Investigating factors contributing to young female fashion shopper's approach behavior response towards mall environment in HCMC
Abstract
The primary objective of this study is to examine overall cognition of mall and apparel product quality and their interaction as well. The secondary one is to explore how the shopping mall’s environment and product quality influences the shopping emotions (arousal and pleasure), shopping value (hedonic and utilitarian) as well as approach behavior among a good few young female fashion shoppers in Ho Chi Minh City. The results indicate that the consumers are more likely to place greater value on hedonic than on utilitarian experience. Likewise, it appears from this study that shopping mall atmosphere shapes consumers’ perception on merchandise value, which in turn, influence consumers’ emotional responses (pleasure and arousal), which have positive effects on shopping values (utilitarian and hedonic) and approach behavior. As confirmed in the result of this study, it is as well necessary that mall management and retailers should orient the mall images such as components chosen by consumer objectives or whether the malls have identical image dimensions. Besides that, efforts should clarify the causal variables of utilitarian and hedonic value. A matter of concern
is that providing several new products, better classification of products, friendly sales personnel, and exciting shopping atmosphere can make shopping experiences more
recreational, enjoyable and functional as well.