DETERMINING PHYSICAL ATTRIBUTES THAT AFFECT SHOPPER ENJOYMENT IN SHOPPING CENTRES LISTED UNDER DIFFERENT DEVELOPERS

Abstract

Numerous previous research focuses on the impact of both physical and abstract factors on the attractiveness or patronage of a shopping centre. However, limited studies were undertaken to specifically analyze effects of tangible attributes on shoppers’ experience at shopping centres. Therefore, this research aims to identify physical attributes that affect shopper enjoyment in suburban and city fringe shopping centres. It also examines these attributes across shopping centres built by different developers. Based on data analysis of the survey findings, the attributes that are deemed to contribute most significantly to shopper enjoyment are ease of navigation, adequacy of entertainment facilities, variety of tenant mix and availability of specific brands as they are unanimously significant across all the shopping centres. Results are largely similar for all shopping centres and this indicates that the different developers do not have considerable influence on the findings. Shopping experiences of shoppers with different profiles are investigated and analysis is made on how each group perceive the attributes. This study hopes to assist the management of shopping centres by allowing them to gain better understanding of using these attributes to improve the overall experience of shoppers.