Moderating effect of shopping value and entertainment event participation on the shopping satisfaction from mall attributes for generating Repatronage intention
Rijo Gratius, Muthulakshmi R
The purpose of the paper is to examine the moderating effect of Shopping Value and Entertainment Event Participation of Mall Shoppers on the Shopping Satisfaction to generate superior Mall Repatronage Intention. The improved knowledge of the Shopping Value and the Entertainment Event Participation of Mall Shoppers will help the Mall Management to design superior shopping experience and potentially drive the Mall Repatronage intention is presented. 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. From the review of relevant literatures, the path relationship among Mall Attributes, Shopping Value, Entertainment Event Participation, Shopping Satisfaction and Repatronage Intention was identified and a structural framework is proposed within S-O-R theory to test the hypothesized path relationship of Entertainment Event Participation and Shopping Value between Mall Attributes and Shopping Satisfaction. The cross sectional survey based primary data collection used Standard Questionnaire developed from Valid Scales. From the data collected among the Shoppers of Lulu International Shopping Mall of Kochi, the analysis was done using WarpPls 7.0 and IBM SPSS 23. Mall Attributes, Shopping Value and Mall Entertainment Events Participation were found significantly impacting the Repatronage Intention. And, the Entertainment Event seekers are passively motivated to relax and entertained than actively socialize and explore. The Mall Shopping Value in terms of Utilitarian Value are found significant than the hedonic value. The findings can only be transferred to similar Mall settings in Kerala and do not consider the expectations or preferences of the Entertainment Experience. The results shows that the shopping mall marketing managers need to more effectively design, execute, and promote the passive Aesthetics of Mall Events than the active hedonism in an Event. They should also focus on the optimum selection of retail tenants for delivering better utilitarian value and support or compliment the marketing endeavors of their tenants. The focus is on Lulu International Shopping Mall, Kochi and considers the moderating effect of Shopping Value and Entertainment Event Participation on the shopping satisfaction from Mall Attributes for generating better Repatronage Intention.