Investigation of the Effects of Hedonic Value and Utilitarian Value on General Attitude of Customers Evaluation of Shopping Mall (Case Study: Hyperstar)

Subject Areas : Jounal of Marketing Management

H. Soleymani ^{1 *}

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Received: 2013-08-25 Accepted : 2013-08-25 Published : 2012-06-21

Keywords: Shopping malls, Hedonic Value, Utilitarian Value, Retail orientation, Hedonic and utilitarian shoppi, Place attachment, Perceive differentiation, Customers evaluation,

Abstract :

This study, based shopper’s in shopping malls, establishes investigation that malls can achieve orientations following the hedonic value and utilitarian value dimensions of shopping. Furthermore, investigation  perceived differentiation to positively influence customers’ attachment to the mall, a determining factor in the mall’s evaluation. Interestingly, mall’s orientation related to hedonic elements was found appealing by all subjects.                                                                                                                 This study investigates how the pursuit of singular orientations (along  the hedonic /utilitarian  range ) can  generate a feeling of attachment to the mall  for customers. Generating such special  connection  with customers is important because it influences their general evaluation of  the mall. Those findings open promising  avenues  for  segmentation tool  to come .                                             The  study  was  conducted  on  203  respondents who wer  interviewed  in  two  shopping  malls; data  were analyzed using structural equation  modeling. Furthermore  conceptual model  Investigation  of  the  Hedonic  Value , Utilitarian  Value, place attachment, perceive differatitian , emotion (negative, positive) and General  Attitude of Customers  Evaluation  of  Shopping mall  Important managerial  implications for malls’ tenants  providing  clear guidance in developing  new strategies  are  discussed  along  with limitations and avenues for  future research.