What Drives Shopping Mall Attractiveness?

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My article investigated the drivers of shopping mall attractiveness. Which of various shopping mall qualities are key to building a mall’s attractiveness? This was the fundamental question in the cross-sectional, survey-based correlational study. The participants included 384 adult Poles (192 men and 192 women whose median age was 22). The survey included 58 items – nine to measure the shopping mall’s attractiveness (its emotional impact, cognitive effect and the customer’s visiting frequency), and 49 to measure its hypothetical predictors. The investigated objects were six urban shopping malls in Wroclaw, Poland. It turned out that shopping mall attractiveness was driven mainly by their atmosphere and social positioning. Surprisingly, the more subjectively noisy and crowded the shopping mall was, the more attractive it appeared to be; commerce-related features, on the other hand, while usually treated as vital to a shopping center, contributed relatively little to the mall’s attractiveness.

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