Mall Love among Adult Pakistanis Integration of Stimulus Organism Response Model and Technology Acceptance Model

Abstract

The findings revealed that ‘hedonic value’ directly influences visitors’ mall love, whereas other stimuli of the shopping environment do not significantly affect mall love. While testing the mediation, the results indicated that emotional experience, attitude, and escalator use strengthen the relationship between shopping environment and mall love. It is interesting to observe that the use of escalators in shopping malls results in developing mall love among visitors in Pakistan. The study has theoretical and practical significance for the shopping mall business, especially in the developing countries. As an inclusive study, this work is likely to benefit the entire gamut of stakeholders, including shopping mall managers, academic researchers, and practitioners, by adding knowledge to the existing body of literature, and guide future research on shopping mall business. As its major feature, this study presents the integration of the Stimulus-Organism-Response model and Technology Acceptance Model. On the practical side, this study offers suggestions and guidelines that will benefit the shopping mall management in attracting visitors through better management of the mall environment.