The Study Of Shopping Mall Service Quality Influencing Consumers' Cross-buying

In recent years,China has become the most active shopping mall developing market in the world.However,the whole industry faces the problem of insufficient effective supply and ineffective supply.Under such pressure,the operators have to seek new growth direction.In essence,shopping mall was designed to meet consumer demand of multi-purpose and hedonic consumption,which means the consumer cross-buying different goods,catering and entertainment services in the shopping mall.Consumer repeat purchase could generate high sales for shopping mall,however,trying to broaden consumers cross-buying would bring more profits.Based on the existing research and used SPSS 19.0,this paper studies the influence of shopping mall service quality on consumer cross buying.Eventually we obtained following conclusions:the tangibles,reliability,assurance and empathy of Shopping Mall Service have significant influence on consumers' cross buying;hedonic service quality and consumer association has an intermediary role;customer involvement in service quality affect consumers' perceived value plays a pleasure enhanced regulation type.The research is that the influence of shopping mall service quality on consumer cross buying,and examined the perceived value as the mediating role of them.Finally,this research effective identified the target consumer with higher intention of cross buying,which complemented the existing research.