The Exploration of the Effective Elements on Mall Patronage Intention with Taxonomy Based Mixed Method Approach

As Attracting more and more visitors and customers to shopping malls is important for the success and sales of the brands in the malls and shopping centers and its effects on the profitability of the investors of such centers, the purpose of this study is to investigate the factors affecting the patronage of the malls and shopping centers. This research is conducted by a mixed method including qualitative (phenomenological) -quantitative (empirical) studies. The first study was conducted through qualitative research method with phenomenological approach and in-depth interviews with 15 participants, exploring the lived experiences of each participant to investigate the effective factors on mall patronage intention. In the second study which was conducted through quantitative-empirical research, the two influential factors in the first research, including purchase value and the perception of the shopping center are selected as independent variables, as 2 (mall perception: up / down) * 2 (shopping value: hedonic / utilitarian), then these two independent variables were manipulated using variance analysis to investigate how well the mall patronage intention influenced. In this study, it is found that the two independent variables of hedonic shopping value and high perception of shopping center had the greatest impact on shopping patronage intention.