European Journal of Business Science and Technology 2023, 9(1):118-135 | DOI: 10.11118/ejobsat.2023.003

Measuring Emotional Response from the Mall Experiences: A Case of Tier II and III City Malls in India

Vivek Devvrat Singh1, Utkal Khandelwal1, Ankit Saxena1
1 GLA University, Mathura, India

A mall has a holistic solution for a variety of consumer needs. Malls have aggressively spread in small cities too. The presence of malls in tier II & III cities of India may have provided diversified experiences of mall culture to its residents. Malls offer an abundance of retail offerings with entertainment and leisure. Previous studies focused upon metro city malls and provided results towards mall attributes, consumer experiences, evoked emotional responses, and patronage intentions. Hence, it is indeed necessary to examine the behavioral aspects associated with visitors of small (non-metro/tier II & III) city malls to assess the change in consumption patterns of small city consumers. The present study attempts to investigate linkages among mall attractive dimensions, visitors’ experiences, and visitors’ emotions. A sample size of 613 (from malls of tier II & III cities, India) was analyzed using SEM through SmartPLS 3. Finding suggests significant relationships with few exceptions. Responders’ emotions (pleasure and arousal) are predicted when they are interacted with mall attractive dimensions due to experiences. The results may benefit mall management, mall tenants, consumers, and society at large.

Keywords: mall shopping, retail, shopping behavior, mall attractiveness, experience economy, pleasure, arousal
JEL classification: D91, L81, M10, M21

Received: October 22, 2022; Revised: February 26, 2023; Accepted: March 12, 2023; Published: June 30, 2023  Show citation

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Devvrat Singh, V., Khandelwal, U., & Saxena, A. (2023). Measuring Emotional Response from the Mall Experiences: A Case of Tier II and III City Malls in India. European Journal of Business Science and Technology, 9(1), 118-135. doi: 10.11118/ejobsat.2023.003
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