzin, 2003; Feldman, 2004).

Traditionally, mall anchor and non anchor tenants were classified in the GAFO category (i.e.

general merchandise, clothing and clothing accessories, furniture and home furnishing, electronics

and appliances, sporting goods, hobby, book and music, and office supplies, stationery and gift stores).

With the advent of stand alone category killers and power centres, regional shopping malls are in-

creasingly focusing on soft goods. A store count in major shopping malls in the Montreal and To-

ronto areas shows that more than 60 percent of non-anchor stores now specialize in apparel, accesso-

ries and footwear. And, three-quarter of these stores target female shoppers. As value oriented ap-

parel retailers are migrating to less expensive power centres, indoor regional malls are setting their

sight on branded apparel retailers.

It is imperative that mall operators and tenants develop a deeper understanding of the entire

spectrum apparel shoppers, including fashion-oriented, middle-of-the-road consumers, and followers,

in order to provide them with a favourable shopping environment. This study investigates how fe-

male fashion shoppers process retail atmospheric cues and respond to the mall environment, thus pro-

viding insights for mall operators, retailers and marketing researchers.

 Conceptual Framework and Research Hypotheses

Cognition and Emotions

The environmental psychology theory (Mehrabian and Russell, 1974) suggests that the mall

atmosphere should influence shoppers’ mood and behavioural intentions. The theory rests on an emo-

tional shift leading to two contrasting forms of behaviour, approach and avoidance. Approach is a

desire to stay longer, explore the premises, and affiliate with other shoppers and/or sales associates,

whereas avoidance is the opposite (Donovan and Rossiter, 1982). However, this classic emotion-

cognition paradigm has been challenged in recent years, as some researchers have failed to replicate

any direct mood shifts from exposure to environmental cues (e.g. Bone and Ellen, 1999; Chebat and

Michon, 2003; Spangenberg, Crowley, and Henderson, 1996). Rather, these researchers observed that

atmospheric cues had a direct effect on perceptions, supporting Lazarus' (1991) cognitive theory of

emotions. External and internal cues must be evaluated in terms of one's own experience and goals.

"Appraisal of the significance of the person-environment relationship, therefore, is both necessary and

sufficient; without a personal appraisal (i.e., of harm or benefit) there will be no emotion; when such

an appraisal is made, an emotion of some kind is inevitable" (Lazarus, 1991, p. 177). In her Service-

scapes model, Bitner (1992) posited that people first perceive their holistic environment and then re-

spond with more perceptual inferences, emotions and even biological reactions. The perception-affect

theory has received empirical support in retail atmospherics (Baker, Grewal, Parasuraman and Voss,

2002; Chebat & Michon, 2003) and serves as an over arching conceptual framework for the current

study.

Mall and Product Perceptions

Researchers have argued that formal, expressive, and symbolic qualities of store environments

communicate various messages to consumers and may bring about both aesthetic and instrumental

value (Fiore & Ogle, 2000). Shoppers’ perceptions of a retail environment may also have an impact

on their mood (Michon, Chebat and Turley, 2005). An effective mall shopping environment may im-
pact the shopping experience, and influence consumers to exhibit more approach behaviour, staying

longer in the mall (Stoel, Wickliffe, and Lee, 2003).

A retail environment can be an important basis for consumer’s evaluation of the products

(Baker, Grewal, and Parasuraman, 1994). Research suggest that ambient cues (physical aspects of

store environment, such as lighting, music, colour, and display, etc.) and social cues (the perception of

crowding and friendliness of employees) are important atmospheric factors that influence consumers’

affective states in the store environment, which in turn, impact their shopping and purchasing behav-

iour (Baker, Levy, & Grewal, 1992; Turley and Milliman, 2000). Further, Chebat and Michon (2003)

found that consumers’ perceptions of the retail environment influenced their perceptions of product

quality. These studies suggest that consumers’ mall perceptions influence their evaluations of the

products available at the mall.

Shopping Value

Shopping value involves an interaction between a consumer and a product or service that per-

tains not only to the object itself, but also to the consumption experience. It involves the intrinsic and

extrinsic value of the object (Holbrook, 1986). Shopping goes way beyond functional utility and task

orientation (Bloch, Sherrell and Ridgway, 1986), and provides other experiential benefits and gratifi-

cations (Holbrook and Corfman, 1985). Two dimensions, utilitarian and hedonic shopping values,

summarize perceived shopping value (Babin, Darden, and Griffin, 1994; Babin and Attaway, 2000).

Utilitarian value reflects task-orientation, while hedonic value indicates personal gratification and

self-expression associated with the shopping experience. Shopping affect was found to have a positive

impact on perceived shopping value, which in turn positively influences a consumer’s consistent re-

peat purchase behaviour (Babin and Attaway, 2000).

Fashion Shoppers

Fashion segmentation studies usually categorize consumers on their shopping orientation, ex-

pected benefits, and social values. Shim and Kotsiopulos (1993) classified female apparel shoppers

using shopping orientation, and further developed profiles of each consumer group by information
used, importance of store attributes, lifestyle activities, patronage behaviour, and demographics. In

this latter study, three distinctive female apparel shopper segments were identified. In the largest

group -- the “Highly Involved Apparel Shopper” -- scored higher pm the shopping mall orientation

factor, indicating that women in this group enjoyed shopping leisurely at the mall. Furthermore, this

segment was deemed important to retailers, because their expenditures on clothing and accessories

were the highest at the mall or specialty stores.

In another study, the female apparel market was segmented according benefits expected by

consumers (Shim and Bickle, 1994). “Symbolic/Instrumental Users of Clothing,” “Practi-

cal/Conservative Users of Clothing,” and “Apathetic Users of Clothing” emerged as the three benefit

seeking segments. The “Symbolic/Instrumental Users of Clothing” was the largest group and was

fashion-oriented, enjoyed shopping and tended to shop at upscale department and specialty stores. The

other two consumers groups were not particularly engaged by shopping, and tended to be less fashion-

oriented. They were more likely to shop at regular department stores and discount stores, respectively.

Goldsmith, Heitmeyer, and Freiden (1991) associated social values and fashion leadership in

an effort to explore if social values can be used to offer insight into the motives underlying fashion

purchases. They reported that consumers who processed high values of fun, enjoyment, and excite-

ment were indeed more fashion-conscious. In addition, fashion leaders were younger, had higher

clothing expenditures and shopped more often for clothes than non-fashion leaders.

Instead of looking at shoppers' motivation, Bloch, Ridgway and Dawson (1994) segmented

mall shoppers based on the activities consumers engaged in when in a shopping mall. Because the

mall is such a focal point for fashion-oriented shoppers, our study also takes a "shopping basket" be-

havioural approach. Shoppers reported which stores they patronized and bought from. Later, shop-

ping mall leasing executives rated each store along a classic/fashion-forward scale. Shoppers were

then segmented on their propensity to patronize traditional or trendy apparel and footwear stores.
Research Objectives and Hypotheses

This study explores how the shopping mall environment influences the shopping experience

and approach behaviour of female fashion shoppers. In previous studies, fashion shoppers have been

analyzed according to various dimensions, including shopping orientation, benefits sought, shopping

value, and lifestyle in previous studies. Our study, however, takes a behavioural approach for market

segmentation. This method allows us to more accurately capture fashion shoppers’ actual shopping

behaviours, along with their emotion and cognition at the mall environment. Specifically, female fash-

ion shoppers were classified into three groups based on the types of stores they patronized (visited

and/or made a purchase). The hypotheses developed in this study are summarized as follows, working

from left to right of Figure 1.

[TAKE IN FIGURE 1]

Research hypotheses are drawn in part from the environmental psychology theory (Mehara-

bian and Russell, 1974; Donnovan and Rossiter, 1982), the cognitive theory of emotions (Lazarus,

1991), retail atmospherics (Baker et al, 1994 and 2002), and shopping value (Babin, Darden and Grif-

fin, 1994).

Mall Perception Æ Product Perception

H1: A favourable perception of shopping mall atmospherics will improve the perception of

product quality among female fashion shoppers.

Mall Perception Æ Shopping Value

H2: A favourable perception of shopping mall atmospherics will elicit hedonic shopping ex-

periences among female fashion shoppers.

Product Perception ÆShopping Value

H3: A favourable perception of product quality will impact female fashion shoppers' hedonic

experiences.

H4: A favourable perception of product quality will help female fashion shoppers achieve

their shopping objectives.

Shopping ValueÆApproach/Avoidance

H5: Female fashion shoppers having a positive shopping experience are more likely to adopt

an approach behaviour.

H6: Female fashion shoppers who fulfil their shopping task are more likely to engage into an

approach behaviour.

Fashion Orientation

H7: Female shoppers with a high propensity for fashion buying are more likely than others to

respond favourably to the mall environment.

Methodology

Mall Intercept

The research was carried out in tightly controlled mall intercept survey. The 692,000-square

foot regional shopping mall is located in the Northeast. The population in the immediate trading area

is suburban multicultural middle-class. Cultural homogeneity in large North American centres is

something of the past. After blocking for socio-demographic factors and family life cycle, cultural

affiliation disappeared.

Graduate marketing students handled the fieldwork. Some were responsible for recruiting

participants as they exited from the mall. Recruiters had to meet selection criteria based on cultural

balance, gender, age distribution, day of week, and time of day to avoid systematic biases. Female

mall shoppers completed 268 usable questionnaires. Three quarters of apparel and accessory spe-

cialty stores in malls target female shoppers. Male shoppers have been deliberately excluded from

this specific study to avoid model noise. There is empirical evidence that shows that male and female

shoppers do not share similar attitudes toward fashion. For example, the Gutman and Mills (1982)

fashion orientation scale administered in another shopping mall study failed to achieve struc-

tural and factor loading invariance between male and female shoppers (Michon, Smith, Yu,

and Chebat, 2007). Male shoppers systematically trail female shoppers on the hedonic shop-

ping value scale (Babin, Darden, and Griffin, 1994) as far as shopping malls are concerned.
Questionnaire

The questionnaire contained scaled items measuring the variables under investigation: Shop-

ping activities, mall perceptions, pleasure and arousal, shopping value, approach/avoidance behaviour,

and demographics (See Table I).

Shopping activities. A list of all the stores at the mall were presented by category (i.e. de-

partment stores, women’s apparel, men’s apparel, etc.) and the respondents were asked to indicate the

stores they (1) visited and (2) where they made purchases during the shopping trip. While total

spending excluding groceries was recorded, the amount of money spent in each store was not.

Three shopping mall leasing executives rated 65 apparel/footwear stores on a five-point fash-

ionability scale and a five-point price level scale. Due to significant correlation between fashionability

and price level (r = .83), only the first one was included in further analysis. Interpreter convergence,

using Kendall’s W statistic was estimated at .6. This moderate convergence level shows that store

fashion-orientation remains a subjective issue even for seasoned experts in retail. The three real estate

executives also viewed fashion forward stores as relatively more pricey. Female shoppers were

scored on the basis of the stores they patronized and purchased from. Aggregate scores were used to

categorize shoppers into three equal cohorts: low, medium, and high fashion patronizing behaviours.

Mall Perceptions. Eight 7-point semantic differential items (α = .94) were used to measure

consumers’ perceptions of the shopping mall environment, with 1= tense, uncomfortable, depressing,

drab, boring, unlively, dull, and uninteresting, and 7= relaxed, comfortable, cheerful, colourful, stimu-

lating, lively, bright, and interesting. These items were adopted from a previous study by Fisher

(1974).

Product Perception. We used three 7-point items (α = .76) to measure product perception

from Bellizi, Crowley and Hasty (1983). They were about the style of the products offered in the
shopping centre (1=outdated, 7=up to date), product assortment selection in the centre (1=inadequate,

7=adequate), and the quality of the products available in the shopping centre (1=low, 7=high).

Shopping Value. The hedonic (α = .78) and utilitarian (α = .57) shopping value scale devel-

oped by Babin, Darden, and Griffin (1994) was used. The items were rated on a 5-point Likert type

scale (1= strongly disagree; 5=strongly agree).

Approach-Avoidance. This construct was measured with five statements (α = .74) developed

by Donovan and Rossiter (1982). Shoppers were asked to indicate their agreement with the statements

on a 5-point Likert type scale (1= strongly disagree, 7= strongly agree).

Scale items as well as factor loading and alpha coefficients are given in Table I. Initial item

selection was based on an exploratory factor analysis.

[TAKE IN TABLE I]

Findings and Results

Research hypotheses were first tested on the complete female fashion shopper cohort, and

then on each fashion propensity segment. Path relationships between latent constructs are best ren-

dered with structural equation modelling, here EQS 6.1 (Bentler, 2004). For parsimony and noise-

reduction, latent SEM constructs were built from the top three or four indicators showing the highest

factor loadings. Bollen (1989, p. 244) notes that there is no need to use all indicators provided meas-

urement models have more than one ξ variable (p. 244).

The aggregate structural path analysis (Figure 2) supports three of the seven research proposi-

tions. Female fashion shoppers' perception of the mall atmosphere has a positive effect on the percep-

tion of the merchandise offered in the mall (standardized γ = .571, z = 7.930). In turn, female fashion

shoppers' perception of products has a significant impact on the hedonic shopping experience (γ = .68,

z = 7.772), but a very marginal effect on shopping objectives (γ = .20, z = 1.733). Contrary to H2, the
perception of the mall has no direct influence on female shoppers' hedonic value. Mall perception is

fully mediated through the perception of the mall offering.

The “hedonic” shopping experience of female fashion shoppers triggers an approach behav-

iour (γ = .429, z = 5.174). The “utilitarian” value construct has no direct significant effect on ap-

proach behaviour. We however do observe a significant correlation between the hedonic and utilitar-

ian constructs (ψ = .55, z = 2.094). The two constructs do not oppose each other (e.g. Michon and

Chebat, 2004; Babin and Attaway, 2000). While some task-oriented shoppers may not experience

much of a hedonic shopping experience, experiential shoppers have some shopping objectives in mind.

Shopping goal achievements are likely to influence experiential affects among hedonic shoppers. The

aggregate maximum likelihood model shows an excellent fit (X2 = 148.778, df = 108, CFI = .980, and

RMSEA = .036). In short, the model supports research hypotheses H1, H3 and H5. H4 is supported

under a 90 percent confidence interval. On the other hand, H2 and H6 must be rejected.

[TAKE IN FIGURE 2]

The three fashion oriented segments were submitted to a multigroup SEM. Initially, all indi-

cator and structural paths were constrained to equality between the groups. Measurement or struc-

tural constraints were released only if required by the Lagrange Multiplier test under EQS 6.1 (Bentler,

2004). The multigroup standardized coefficients are described in Table II.

The multi-group latent path model presents a good fit (X2 = 463.684, df = 372, CFI = .954,

RMSEA = .052). The Lagrange Multiplier test required that the equality paths between product per-

ception and utilitarian values be released. The multi-group model underscores that the effect of prod-

uct perception on shopping goal objectives is significant for medium fashion oriented shoppers (γ

= .478, z = 3.491), marginally significant for low fashion oriented shoppers (γ = .297, z = 1.903), and

not significant at all for high fashion oriented female shoppers (γ = .096, z = 0.705). Contrary to

what had been hypothesized in H7, high fashion oriented female shoppers are not likely to respond

better to this particular mall environment. The effect of product perception on hedonic values is the

same for all fashion segments. The influence of product perception on shopping objectives takes an
inverted U-shape (Figure 3). The indirect effect of the mall environment on fashion shoppers' ap-

proach behaviour is significant (γ = +/- .16, z = 4.464) across all fashion segments.

[TAKE IN TABLE II]

[TAKE IN FIGURE 3]

Discussion

Regional malls have been focusing more and more on fashion, and specifically on female

fashion. The invariant path relationship between all latent constructs except one underscores that en-

vironmental cues are perceived and felt the same way, irrelevant of the propensity for fashion. Mall

atmospherics has a significant and observable impact on fashion shoppers' behaviour. It seems that

fashion forward shoppers are not responding any better than female shoppers on the low end of the

fashion spectrum. Yet, one would expect a higher hedonic response and approach behaviour from

shoppers who have a strong propensity for fashion.

The shopping mall under study does not explicitly target any fashion segment. The mall envi-

ronment and product perceptions are likely to mediate shopping goal attainments only among middle-

of-the-road fashion shoppers. Store selection and merchandise offerings may not meet all the needs of

shoppers in the conservative/traditional and fashion forward segments. For example, shoppers who

are not fashion-oriented may derive higher utilitarian benefits when shopping at mass merchandisers

or power centres where value offsets fashion. Fashion forward shoppers might be better off patroniz-

ing downtown trendy stores and specialized fashion malls. Both bottom and top fashion shoppers are

less likely to find what they are looking for in a typical regional mall.

The mall environment and retail atmospherics may be viewed as extensions of Theodore

Levitt’s (1980) augmented product concept. Product attributes, packaging, display, retail atmospher-

ics, and the mall environment are nested as matryoshka (Russian) dolls, and trigger sales. The mall

becomes part of the meta-packaging of the merchandise. Packaging and display add value to the
product through enhanced consumer perception of quality and differentiation, increasing the likeli-

hood of purchase and ultimately impacting sales volume and profitability.

Implications and Future Research

This study shows that the mall atmospherics positively influence hedonic shopping value and

approach behaviour among all female shopper fashion clusters. However, the mall atmosphere only

impacts the shopping goals of the middle-of-the-road fashion segment. Regional mall developers and

operators must be aware that the middle-of-the market target group is one that is highly targeted.

Luxury brand manufacturers are developing “bridge” lines and lower priced products in order to reach

downward towards the middle market in an effort to increase market share and profitability (Case,

2003). Mall developers who are pursuing the medium fashion-oriented shopper should beware that

they are competing with luxury brands that are pulling middle-of-the-road consumers upward and

power centres that are pulling them downwards. Furthermore, the price polarization has plagued the

apparel business in recent times and is predicted to continue (Retail Forward, 2005). A battle for the

consumer’s share of wallet is ensuing, in a highly competitive market.

All of these trends make it most challenging for malls to create a tenant mix that satisfies the

many layers of fashion shopper needs. Mall developers have their retail tenants’ best interest at heart:

in addition to basic rent, they charge a percentage of retail sales. The percentage rent is an incentive

to landlords who should work in the interest of existing tenants when making decisions about expan-

sion, alterations and renewing leased space in the shopping mall (Wheaton, 2000). Mall owners and

operators can help their tenants -- and themselves -- by trying to attract shoppers, increase the number

of visits, extend shoppers’ trips, and increase the purchase per trip. The needs of fashion forward fe-

male shoppers may not be currently maximized at regional shopping malls. This is an area for future

research. In addition, mall developers must carefully monitor the needs of the middle-of-the-road fe-

male fashion shoppers who are likely core shoppers in the mall; these shoppers are highly sought after

due to polarization in the fashion marketplace.

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 Figure 1: Hypothesized Model

H2
Mall Percep- Hedonic
tion value
H5

H1 H3 Approach
behavior

H4 H6
Product Utilitarian
Perception value

Figure 2: Tested Model for three fashion cohorts

Standardized Coefficients (z-value)

Mall Perception Hedonic

value

.429 (5.174)
R2 = .184

.571 (7.930)
R2 = .326 Approach
.550 (2.094) behavior
.618 (7.772)
R2 = .382

Product Utilitarian
Perception value
.20 (1.733)
R2 = .04

X2 = 148.778, df = 108, Method = ML

CFI = .980, Std RMR = .048, RMSEA = .036
Figure 3: Standardized path coefficients between Product perception and Utilitarian value

0.5

Path Coefficients
0.4

0.3

0.2

0.1

0
Low Medium High
Fashion orientation
 Table I: Scale Items, Factor Loadings* and Reliability Coefficients

1 2 3 4 5
Mall Perception (Adapted from Fisher, 1974) (α = .94)
Dull or Bright? .865 .152 .039 .045 .025
Drab or Colourful? .863 .133 .084 .058 .020
Boring or Stimulating? .858 .116 .096 .050 .076
Unlively or Lively? .817 .170 .131 .020 .064
Depressing or Cheerful? .812 .060 .141 .018 .025
Uninteresting or Interesting? .724 .287 .241 .022 .059
Uncomfortable or Comfortable? .666 .157 .168 .095 .159
Tense or Relaxed? .616 .101 .154 .096 .113

Perception of products (from Bellizi, Crowley, Hasty, 1983) (α = .76)

Style of products offered: Outdated or Up to Date? .273 .743 .150 .084 .068
Product selection: Inadequate or Adequate? .286 .736 .106 .015 .087
Quality of products available: Low or High? .289 .726 .234 .058 .172

Hedonic shopping (from Babin, Darden, and Griffin, 1994) (α = .78)

Compared with other things I could have done, the time spent shop-
.189 .062 .724 .111 .156
ping was truly enjoyable
While shopping, I felt a sense of adventure .189 .070 .712 .187 .068
I enjoyed being immersed in exciting new products .083 .186 .691 .219 .050
This shopping trip truly felt like an escape .132 .229 .691 .065 .089
This shopping trip was truly a joy .138 .161 .609 .312 .133

Utilitarian shopping value (from Babin, Darden, and Griffin, 1994) (α = .57)
While shopping, I found just the item(s) I was looking for .105 .065 .124 .797 .001
I accomplished just what I wanted to do on this shopping trip .085 .077 .376 .701 .041
I couldn't buy what I really needed .006 .084 .226 .656 .234

Approach behaviour (Adapted from Donovan and Rossiter, 1982) (α = .74)

I like this shopping centre .185 .100 .141 .008 .827
This shopping centre is a place where I would easily speak to a
.002 .177 .062 .091 .768
salesperson
This is a kind of place where I would spend more money than ex-
.086 .027 .234 .088 .730
pected
* Derived from EFA
 Table II: Multigroup Standardized Coefficients and Fit Statistics

Dependent Independent Fashion Standardized R-Square z-value

variables variable Segment coefficients

Product Per- Mall Low: .605 .366 7.983

ception perception Medium: .526 .277 Constrained
High: .599 .359
Hedonic Product Per- Low: .571 .326 7.533
value ception Medium: .669 .448 Constrained
High: .643 .413
Utilitarian Product Per- Low: .297 .088 1.903
value ception Medium: .478 .229 3.491
High: .096 .009 0.705
Approach Hedonic value Low: .464 .215 1.998
behaviour Medium: .403 .163 Constrained
High: .463 .215
Covariance Hedonic/ Low: .281 3.189
Utilitarian value Medium: .442 Constrained
High: .345

Indirect effects of Mall Perception on Approach behaviour

Standardized z-value
coefficients
Approach Mall Low: .160 4.464
behaviour perception Medium: .142 Constrained
High: .178

ML Multigroup fit statistics

X2 = 463.684, df = 372, CFI = .954, RMSEA = .052

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