Volume 32, Issue 1, 2023
DOI: 10.24205/03276716.2023.7004
Measuring the Factors Associated with Shopping Mall Traffic Attraction Gleaned from Consumer Psychology in India
Abstract
In today's customer-centric urban world, service platforms like shopping mall and transportation infrastructures are growing rapidly. It is important to improve, maintain and manage operations to achieve a consistent level of service. In this study, factors influencing traffic attraction in various classes of malls in India were measured by consumer psychology. A consumer psychology survey was conducted in 11 malls where a random sampling technique was followed. 5091 responses were collected using a self-administrated questionnaire. The latent construct factors were identified using Factor analysis followed by Structural Equation Modelling (SEM) to investigate empirically the causal relationships among the factors considered. It was found that the tendency of travel, means of travel, class of travel, and location dependence were major factors for patron traffic attraction in malls of Class A, B, C, and D respectively. The research shall help the mall to understand the factors affecting customer attraction. For urban and transportation planners, this shall be used as groundwork for improving accessibility and mobility.
Keywords
Consumer Psychology; Urbanization; Shopping mall patron; Traffic Attraction; Structural Equation Modelling; Sustainable transport