ATMOSPHERE OF THEMATIC SUBURBAN MALL: THE INFLUENCE OF RESPONSE MODERATORS

Abstract

The pressure to develop cost-effective retail design solutions has heightened the need to understand better the atmospherics-behaviour relationship. This study extends the current literature by studying the atmospherics elements in thematic suburban mall, as well as looking at the influence of response moderators. The main focus is upon linkages between the perceived environment and mood states, while accounting for various "response moderators". These moderators, which regulate the relationship between perceived environment and mood states, include shopping motives, personality traits, expectations and familiarity with the environment. Using Analysis of Moment Structures (AMOS), an integrated Mehrabian-Russell & conceptual model is calibrated and tested through a survey of 500 shoppers in Singapore's first thematic suburban mall (Compass Point Shopping Centre). The results show that shopping motives, personality traits, expectations from the visit, and familiarity with the environment do moderate the relationship between perceived environment and shoppers' mood states. This result is, to a large extent, consistent with past studies researched upon the atmospherics-behaviour relationship in shopping malls in the city centre.