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2.2.3 Behavioral Intentions.
Shopping mall managers must be able to motivate all shoppers’ spending behavior in
order
to
grab
more
profits.
This
can
be achieved
by
maintaining
loyal
patronage
and
generating positive “Word Of Mouth” (known as the cheapest, fastest and most effective
way to recruit new shoppers).
Soderlund and Ohman (2005) found intentions-as-expectations and intentions-as-wants
are
interrelated
with
both
customer
satisfaction
and
repatronizing
behavior.
(
Babin
et
al., 1994) cited that individuals generally shop to obtain hedonic and/or utilitarian
values. Utilitarian consumption is when the products are consumed to accomplish a
specific function or a need, whereas hedonic consumption is when the products are
consumed for fun, pleasure and excitement (Rook, 1987 ). Therefore, a shopping mall
would be more profitable and favorable if it could serve and satisfy both types of
shoppers.
When a shopping mall is perceived as exciting, consumers may visit it more frequently
and be less likely to visit other shopping malls (Lumpkin et al., 1986).
2.8 Segmentation Approach
In the past, a research identifying attractiveness factors of shopping malls assumed that
consumers
were
homogeneous
in
their
choice of mall.
This assumption
contradicts
the
fact
that
consumers
are
different,
and
therefore,
the
market
needs
to
be
segmented
(Suarez et al., 2004). Suarez analyzed different segments of consumers
in their shopping
centre
choices.
Boedeker
(1995)
segmented
shoppers
into
two
types,
the
“new
type
 |