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From traditional to transformed : Examining the pre- and post-COVID consumers’ shopping mall experiences
Mortimer, Gary Andrade, María Lucila Osorio Fazal-e-Hasan, Syed Muhammad
Mortimer, Gary
Andrade, María Lucila Osorio
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.
Keywords
COVID-19, pandemic, shopping malls, customer value, customer experience
Date
2024
Type
Journal article
Journal
Journal of Retailing and Consumer Services
Book
Volume
76
Issue
Page Range
1-9
Article Number
Article 103583
ACU Department
Peter Faber Business School
Faculty of Law and Business
Faculty of Law and Business
Collections
Relation URI
Source URL
Event URL
Open Access Status
Published as ‘gold’ (paid) open access
License
CC BY 4.0
File Access
Open
Notes
© 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/).