Analysing Mall Attributes in Defining the Desire of Consumers to Stay

Abstract

Purpose – The purpose of this paper is to examine how attributes of a mall contribute to the amount of time spent in the shopping centre. Design/methodology/approach – The study used data collected from the questionnaire survey distributed to visitors of four major shopping centres in Bandung City, Indonesia. Ordinal logit was applied to analyse the mall built environment attributes in relation to the duration of stay. Factors related to the visit and socio-demographic background of the shoppers are also considered in this analysis. Findings – The results show that each shopping centre has its own unique attribute(s) that keep consumers in the mall. However, attributes that boost or strengthen the image of a shopping centre do not necessarily contribute much to explaining the desire of consumers to stay. Factors pertaining to the visit and sociodemographic background of consumers have been found to play a more important role in defining the duration of visit. Originality/value – The study provides an analysis of how the mall attributes worked in defining the visit duration in comparison to the factors related to the visit and socio-demographic factors at four shopping centres, while most studies typically only focussed on one shopping centre.