When income matters: Customers evaluation of shopping malls’ hedonic and utilitarian orientations

Abstract This study, based on 772 shopper's interviews in two shopping malls, establishes that malls can achieve differentiation from their competitors through the pursuit of singular orientations following the hedonic and utilitarian dimensions of shopping. Furthermore, perceived differentiation from competitors is found to positively influence customers’ attachment to the mall, a determining factor in the mall's evaluation. Interestingly, mall's orientation related to hedonic elements was found appealing by all subjects, although slightly more by those with lower income. However, utilitarian orientation appeared strictly effective on those with higher income. Theoretical and managerial implications along with limitations are discussed.

• Publication year

  2009

• Venue

  Journal of Retailing and Consumer Services

• Publication date

  Unknown publication date

• Fields of study

  Business

• Identifiers
  DOI 10.1016/J.JRETCONSER.2008.08.004
• External record

  Open on Semantic Scholar

• Source metadata

  Semantic Scholar

• No claims are published for this paper.

• No concepts are published for this paper.

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