Shopping-centre attributes affecting male shopping behaviour

Abstract

Although there is an extensive body of literature on shopper orientation and consumer behaviour, research relating to male shoppers has been neglected. This study attempts to provide in-depth insights into retailer factors that have an influence on male shopping enjoyment. In particular, men place great importance on attributes such as 'cleanliness of the shopping centre', 'high-quality customer service' and 'good product knowledge of sales personnel'. The results suggest that 'shopping-centre features', 'ancillary facilities', 'value-added features' and 'special events' are the broad retailer categories that are significant in affecting male shoppers' enjoyment. In addition, the weighted factor rating analysis shows that male shoppers consider the 'shopping-centre features' as relatively more important than the rest of the broad factors. The findings provide useful implications for retail management and marketing strategies.