The Antecedents Influencing the Frequencies of Visit and Purchase Intention of Shoppers in the Shopping Mall Context: a Study on the Pull Factors

Ong, Wei Sheng (2019) The Antecedents Influencing the Frequencies of Visit and Purchase Intention of Shoppers in the Shopping Mall Context: a Study on the Pull Factors. Masters thesis, Tunku Abdul Rahman University College.

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Abstract

This study examines the determinants that influencing the frequency of visit and purchase intention of shoppers in the shopping mall context. It is well known that shopping mall particularly in Klang Valley are growing in a fast pace. However, not all malls are performing very well in terms of footfall and occupancy rate. As such, it triggers the interest on doing a study on the factors that actually influence the shoppers’ frequency of visit to the mall. The research was conducted by using a questionnaire that distributed to shoppers around areas of Kuala Lumpur and Selangor. Five possible antecedents namely, convenience, tenant variety, internal environment, leisure mix and communication/promotions were being examined. The results of the study reveals that all five aspects have significant and positive relationship to the shoppers’ frequencies of visits to the shopping mall. However, results also shown that there is a weak relationship in between frequency of visit and communication and promotion towards the purchase intention. As such, the study has demonstrated that mall management or retailers should look into all the aspects when building a shopping mall. Besides, mall management should look into developing a better and more attractive promotional activities in attracting shoppers to visit.