SHOPPING MALL ATTRACTIVENESS: STUDY ON FACTORS THAT

INFLUENCED DECISION-MAKING IN CHOOSING A SHOPPING MALL

KHAIRUL ANUAR MOHD ALI & JULIANA ONG

Quality and Productivity Improvement Programme
Faculty of Science and Technology
Universiti Kebangsaan Malaysia
43600 Bangi, Selangor, Malaysia
Tel:03-89213420 Faks: 03-89254519
Email: kabma@ukm.my

ABSTRACT
With the rapid economic expansion in Asian countries, consumer behavior in these countries
also tends to change along with the economics prosperity. The aim of this study is to
investigate the factors of malls attractiveness that will influence consumer decision-making in
choosing a shopping mall for shopping or buying goods and services. The first objective of
the study is to identify the factors of mall attractiveness that will influence consumer decision-
making for choosing a shopping mall. This study also try to show which factors of mall
attractiveness is more influencing in consumers decision making in choosing a shopping mall.
Apart from that, this study also try to determine the differentiation of factors in influencing
decision-making among respondents based on gender, age, ethnic, marital status, education
level and monthly income. Questionnaire survey was used as method data collection. The
finding shows that the Entertainment, Variety, Mall Essence and Design are the main factors
that influences consumer in choosing a shopping mall. The finding also indicates that there is
no significant difference between male and female, age, education level and monthly income
among the respondents. Meanwhile, there are significant differences in factors of mall
attractiveness that influence the respondents based on ethnics and marital status. This finding
can help the management of shopping malls to improve their attractiveness in order to stay
ahead of their competitors.
Keywords: Shopping Mall, Malls Attractiveness, Decision Making.

1. Introduction
With the rapid economic growth in Asian countries, consumer behavior also tends to change
along with the economics prosperity. People tend to sense “comfortable, easy and pleasant"
in shopping experience especially to shopping malls environment. Therefore there is an
increasingly high demand for shopping malls and the transformation of shopping malls
environment.
Ahmed et al. (2007) believes that shopping centre is a place to socialize and for recreation.
There are various purposes for consumer visiting shopping centre which are to do shopping,
entertainment, to rest, spend time with friends etc. Shops, food court, restaurants, cinema,
children's games area, interactive entertainment, social use areas, relaxation places and
promotion areas now become a major component in shopping centre (Terblanche 1999). In
fact, shopping malls play a key role to show consumer's life style (Terblanche 1999). They
not only a centre for shopping but also is a community centre for social and recreational
activities (Ng 2003).
 Shopping behavior are context specific; the motive and behavior is different when a
consumer is shopping for a gifts as compared than those who are shopping for groceries
(Dholakia 1999). Bodkin and Lord (1997) had expressed the main reason of consumer
choosing a shopping centre is because of the facility be apart from having specific shop,
attractive service and pricing.
Bloch et al. (1994) states that atmosphere of a shopping centre affect on consumer
emotion. This research also showed that shopping centre is not only used to buy daily things,
it also used to do other activity such as entertainment.
Therefore, this study focused on the attractiveness of a shopping centre that can affect the
consumer intention to choose which shopping centre to go for shopping, buy things or the
services. This study could give some suggestion and help the management of the shopping
centre to provide a better service which can satisfy consumer needs and have a good
environment and atmosphere for consumers so that they are able to compete in the market.
The objectives of this study are:-

i. To identify the factors of mall attractiveness in a shopping centre which can

influenced consumer decision making in selecting a shopping centre.
ii. To determine the factors of shopping mall attractiveness which can influence the
consumer to visit the shopping centre based on demographic factors.

This study focus on shopping centre attractiveness that will influence consumer behavior
in choosing a shopping centre to visit. Focus will be given to seven key factors that will affect
shopping mall attractiveness, and consumer decision-making in selecting a shopping centre.
This study intent to identifies description of shopping mall attractiveness which can influence
consumer in their decision-making process.

2. Literature Review
Shopping centre provide a systematic way in order to meet individual or family demand
into one place, shop or shopping centre which have variety of business at the same area. Apart
from satisfying consumer requirements on shopping, shopping centre can also provide variety
of services in order to meet consumer satisfaction which are entertainment, rest and cultural
needs (Pride & Ferrell 1983). Past study on consumer choice in shopping centre also indicate
social need and value such as entertainment and comfort that will influence consumers
decision making (Michon & Chebat 2004).

2.1 Shopping mall attractiveness

Ismail (2006) states that in term of shopping centre attractiveness, the management of
shopping centre should provide comfort to consumers. Among the factors were space of
parking, comfortable place for consumers rest, security in the shopping centre and aspect of
cleanliness in shopping centre. Concept of “branding" is noted in consumer products, Dennis
et al. (2002a) show the techniques to measure brand image could be used for shopping centre
and may determine customer satisfaction and commercial success to shopping mall (Dennis et
al. 2002b).
According to Alessandro and Maria (2006), entertainment orientation should based on four
dimensions which are:-

1) the number of entertainment facilities offered

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 2) the space used for entertainment facilities as a proportion of the total gross leasable
area of the centre
3) the proportion of full- and part-time employees involved in entertainment services
4) the proportion of consumers who visit the shopping centre outside the opening hours
of the stores (that is, visitors who use only entertainment facilities).

Study were made recently on major and selected shopping centre stressed that the
important it‟s having entertainment, food court and facility which can attract and can enhance
consumer visit (Sirpal & Peng 1995; Wong & Yu 2003). Entertainment facility also endorsed
by Bloch et al. (1994) that shopping centre was a spot not just for shopping in fact also used
for other activity such as for entertainment. According to Wong and Yu (2003), consumer
perceptions on store image in a shopping centre play an important role to determine its
success.

2.2 Shopping behavior

Motivation defined as 'an internal drive which reflects rise of achieving goals or a goal'
(Arnold & Reynolds 2003). In the shopping context, motivation was an attraction to
consumers for doing shopping inside the shopping centre. Bloch et al. (1994) have identified
seven dimensions of shopping malls that collectively explain consumers‟ motives for visiting
malls. These dimensions are aesthetics, escape, flow, exploration, role enactment, social and
convenience. Arnold and Reynolds (2003) focus that the shopping motivation is like hedonic
which including adventure shopping, social shopping, shopping satisfaction, modern
shopping, role shopping (to get pleasure) and value of shopping. Jason et al. (2003) said there
are three major motivation factors which influenced consumer behavior namely thrill seeking,
escapism and socializing. Comprehension of this motivation would give management a useful
idea or information to develop a pleasure in the shopping mall. Past studies on shopping
motivation proposed that consumer not only involved with use of goods or service, but also
with the emotional satisfaction. Therefore, shopping motivation could be categorized into
two-dimensional namely „motivation oriented use‟ and „experience motivation‟.

2.3 Past studies

According the research done by Sirpal and Peng (1995) which state that a shopping centre
which have a food court will increase the consumer percentage that they make a first time
visit to the shopping centre. Shopping centre atmosphere, diversity, and involvement by
consumer should include in excitement. Environmental factor in shopping centre has various
effects on excitability with desire to stay in shopping centre (Wakefield & Baker 1998).
Shaked (2009) stated that have four types of user will visit a shopping centre namely
Disloyal, consumer which possess specific tasks (Minimalists), consumer give priority to
family (Family Bonders) and shopping centre lover (Mall Enthusiasts). Working women
would consider worker's behavior be vital in evaluating their experience. This may have been
caused by higher expectations of working women. Housewife has dropping heavy on
accessibility (Nusser et al. 2008).
Greg et al. (2008) said happy or sad music are directly influence purpose of consumer
shopping while felt like or disliked music is marginally important. Purpose of shopping would
be vital especially during shopping which can hear happy music and being liked. Herrington
and Capella (1996) said music can create one distinctive image and develop a good position
in market.

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 Consumer evaluated shopping centre which have unique design or architecture,
entertainment (example, theatre and playground), and attractive restaurants is emphasized in
central business district (Yan & Eckman 2009).

3. Methodology

3.1 Research model

Based on determination of last studies in shopping centre attractiveness, there had been seven
dimensions can be decided and adapted through Wakefield and Baker (1998) and Ismail
(2006). These factors divide to two dimensions namely tenant diversity in shopping centre
and physical environment. In dimension of tenant diversity shopping centre it having 3 factors
which are variety, mall essence and entertainment and dimension in physical environment of
shopping centre constitute four factors namely architecture, design, comfort and ambient.

3.1.1 Variety
This factor show shopping centre prepared various type of service for consumers and this
would attract consumer's attention to visit because shopping centre is a one stop station which
gives consumer buys and make comparison on goods and services offered (Berman & Evans
1995). Variety types of tenant in shopping centre give the relationship on excitement in
shopping centre (Cockerham 1995).

3.1.2 Mall essence

Ismail (2006) state that mall essence in shopping centre showing a matter, goods or service
prepared to consumer and concentrate on operational provided in shopping centre such as
various type of shop in shopping centre, goods quality, determined price of goods and after
sales service to customers.

3.1.3 Entertainment
Entertainment was a big factor for shopping centre because it causes consumer shopping
experience become exciting or delight. This can attract loyalty and fixed customer on that
shopping centre (Haynes & Talpade 1996). Items which need in this factor such as having a
cinema in shopping centre (Bellenger et al. 1977), have a specific areas to show or display
special events and various kind of entertainment (Wakefield & Baker 1998).

3.1.4 Architecture and design

According Lui (1997), modern shopping centre have architecture and design which gives
comfort by using luxurious matters and sophisticated element. Internal design has reflects
internal image of the shopping centre (Loudon & Bitta 1993). Design features such as ceiling,
flooring / carpet, architecture, internal view and layout of the shopping centre. Physical
facilities such as escalator, air conditioning and wash room also will affect consumer
evaluation while they make decision for choosing a shopping centre.

3.1.5 Convenience
These factor issue on the security, cleanliness, parking space, wide and comfort in the
shopping centre. It also focuses on all needs needed by the society. This factor can influence

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consumer decide to choose which shopping centre to visit. This factor quite similar with the
study which is done by Wong et al. (2001) where looked into the facility factor. Bellenger et
al. (1977) being studied the quality in a shopping centre.

3.1.6 Ambient
Wakefield & Baker (1998) show that music and layout in a shopping centre give a positive
relationship on excitements and desire to stay in the shopping centre. Atmosphere in shopping
centre manipulate internal design and layout include space utilization and environment, colour
and sound.

3.1.7 Desire to motivate choosing a shopping mall

The items which affect motivational shopping behavior constitute the question which are thrill
seeking, escapism, social and desire to stay in shopping centre. This factor adopted and
looked through Jason et al. (2003), Bloch et al. (1994) and Wakefield and Baker(1998).
Ahmed et al. (2007) said shopping give opportunity to society to learn how to
communicate with other people apart in the house (for example to find or make new friend
and see different type of people). Tauber (1972) and others researcher such as Wakefield &
Baker (1998) proposed important aspect in visiting a shopping including have the opportunity
interacts with friend, family, or strangers in the shopping centre.
Desire to stay in shopping centre is one component approach to behavior, commonly used
to test response variable in psychology environment. Many scholar supported
interrelationship pleasure or rise in the event affective and behavioral approach (Spangenberg,
Crowley & Handerson 1996). Some consumer will spend more if he is more long-standing in
the shopping centre.

3.2 Research location

This study was done in three shopping centres in Klang Valley. The shopping centre that had
been chosen were Berjaya Times Square in Bukit Bintang in Kuala Lumpur, Mid Valley in
Petaling Jaya and Suria KLCC in Kuala Lumpur. Respondents selection was made based on a
non-random sampling, which is convenience sampling.

3.3 Pilot study

30 respondents were randomly chosen. This intend to ensure that the questionnaire is
understandable by respondent. According to Drew and Hardman (1985) long questionnaire
and unclear directive will cause confusion to respondent in answering the questionnaire. Pilot
study conducted found that the questionnaire used has high value Cronbach Alpha that is in
radius from 0.669 to 0.915.

Variety -Alpha =0.669 (3item)

Mall Essence -Alpha =0.705 (4 item)
Entertainment -Alpha =0.769 (5 item)
Ambient -Alpha =0.785 (4 item)
Design -Alpha =0.887 (4 item)
Layout -Alpha =0.861 (4 item)
Convenient -Alpha =0.839 (6 item)
Intention -Alpha =0.915 (15 item)

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3.4 Method of analysis data
Descriptive statistics was used for the data analysis. The respondent demographic
information analyzed by using percentage and frequency. Regression analysis was used to
determine the attractiveness factors, which factor most influencing consumer in making a
selection of a shopping centre. Apart from that, to achieved the second objective of the study,
T-test and ANOVA also be used to test either sex, age, race, marriage, academic level and
monthly salary status influence consumer decision making in shopping centre selection.

4. Result
In this study, researcher has successfully collected 300 questionnaires from a total of 350
respondents which are 85.71%. Based on Table 1, total respondent is 300. Male respondent
comprised of 114 (38%) and for women 186 (62%). The data showed that the respondents age
is between 21 - 29 years (57%) while aged 30 - 39 years is the second-highest (28.7%). While
as many as 39 people or 13.0% respondent in age group 40 – 49 and the balance is in the age
range of more than 50.
Table 1: Profile Respondent
Frequency Percent (%)
1. Sex
Male 114 38.0
Female 186 62.0

2. Age
20-29 years old 171 57.0
30-39 years old 86 28.7
40-49 years old 39 13.0
More than 50 years old 4 1.30

3. Ethnic
Malay 131 43.7
Chinese 100 33.3
India 69 23.0

4. Marriage
Single 185 61.7
Married 104 34.7
Divorced 11 3.7

5. Academic Level
PMR / SRP 2 0.70
SPM 36 12.0
Diploma/STPM /Matrikulasi 76 25.3
Degree and above 186 62.0

6. Monthly Salary
Less than RM1500 57 19.0
RM1501 – RM2500 108 36.0
RM2501 – RM3500 77 25.7
RM3501– RM4500 21 7.0
More than RM 4501 37 12.3

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 From ethnic aspect, Malay is dominant from other races which is 43.7%, followed with
Chinese (33.3%) and Indian (23.0%). Majority of the respondents are single namely 61.7%
and followed by family (34.7%) and 3.7% respondent were divorced.
In term of qualification, as many as 62.0% of the respondents have Degree or higher,
followed by Diploma's holder, STPM (High Certificate Malaysia Education) or Matriculation
as many as 25.3%. While as many as 12.0% of the respondents had SPM (Sijil Pelajaran
Malaysia) and only 0.7% had only PMR / SRP qualification.
For monthly salary, there were 12.3% income per month is above RM 4501, followed by
respondents with less than RM 1500 (19.0%) and respondents income per month between RM
1501 - RM 2500 and RM 2501 - RM 3500 respectively representing 36.0% and 25.7%. The
balance is the respondent who had income per month between RM 3501 - RM 4500.

4.1 Shopping behavior

In Table 2, consumer in Klang Valley on the average had been shopping from 2.5 hours to 3
hours and also visit more than 9 shop in one shopping centre. The highest frequency of
visiting the shopping centre for consumer in Klang Valley is 32.0% for visiting “once in two
weeks” and could spend six to ten percent of their total monthly wages.

Table 2: Shopping behavior

Frequency Percent (%)
1. Average time Spent Shopping
30 minutes – 1hour 24 8.0
1.5 hour– 2 hour 84 28.0
2.5 hour – 3 hour 88 29.3
3.5 hour – 4 hour 42 14.0
More than 4 hour 62 20.7

2. No of different stores visited

1 – 2 stores 27 9.0
3 – 4 stores 68 22.7
5 – 6 stores 78 26.0
7 – 8 stores 36 12.0
>9 stores 91 30.3

3. Frequency of Visiting
Everyday 2 0.70
Once a week 66 22.0
Once in a two weeks 96 32.0
Once a month 93 31.0
Others 43 14.3

4. Monthly expenditure spent in the mall

Less than 5% 56 18.7
6 – 10 % 137 45.7
11 – 15 % 65 21.7
16 – 20 % 20 6.7
More than 20% 22 7.3

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 In studies which made by Ahmed et al. (2007) show respondent visit six shops at a
shopping centre in a trip. With make a comparison with American consumer, they visit 5
shops at a shopping centre in a journey (Bloch et al. 1994).
Othman and Lim (1997) said Malaysian consumer (including students and employee)
average time spending is 96 minutes and Bloch et al. (1994) said American consumer spent
78 minutes in shopping centre. This show that Malaysian consumer spent greater time
compared to others country consumers.
Majority of consumers spent 2.5 hours to 3 hours in a shopping centre as many as 29.3%
respondent. Second time spent by respondent is 1.5 hours to 2 hours which is 28.0%
respondent and 8.0% respondent only use 30 minutes to 1 hour for shopping.
Respondent who visit more than nine shops in a shopping centre as much as 30.3%
respondent. Further, 26.0% and 22.7% respondent respectively visit 5 to 6 shops and 3 to 4
shops in a visit to a shopping centre. While as many as 9.0% respondents only visit 1 to 2
shops in shopping centre and the balance respondent which is visit 7 to 8 shops.
From frequency visiting shopping centre, 32.0% respondent visiting shopping centre once
in a two weeks, followed as 31.0% respondent once one month, 22.0% respondent once a
week. Only 0.70% respondent will visit shopping centre in daily and others.
Monthly expenditure spent in a month, found that 45.7% respondent will spending in the
range between 6 to 10 percent of their total salary, 21.7% respondent spending around 11 to
15 percent and 18.7% respondent spend less than 5 percent. Only 7.30% respondents spend
exceeding 20 percent and balance 6.7% respondent people spending around 16 to 20 percent
of their total salary.

4.2 The factors of mall attractiveness in a shopping centre which influenced consumer
desire to make a selection to shopping centre
Attractiveness factors are studied in this study is variety factor, mall essence factor,
entertainment factor, design factors, factor layout, ambient and factor comfort. But in Table 3
only show four variable forecaster of variable criterion desire visiting shopping centre namely
entertainment, variety, mall essence and design included into regression model in p < .05.
However, results of a study rejected researcher's assumption that ambient factors, design and
factor comfort is desire‟s forecaster choose that shopping centre.
Correlation between variable criterion and variable factor entertainment forecaster was
.634, correlation between variable criterion and combination between entertainment and
factor variety was .688. Correlation between variable criterion and linear combination
between all four variable forecaster was .713. Value R2 as much as .402 represent that 40.2%
internal change variable criterion (Desire to choose a shopping centre) is because of change in
entertainment factor. Linear combination all four variable that forecaster contribute as much
as 50.8% internal variance variable criterion Desire to chose a shopping centre.
Value F's show that there is relationship between all four variable that forecaster with
variable criterion in significant level p < .05. Regression coefficient value b of all four factor
variable forecaster in combination form linear. Value β representing regression coefficient
standard of all four variable that forecaster in combination form linear. T-Test shows
significant decision in p < .05.
As significant, entertainment factor [F (1, 299) = 200.61, p < .05] contribute as much as
40.2% variance (R2 = .402) in Desire to chose a shopping centre. This mean entertainment
factor (β = .634, p < .05) gave most influence on consumer make a selection on a shopping
centre to visit.

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 Table 3: Results on regression on mall attractiveness
Model Summary (e)

Model R R Square F Sig.

1 .634(a) .402 200.614 .000(a)
2 .688(b) .474 133.781 .000(b)
3 .706(c) .498 98.069 .000(c)
4 .713(d) .508 76.231 .000(d)
a Predictors: (Constant), Entertainment
b Predictors: (Constant), Entertainment, Variety
c Predictors: (Constant), Entertaintment, Variety, Mall Essence
d Predictors: (Constant), Entertaintment, Variety, Mall Essence, Design
e Dependent Variable: Desire

COEFFICIENT(a)

Model Unstandardized Standardized t Sig.

Coefficient Coefficient
B. Std. Error Beta
1 (Constant) .912 .171 5.349 .000
Entertainment .659 .047 .634 14.164 .000

2 (Constant) .130 .202 .644 .520

Entertainment .505 .050 .486 10.108 .000
Variety .350 .055 .306 6.357 .000

3 (Constant) -.102 .207 -.493 .623

Entertainment .402 .056 .387 7.186 .000
Variety .263 .058 .230 4.503 .000
Mall Essence .249 .065 .218 3.807 .000

4 (Constant) -.236 .212 -1.110 .268

Entertainment .368 .057 .354 6.431 .000
Variety .242 .059 .212 4.131 .000
Mall Essence .195 .068 .171 2.850 .005
Design .143 .059 .130 2.423 .016
a Dependent Variable: Desire

Entertainment factor combination (β = .486, p < .05) and variety factor (β = .306, p < .05)
adding as much as (47.4 - 40.2) % or 7.2% to variance (R2 = .474) in desire make a selection
on a shopping centre [F (2, 297) = 133.78, p < .05]. However, variable factor forecaster mall
essence and factor design contribute a small percentage on decided in shopping centre
selection because combination variable factor forecaster mall essence (β = .171, p < .05) and
factor design (β = .130, p < .05) with entertainment factor (β = .354, p < .05) and ambient

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factors (β = .212, p < .05) just add on as much as (50.8 - 47.4)% or 3.4% variance (R2 = .508)
in desire to chose a shopping centre [ F(4, 295) = 76.23, p < .05].

4.3 The factors of shopping mall attractiveness which influenced consumer make a
selection to visit based on demographic factors

Table 4: T-Test and ANOVA based on demographic

Value T Value F
Sex -.913
Age 2.245
Mall Attractiveness Ethnic 3.72*
Marriage 4.037*
Academic Level 1.905
Monthly Salary 1.125
* Significant p < .05

Through T-test analysis show that respondent's gender does not affect consumer make a
selection on shopping centre. Analytical ANOVA's test which operate only marriage and
ethnic status respondent influence those in decision-making process in selection one shopping
centre. Age, respondent academic level and monthly salary found does not affect respondent
decision on selecting a shopping mall.

5. Conclusion and Implication

Seven attractiveness dimensions which influenced consumers decision making in choosing a
shopping centre in Kuala Lumpur which are variety, mall essence, entertainment, ambient,
design, layout and convenience.
Factors had been listed is parallel to factors are being studied by many theorist or
researcher such as Wakefield and Baker (1998), Bloch et al. (1994) and Ismail (2006).
According to study by Bloch et al. (1994) and Ismail (2006) had showed variety factor,
mall essence factor and entertainment in shopping centre were the factor which can influence
consumer decision making in choosing a shopping centre. Wakefield and Baker (1998) had
studied ambient factors, design factor, factor architecture and comfort factor.
From the result of this study, we found that entertainment factor is the most important
attractiveness factor that influence consumer decision in choosing a shopping centre.
Management can provide suitable place for the family to rest, funhouse, cinema, special
promotion or campaign, window shopping and restaurant.
Management should prepare various tenant and types of business in shopping centre. This
can be increased by providing various shops, service in food, restaurant and entertainment.
According to Nicholls et al. (2002) most consumers preferred merchandise, special outlets,
department store, location and atmosphere in a shopping centre as their current major criteria
for the selection of shopping centre. Only part of the consumer will give priority on price and
parking as a factor which resulted in the selection on a shopping centre.
Most consumers give priority to entertainment in a shopping centre, therefore the
management should prepare the service in more attractive and sophisticated so that can attract
consumer's attention. Service prepared attracts consumer interest would result in consumer
visiting that shopping centre more often and they will spend more.

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 Hu and Cynthia (2006) said that consumers having positive attitude towards product
quality and service together in shopping centre where more social cues stated. They also have
higher perception on shopping centre image.
Based on the finding, the implication of this study is that, it is important for shopping mall
management to focused on the shopping mall attractiveness in order to influence the decision
making of consumer in choosing a shopping mall to visit and do shopping. At the same time,
the management of shopping malls must understand the consumer's needs based on their
demographic such as sex, ethnic, marital status, jobs and education level.

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