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When income matters: Customers evaluation of shopping malls’ hedonic and utilitarian orientations

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  • Allard, Thomas
  • Babin, Barry J.
  • Chebat, Jean-Charles

Abstract

This study, based on 772 shopper's interviews in two shopping malls, establishes that malls can achieve differentiation from their competitors through the pursuit of singular orientations following the hedonic and utilitarian dimensions of shopping. Furthermore, perceived differentiation from competitors is found 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, although slightly more by those with lower income. However, utilitarian orientation appeared strictly effective on those with higher income. Theoretical and managerial implications along with limitations are discussed.

Suggested Citation

  • Allard, Thomas & Babin, Barry J. & Chebat, Jean-Charles, 2009. "When income matters: Customers evaluation of shopping malls’ hedonic and utilitarian orientations," Journal of Retailing and Consumer Services, Elsevier, vol. 16(1), pages 40-49.
    • Handle: RePEc:eee:joreco:v:16:y:2009:i:1:p:40-49
    DOI: 10.1016/j.jretconser.2008.08.004
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    Cited by:

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    7. Haoying Han & Noman Sahito & Thuy Van Thi Nguyen & Jinsoo Hwang & Muhammad Asif, 2019. "Exploring the Features of Sustainable Urban Form and the Factors that Provoke Shoppers towards Shopping Malls," Sustainability, MDPI, vol. 11(17), pages 1-20, September.
    8. Idoko, Edwin Chukwuemeka & Nkamnebe, Dominic. Anayo & Okoye, Victor Ifesinachi, 2017. "Predictors and Characterization of Mall Shoppers in A Typical Sub-Saharan African Context: Evidence from Nigeria," Indian Journal of Commerce and Management Studies, Educational Research Multimedia & Publications,India, vol. 8(1), pages 01-15, January.
    9. Poncin, Ingrid & Ben Mimoun, Mohamed Slim, 2014. "The impact of “e-atmospherics†on physical stores," Journal of Retailing and Consumer Services, Elsevier, vol. 21(5), pages 851-859.
    10. Ben Mimoun, Mohamed Slim & Lancelot Miltgen, Caroline & Slama, Boulbeba, 2022. "Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    11. Cervellon, Marie-Cécile & Sylvie, Jean & Ngobo, Paul-Valentin, 2015. "Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 31-51.
    12. Dragin Aleksandra & Lazarević Aleksandra & Mijatov Maja, 2018. "The Position of Tourist Escorts in Serbia," Economic Themes, Sciendo, vol. 56(2), pages 203-220, June.
    13. Brown, James R., 2020. "The competitive structure of restaurant retailing: the impact of hedonic-utilitarian patronage motives," Journal of Business Research, Elsevier, vol. 107(C), pages 233-244.
    14. Min-Kyu Kwak & JeungSun Lee & Seong-Soo Cha, 2021. "Senior Consumer Motivations and Perceived Value of Robot Service Restaurants in Korea," Sustainability, MDPI, vol. 13(5), pages 1-15, March.
    15. Kacprzak, Agnieszka & Pawłowska, Anna, 2017. "Work and shopping overflow — Consequences and differentiation among selected psychological and demographic characteristics," European Management Journal, Elsevier, vol. 35(6), pages 755-765.
    16. Büyükdağ, Naci & Kitapci, Olgun, 2021. "Antecedents of consumer-brand identification in terms of belonging brands," Journal of Retailing and Consumer Services, Elsevier, vol. 59(C).
    17. Manuel Cuadrado & Maja Šerić & Martina G. Gallarza, 2018. "Evaluating Dance Consumption through the Experiential Value Approach," Tržište/Market, Faculty of Economics and Business, University of Zagreb, vol. 30(2), pages 147-164.
    18. Krey, Nina & Picot-Coupey, Karine & Cliquet, Gérard, 2022. "Shopping mall retailing: A bibliometric analysis and systematic assessment of Chebat's contributions," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    19. Kacprzak, Agnieszka & Dziewanowska, Katarzyna, 2019. "Investigating the influence of consumer socio-demographic characteristics on the preferred type of consumption experience," Journal of East European Management Studies, Nomos Verlagsgesellschaft mbH & Co. KG, vol. 24(4), pages 513-544.
    20. Jackson, Vanessa & Stoel, Leslie & Brantley, Aquia, 2011. "Mall attributes and shopping value: Differences by gender and generational cohort," Journal of Retailing and Consumer Services, Elsevier, vol. 18(1), pages 1-9.
    21. Linda Seduram & Abdullah Al Mamun & Anas A. Salameh & Selvan Perumal & Hasnizam Shaari, 2022. "Predicting Smartphone Brand Loyalty Using Four-Stage Loyalty Model," SAGE Open, , vol. 12(2), pages 21582440221, May.
    22. Chebat, Jean-Charles & Haj-Salem, Narjes & Oliveira, Sandra, 2014. "Why shopping pals make malls different?," Journal of Retailing and Consumer Services, Elsevier, vol. 21(2), pages 77-85.
    23. Norlaile Salleh Hudin & Nur Shafiqa Azrin Khairil Annuar & Ahmad Zainal Abidin Abd Razak, 2019. "The Influence of Hedonic and Utilitarian Shopping Value Towards Consumer Behavioral Intention Among Youth Mall Shoppers," Research in World Economy, Research in World Economy, Sciedu Press, vol. 10(5), pages 1-8, December.

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