From traditional to transformed : Examining the pre- and post-COVID consumers’ shopping mall experiences

Journal article

Mortimer, Gary, Andrade, María Lucila Osorio and Fazal-e-Hasan, Syed Muhammad. (2024). From traditional to transformed : Examining the pre- and post-COVID consumers’ shopping mall experiences. Journal of Retailing and Consumer Services. 76, p. Article 103583. https://doi.org/10.1016/j.jretconser.2023.103583
AuthorsMortimer, Gary, Andrade, María Lucila Osorio and Fazal-e-Hasan, Syed Muhammad
Abstract

Recently published exploratory research has suggested COVID-19 control protocols implemented during the pandemic may have altered the values and experiences customers seek within shopping malls. We refer to this as a shift from ‘traditional’ to ‘transformed’. This current study responds directly to calls for a deeper understanding of changes in post-pandemic consumer behaviour. Data were collected from shoppers via an online survey in two stages – pre-COVID (n = 356) and post-COVID (n = 367). Structural Equation Modelling (SEM) was employed to test the developed hypotheses, with the key objective to determine if the relationships between the variables have changed. Path invariance was tested using the structural invariance technique, finding the model differed between pre-COVID and post-COVID time points. Results indicate in a post-COVID era, utilitarian and transactional value have a stronger influence on customer's functional experience, leading to revisit intentions, whereas hedonic and social interaction value, have a weaker influence on the customer's social experience within shopping malls. Contributions to knowledge and practice are offered.

KeywordsCOVID-19; pandemic; shopping malls; customer value; customer experience
Year2024
JournalJournal of Retailing and Consumer Services
Journal citation76, p. Article 103583
PublisherElsevier Ltd
ISSN0969-6989
Digital Object Identifier (DOI)https://doi.org/10.1016/j.jretconser.2023.103583
Scopus EID2-s2.0-85173056346
Open accessPublished as ‘gold’ (paid) open access
Page range1-9
Publisher's version
License
File Access Level
Open
Output statusPublished
Publication dates
Online04 Oct 2023
Publication process dates
Accepted29 Sep 2023
Deposited03 Jun 2025
Additional information

© 2023 The Authors. Published by Elsevier Ltd. This is an open access article under the CC BY license (http://creativecommons.org/licenses/by/4.0/).

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