A Qualitative Analysis of Factors Influencing Shopping Center Preferences Based on Online Customer Reviews: The Case of Novamall

Shopping malls are increasingly recognized as a key component of organized retailing. These centers function as dynamic hubs where consumers can both socialize and easily fulfill their needs. Through social media platforms, consumers can share their experiences, and these shared insights can influence others’ behaviors and decision-making. This study aims to analyze 337 reviews of the Novamall shopping center posted by consumers on the TripAdvisor platform. The study uses content analysis to identify the factors that drive consumers’ preferences for visiting Novamall. The analysis categorizes these factors into two main groups: push and pull factors. These broad categories are further elaborated through 17 subcategories. Push factors include relaxation, rest, calmness, and the desire for escape, while pull factors encompass store and brand mix, price, shopping center size, transportation, air conditioning, product originality and quality, entertainment facilities, customer service, gastronomy, cleanliness, design and decoration, security, and parking. Among the push factors, "relaxation" was the most frequently mentioned, while “store and brand mix†was the most commonly cited pull factor.