BRIDGING SHOPPING CENTRE IMAGE TO PREFERENCE: STIMULUS-ORGANISM-RESPONSE APPROACH

Abstract

This study presents the effects of shopping centre image on consumers' perception and the resulting influence on their preference level. Cast into a stimulus-organism-response (S-O-R) framework, S-0 and S-R relationship of consumer retail behavior were examined. In particular, it is to focus on how consumers' perception of the attributes of shopping centre image affects their preference for the shopping centre. In this study, twenty variables were factor analyzed with data collected from a survey using a random sampling. Six stimuli that pertain to shopping centre attributes were identified, including marketing strategy, transportation aspect, facilitative factor, assortment, parking facilities and special attraction. Consumers' preference is based on their post-visit ranking of the shopping centre. Results from Multiple Regression Analysis (MRA) analysis revealed the following attributes as significantly influencing consumers' preference: special attraction, assortment, parking facility and marketing strategy of the shopping centre. Applicability and implications of the findings as well as suggestions for further study are discussed.