Mall attributes and shopping value: Differences by gender and generational cohort

Shopping value is a two-dimensional concept that captures the hedonic and utilitarian benefits derived from a consumer visit to a retail store. Extending the concept to the context of a shopping mall provides a measure of the benefits derived from experiencing a set of mall attributes. A number of studies have looked at antecedents and outcomes of shopping value for retail stores. But only one study has examined shopping value in the context of a mall and no studies could be located that examine the moderating effects of gender and generational cohort on mall attribute importance and shopping value. The current study investigates the extent to which attitudes toward mall attributes and shopping value derived from a mall visit differ across gender and generational cohorts. Analysis of survey results show no differences in hedonic and utilitarian shopping values by generational cohort, but generational differences in attitude toward mall hygiene factors, locational convenience and entertainment features did exist. Results also show that females derive greater levels of hedonic shopping value from a trip to the mall and also show more positive attitudes toward mall hygiene factors and entertainment options in comparison to males. No difference in utilitarian shopping value and attitude toward locational convenience were found between males and females.