Research On The Relationship Between Shopping Environment And Consumer Attraction In Shopping Malls

With the vigorous development of economy,culture and the Internet,consumers' shopping needs,shopping forms and habits have changed greatly.The lack of environmental characteristics in the rapid development of shopping malls has led to obvious deficiencies in their attraction to consumers.Shopping environment is a potential advantage to enhance consumers' interest in shopping malls.There are few high-quality research results on the impact of shopping malls' s environment on consumer attraction in China.It is of great value to study the relationship between shopping environment of shopping malls and consumer attraction from both practical and theoretical perspectives.On the basis of the major scholars' s research results at home and abroad,the definition of shopping malls,shopping environment and consumer attraction are defined.Based on the Theory of Retail Attraction,Theory of Consumer Behavior,Theory Consumer Purchase Decision and Theory of Stimulus-Response,the paper the shopping environment into four categories: background factors,design factors,personnel factors and convenience factors,and classifies consumer attraction into two categories: overall consumer attraction(customer satisfaction)and lasting consumer attraction(patronizing motivation).Nine theoretical hypotheses are put forward and a complete theoretical model is constructed for the relationship between the four categories of shopping environment factors and two categories of consumer attraction and the interaction between consumer attraction.Shopping environment and consumer attraction are potential variables that cannot be directly measured.In order to facilitate the measurement of survey data,corresponding measurable indicators need to be selected.Therefore,practical and representative indicators involved in existing researches by many scholars at home and abroad are summarized,the required evaluation methods are determined.A complete evaluation index system is established for scale design.In the process of empirical research,in order to ensure the representativeness of the evaluation index as well as the accuracy and scientificity of the survey,after in-depth communication with experts in the commercial field,managers and consumers of shopping malls,the logic and expression problems in the questionnaire were found and revised repeatedly to make it serve the theme with the clearest meaning.According to the development status of Chongqing's shopping malls,three typical shopping malls in two core business circles of Jiefangbei and Guanyinqiao are selected as the research objects.The data are collected through the combination of online Questionnaire Star and offline on-site questionnaires.In small-scale pre-research the reliability and validity of data are analyzed and some research indicators are deleted according to the actual situation.On the condition of reasonable reliability and validity,the structural equation model was used to establish,test and revise the theoretical model and test the nine theoretical hypotheses proposed in the formal investigation.The results show that personnel factors and design factors have great influence on the overall consumer attraction,followed by convenience factors and situational factors.As far as lasting consumer attraction is concerned,situational factors has the greatest influence,followed by convenience and design factors.Finally,based on the conclusion of empirical analysis,some guiding suggestions are put forward for managers of shopping malls and shops from the perspective of consumers to improve the attractiveness of consumers.