Phenomenological Study of Shopping Mall Atmosphere and Customer Shopping Behavior

The purpose of this study was to phenomenological identify the atmosphere (space) of shopping malls - as a lesser known phenomenon - and the customers shopping behavior from multi-purpose shopping malls / malls. In general, the purpose of this study is to explore the meaning of the atmosphere (space) of shopping centers from the perspective of participants (subjects).Research

This study was a qualitative approach with phenomenological method. The population of this study consist of 12 mall experts and customers who were selected by purpose method with snowball sampling. Data were collected by the deep interview guide. All the interviews were recorded and transcribed. Date were analysis similar to by grounded theory approach, the process of concepts, sub-themes and main themes was done using by Atlas.ti ver.8 software.

This study showed that the atmosphere of shopping center/malls includes seven themes: External Variables, Internal Variables, Visual Merchandising, Human Variables, Tenant Mix, and Consideration of Noncommercial Spaces, and Multiple Sense. The mall evaluation have five themes: Self –Congruity, Functional Congruity, Customers’ Interpretation, Effectiveness of Environmental Factors, and Social Responsibility. Also, the customers shopping behavior from shopping centers and malls includes six themes: the sense of a Hedonistic Shopping, Utilitarian Shopping, Mall Patronage, Customer Experience, Comprehended Risks, and finally mall promotion and advertising.

The atmosphere of shopping malls/centers influences the behavior of customers and their evaluation of shopping malls. The success of these centers and increasing customer’s loyalty dependent on attention to the atmospheric of shopping centers determinants.