INVESTIGATING THE IMPACTS OF MALL DESIGN ON THE PATRONAGE OF SHOPPERS

Abstract

With the rise of e-commerce, developers and mall owners continue to seek to find creative ways to increase the patronage of shoppers. This study is focusing on how the different aspects of mall design may have an impact on the patronage of shoppers. It is crucial to examine which aspects of the mall can have a greater influence on the mall’s patronage. Using a carefully crafted survey questionnaire, 500 shoppers from five shopping malls in different parts of Singapore were surveyed to find out their views and perceptions towards e-commerce and how the different aspects of mall design may influence their shopping patterns. From the responses provided, it was deduced e-commerce is more welcomed by the younger age groups. Also, the mall design aspects that are considered attractive to shoppers can differ by gender and age groups. The ANOVA test was carried out to understand the relationship between the different aspects of mall design and the patronage of shoppers. There was a significant relationship between the two whereby the better the mall design, the higher the patronage of shoppers. Therefore, malls should be creatively designed in terms of the different aspects to improve the attractiveness of the malls and to create a unique shopping experience for shoppers. In doing so, shoppers will be attracted to shopping in malls again.