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Examining shopping mall consumer decision-making styles, satisfaction and purchase intention

Alavi, S. A. and Rezaei, S. and Valaei, N. and Wan Ismail, W. K. (2016) Examining shopping mall consumer decision-making styles, satisfaction and purchase intention. International Review of Retail, Distribution and Consumer Research, 26 (3). pp. 272-303. ISSN 0959-3969

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Understanding consumer decision-making (CDM) styles is essential for market segmentation, positioning and crafting marketing strategies within a market. Few studies have examined the structural relationship among decision-making styles that consumers exhibit during mall shopping, level of satisfaction and purchase intention. The purpose of this study was to examine CDM styles as the antecedents and predictors of level of satisfaction and purchase intention. Based on the Consumer Styles Inventory, eight CDM styles that individual exhibit during shopping mall activities are proposed in terms of utilitarian and hedonic perspectives. We hypothesize these eight CDM styles as a set of predictors of customer satisfaction and purchase intention. A total of 327 valid paper-and-pencil questionnaires were collected from several shopping malls in Kuala Lumpur, Malaysia. Partial least squares (PLS) path modelling approach, a structural equation modelling (PLS-SEM) technique was performed to test the proposed structural relationships. The empirical assessment supports that hedonic shopping styles consumers that exhibit high level of habitual, brand consciousness, fashion consciosness, recreational conscious style have lower levels of satisfaction and purchase intention during mall shopping while novelty and fashion conscious style consumers have lower level of satisfaction but do not unveil lower purchase intention. Utilitarian shopping styles consumers that exhibit high level of price conscious, confused by overchoice and high-quality conscious style have higher levels of satisfaction while impulsive/careless shoppers do not; and while price conscious, impulsive/careless, confused by overchoice consumers have higher levels of purchase intention but the high-quality conscious consumers do not unveil higher purchase intention. Further, there is a positive relationship between satisfaction and purchase intention. The practical and managerial implications are discussed.

Item Type:Article
Uncontrolled Keywords:Consumer decision-making (CDM), styles purchase intention, satisfaction shopping malls
Subjects:H Social Sciences > HF Commerce
Divisions:International Business School
ID Code:72523
Deposited By: Haliza Zainal
Deposited On:27 Nov 2017 01:28
Last Modified:27 Nov 2017 01:28

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