9
addressed
aspects
(Kirkup
and
Rafiq,
1994;
Prendargast
et
al.,
1996,
1998;
Bruwer,
1997; Addae – Dapaah and Yeo, 1999).
According to Ruiz (1999), some shoppers
were attracted to
malls purely due
to
economic
motives; others
were attracted due to emotional
motives,
while
multi-purpose
shoppers
had
a
combination
of
these
motives.
For
example
in
Chilly, customers
visit
malls
mostly because of purchasing
factors,
while
American customers are
more
likely
to be leisure-driven, which is around entertainment (Nicholls et al,. 2000). Nicholls et al.
(2000)
found
that
today’s
mall patrons tend
to be
more
leisure-driven
than shoppers
in
the
early
1990s.
Martin
and
Turley
(2004)
analyzed
the
attitudes
of young
segment
(between 19 and 25 years old) towards shopping malls and consumption factors. The
researchers found that young people were more leisure-motivated rather than
purchasing-motivated. Tordkildsen (1992) defined leisure as simply contrast with work,
where leisure is seen as synonymous to recreation or can be also defined as virtually any
satisfying experience. There is an evidence of an increasing proportion of people saying
that they spend time looking around the shops as a leisure activity (Mintel, 2000).
According to LeHew and Fairhurst (2000), shopping center attributes are generally
divided
into
two
groups:
Fixed/long-term and Variable/short
term.
Fixed/long-term
means attributes that can be kept constantly or over a
long period of time, which
include
location, size, number of car park space, facilities (toilet, escalators, elevators), quality
(design,
shape,
layout,
age),
shopping
atmosphere (lighting, spacious and air-
conditioning),
and
availability
of
other
amenities
(cinema,
food
court, restaurants). In
contrast,
short-term
attributes
are
factors
that
can
be
changed
within
a
short
period
of
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