Research On Determinants Of Shopping Malls' Attractiveness

In recent years, shopping malls, as the main business form in European countries, have developed rapidly in our country especially in coastal cities. Current research on shopping malls is mainly about preliminary planning, investment and development, financing or agglomeration format and customer satisfaction, store image and customer choices. All these research paid little attention on the attractiveness of shopping malls. So this paper bases on previous studies, and takes shopping malls in Guangzhou as study point and we will focus on the factors of shopping malls attractiveness and their weight. The main purpose is to analyze the factors of shopping malls attractiveness from customers'perspective and make a contrast with European countries, so that we can provide some targeted marketing and management advices to the managers of shopping malls.Basing on practical problems and theory, we point out business,environment, service, and site-related factors and the relationship with attractiveness of shopping malls(customer satisfaction and patronage intentions) , hypothesis and theory model. Then, we formulate the scale of related variables basing on theory review, and then select Teemall, Zhengjia Plaza and China Plaza in Guangzhou as investigate object, a total of 268 valid samples, and analyze data by SPSS 17.0 and AMOS7.0, evaluating model fitness and testing hypothesis by using SEM.Empirical results show that measurement scale has good reliability and validity, model fitness is good. And in these factors, anchor store, tenant-mix and atmosphere has a very positive correlation to overall attractiveness and persistent attractiveness. Namely, the more customers feel better about anchor store, tenant-mix and atmosphere, the more they will evaluate positively about the attractiveness of shopping malls.