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

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.