From Shopping Center's Image to Purchase Intention with Perceived Value, Customer Satisfaction and Customer Preference (Case Study: Shopping Centers in Semnan)

Attractive environment development as an important retail strategy has a positive impact on consumer purchasing behavior. This study investigates the effect of the shopping center's image on the purchase intention by mediating the utilitarian and hedonic perceived value, customer satisfaction and customer preferences.
The present study is applied in nature, and descriptive in terms of data collection. The statistical population consists of shopping centers customers in Semnan from which, 182 questionnaires were collected randomly. Cronbach's alpha and composite reliability were used to determine the reliability of the questionnaire. To determine validity, convergent and divergent validity has been used. The hypotheses of the research have been tested using structural equation modeling.
The results from this study indicate the direct and significant impact of the shopping center image on the purchase intention, utilitarian perceived value, and hedonic perceived value as well.Meanwhile, the direct and significant impact of the utilitarian perceived value and hedonic perceived value on customer satisfaction and customer preference, as well as the direct and significant impact of the customer satisfaction and customer preference on purchase intention was approved.
Creating an optimal mental image of the shopping mall in the minds of customers is one of the important factors in attracting new customers and preserving the previous customers, which by increasing the value of customer satisfaction and preferences, increases the willingness of customers to do purchases.