Determinants of Shopping Mall Patronage Frequency in A Developing

Journal of Retailing and Consumer Services 48 (2019) 186–201
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Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser
Determinants of shopping mall patronage frequency in a developing T

economy: Evidence from Nigerian mall shoppers
Edwin Chukwuemeka Idokoa, , Stephen Ikechukwu Ukennab, Charles Eze Obetaa
⁎
a
Department of Marketing, University of Nigeria, Enugu Campus, PMB 01129 Enugu, Nigeria
b
Department of Business Management, Covenant University, Canaan Land, PMB 1023 Ota, Nigeria
ARTICLE INFO ABSTRACT
Keywords: Nigeria started witnessing entry and exponential expansion of shopping malls a decade ago. Despite this ob-
Determinants viously unprecedented growth and transformation in the retailing domain which has dramatically re-defined
Mall-patronage shopping concept across socio-demographics, there is little understanding about the dynamics operating in the
DAB Model emerging segment. It still represents the “black box” in the shopping behaviour literature in Nigeria given its
Mall Shoppers Attitude
embryonic status. This paper examines factors that determine mall-patronage frequency in Nigeria and used
Mall
Consumer Behaviour
those factors to develop a theory. Self-administered questionnaire was used to collect data from 1537 actual mall
Nigeria shoppers, aged 18 years and over in six major malls using mall intercept approach. Structural Equation
Modelling (SEM) technique was employed to assess the hypothesized causal relationships by using SmartPLS 2.0
software. Convergent and discriminant validity including composite reliability were checked. Eight mall-pa-
tronage frequency determinants emerged; shoppers’ ethnic background and age have interaction effect. The
study develops a theory that reflects drivers of mall-patronage frequency among Nigerian shoppers, extending
the mall-shopping research by providing contemporary insights into the requirements of shoppers in a fast-
changing retail landscape. Theoretical and managerial implications of the findings were discussed.
1. Introduction However, these widely acceptable patterns of retailing appear to be

rapidly changing as evidenced in the unprecedented transformation
In Nigeria, the retail landscape is dramatically undergoing un- and/or modernization of existing retail platforms and emergence of
precedented revolution, occasioned by the entry of state-of-the-art shopping malls in Nigerian retail landscape; a development which may
shopping malls that are housing global retail outlets. Perhaps, the be safely christened a retail revolution (Al-Mahy, 2013). Indeed, the
swelling youth population and growing middle-class in Nigeria have economic import of these changes can be inferred; yet, not much is
combined to present Nigeria as a hotspot for its under-tapped global known about the dynamics operating in the emerging shopping seg-
retail business opportunity. Originally, retailing in Nigeria was pre- ment. It still largely represents the ‘black box’ in the shopping beha-
dominantly conducted in traditionally-constructed marketplaces and viour literature in Nigeria. Undoubtedly, this ongoing re-
small stand-alone neighborhood stores such as kiosks, open markets conceptualization and transformation of the retail industry in Nigeria
among others (Idoko et al., 2017). Most consumers have been ac- may be silent, but consistently overhauling pre-conceived socio-psy-
customed to shopping in those somewhat “informal” retail platforms chology and ecology of shopping among the consumers.
regardless of whether they live in rural, semi-urban or urban locations Past studies (Michon and Chebat, 2004; Wagner, 2007) argue that
(Nkamnebe, 2014). Nielson (2015) reports that in Sub-Saharan Africa consumer behaviour is a means to accomplishing desired end-states or
(SSA), where Nigeria is the most populous, 80% of consumers often values. However, this somewhat simple relationship between values
shop daily in traditional retail platforms. For instance, informal retail and behaviour has been fiercely challenged because, values (in this
channels in Nigeria account for approximately 98% of retail sales and in case, mall patronage determinants), are relatively abstract, thus are
Ghana it approximates 96% of retail sales. Arguably, as traditionally- viewed as distal drivers of behaviour that can only affect behaviour
defined shopping venues, the characteristics of shoppers and their through a number of less abstract or more proximal determinants like
shopping motives in such retail channels are fairly known as they are attitude and beliefs (Shim and Maggs, 2005; Hartman et al., 2006).
largely pre-determined by social norms and ethos. Thus, value-attitude-behaviour (VAB) model was developed and
⁎
Corresponding author.
E-mail addresses: [email protected] (E.C. Idoko), [email protected] (S.I. Ukenna), [email protected] (C.E. Obeta).
https://doi.org/10.1016/j.jretconser.2019.02.001
Received 30 April 2018; Received in revised form 8 October 2018; Accepted 1 February 2019
Available online 26 February 2019
0969-6989/ © 2019 Elsevier Ltd. All rights reserved.
E.C. Idoko, et al. Journal of Retailing and Consumer Services 48 (2019) 186–201
validated in a number of studies such as e-shopping behaviour deepening democratization process and institutions, among others seem
(Jayawardhena, 2004), environmental behaviour (Thogersen and to encourage demand and provide attractive opportunity and justifi-
Grunert, 1997) to address the theoretical gap. Lately, Hartman et al. cation for huge investment in shopping mall in Nigeria (Nigeria
(2006) included additional mediator by proposing Value-Innovative- Population Commission, 2006; Mubila and Mohamed-Sofouane, 2011);
ness-Behaviour Model to explain web consumption behaviour of ado- Alpen Capital (as cited in Al-Mahy, 2013).
lescents.
Unfortunately, Shim and Eastlick (as cited in Cai and Shannon, 2.2. Conceptualization and contextualization of Shopping Mall
2012) note that the application of VAB model in shopping mall setting
is overwhelmingly sparse particularly in SSA economies where mall Conceptualising a shopping mall seems polarized in mainstream
concept is relatively ‘young’ but rapidly growing. Although a number of mall retail literature. For instance, Kushwaha et al. (2017) defines
empirical research has examined widely predictors of mall attractive- shopping mall as a collection of independent retail stores, services, and
ness in various contexts (El-Adly, 2007; Vanessa et al., 2011; Gonzalez- a parking area which is conceived, constructed, and maintained by a
Hermandez and Orozco-Gomez, 2012; Belwal and Belwal, 2014) lim- separate management firm as a unit. Shopping mall also refers to stores
ited studies have theoretical support explaining consumer shopping located in a single building, planned, designed, and built for retailing
mall behaviour (Cai and Shannon, 2012). and retail-related activities; they are managed as a single unit by an
Also, the apparent exclusion of consumer attitudes, which remains a institutional centre management (Levy and Weitz, 2007). In spite of the
pivotal mediator of consumer behaviour especially in individualistic as proliferation of definitions, the presence of anchor stores and the cen-
opposed to collective culture (Jayawardhena, 2004; De Mooij and trality of management appear evident as distinguishing shopping malls
Hofstede, 2011), in most past mall-related studies’ model seems to cast from other retail platforms. This paper conceptualises shopping mall as
serious doubt on the veracity of previous findings thereby providing a retail channel that is planned, built, and centrally managed as a
legitimacy for a fresh study. Importantly, the fact that most previous single-entity housing independent retailing outlets with at least an
studies originated largely from North America, Europe, and other ad- anchor tenant.
vanced economies including very few African economies such as South
Africa (Beynon, 2010; Vanessa et al., 2011), it is most unlikely that the 2.3. Previous studies on consumers’ shopping behaviour
findings in these past research will proxy the determinants and ethnic
grouping correlates in Nigerian setting given the huge differences in Consumer behaviour is a complex phenomenon and an eclectic
consumers mix (e.g., Christians, Muslims, traditional religionist), di- field. Extant literature (Khare, 2011; Al-Mahy, 2013) document
verse, complex, and yet competing and complementing retail structure Tauber's (1972) seminal article on “why do consumers shop” as the
(Carpenter, 2008; Zhou and Li, 2010). Again, Nigeria is a nation clearly leading research on consumer shopping behaviour. Expectedly, the
divided on ethnic nationality culminating in consumption peculiarities; research opened the frontiers of consumer shopping behaviour inquiry;
given the nascent status of mall in retail landscape, little insights exist setting it as a critical and contemporary construct which has been
regarding the potential moderating effects of ethnic underpinnings and widely discussed in empirical studies (Gonzalez-Hernandez and Orozco-
age on shoppers’ perception of mall attractive factors. Gomez, 2012; Kristina, 2011), including retailing management text-
Accordingly, this paper seeks to contribute at the theoretical and books (Levy and Weitz, 2007). Today, shoppers’ behaviour is becoming
practical levels to the reservoir of knowledge in mall shopping litera- increasingly unpredictable compared to previous decades as shoppers
ture thus: First, to provide theoretical contribution and evidence-based tend to manifest variety of motives (Hasliza and Muhammad, 2012).
conclusions on determinants of mall patronage frequency using attitude The age-long utilitarian shopping motive seems to be losing potency to
as mediating variable from the prism of shoppers in Nigeria re- adequately account for shopping ‘experiences’ shoppers seek in mall
presenting typical top-ten (Kearney, 2014) promising retail destinations (Khare, 2011). Ann and Jihyun (2007) posit that consumers’ shopping
in SSA that is largely under-reported in the mall mainstream literature. experience vacillates between rational and hedonic elements. Interest-
Second, to determine the moderating effect of age and ethnic groupings ingly, there is a growing consensus among scholars regarding the
on mall shoppers’ perception of determinants studied. plurality of consumers’ shopping motives (Zhang, 2011). Perhaps, the
After this introduction, the rest of the paper is structured thus: re- increasing difficulty in accurately predicting the motivations of mil-
view of related literature, research methods and strategy, analysis, lennia consumers to shop generally and particularly shopping in malls
discussion, theoretical and managerial implications, limitations and has placed shopping behaviour as a contemporary construct that re-
directions for future study. quires serious research attention especially in SSA economies like Ni-
geria where mall concept is embryonic but steadily penetrating retail
2. Review of related literature landscape.
2.1. Shopping mall emergence in Nigeria 2.4. Conceptual development and hypotheses formulation
Nigeria began to witness increasing appearance of shopping malls in 2.4.1. Product assortment and perceived quality
her retailing environment in 2003 when Palms Shopping mall emerged A number of studies have shown that consumers’ perception of
in Lagos. Since then, more malls (approximately twenty) have been product assortment and quality in malls culture positive (i.e., approach)
established and are in operation and many others are under construc- and reduces negative (i.e., avoid) attitude towards retail formats in-
tion. Consumers previously obsessed in shopping in traditional market cluding shopping malls (Carpenter, 2008; Cleeren et al., 2010; Wel
spaces and/or neighborhood stores seem to have swiveled round to look et al., 2012). Gupta et al. (2004) assert that consumers prefer to shop in
out for ‘newer’ experiences in the emerging mall segment. This ob- malls due to better quality products. Shopping malls provide near one-
servation, though cursory, appears noticeable in the increasing mall stop shopping destination for experiential as well as time-pressured
shopping culture across consumers’ demographics. shoppers, due largely to varied goods and services that are readily
Examined through investors’ prism, improvement in investment available in malls. Nigerian shoppers tend to exhibit deep faith and
climate evident in the political and macroeconomic stability and mi- inextricable links between quality of products sold in malls in contrast
croeconomic reforms (e.g., information and communication technology to products that are sold in traditional open-marketplaces and nearby
infrastructure, friendly and fairly stable policy frameworks), increasing retail channels. Product quality roughly categorised into objective and
rate of urbanization, rapidly growing middle class, high percentage of perceived (Brunso et al., 2005), is a crucial criterion which triggers
youth population, increasing globalization of culture and consumption, growing consumer mall traffic. It tends to offer psychological richness
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in mall patrons and probably simplifies their buying decisions while in atmospherics probably ‘heal’ boredom and loneliness and offer sensory
the malls (Skallenrud et al., 2009; Manana, 2009) leading to sustained stimulation especially to hedonic shoppers (Underhill, 2005). In highly
interest in malls. Malls seem to act as a magnet for rapidly growing domesticated and culture-sensitive setting like Nigeria, it is not clear if
Nigerian middle-class shoppers frequently seeking for higher-order escapism can fairly account for shoppers’ attitude towards shopping
goods and services in order to attain some degree of distinctiveness. malls. Thus, the following hypothesis is presented:
Although the present mood among mall shoppers in Nigerian seem to
H3. Escapism has significant influence on shoppers’ attitude towards
suggest a positive relationship between product assortment/perceived
shopping malls in Nigeria.
quality and shoppers’ attitude, this may need empirical support. Thus,
we pose the following hypothesis:
2.4.4. Exploration
H1. Product assortment and perceived quality has significant influence
Consumers are variety-seeking being; constantly searching for in-
on shoppers’ attitude towards shopping malls in Nigeria.
novations and experiences to satisfy their evolving needs. In the studies
conducted in Malaysia by Ahmed et al. (2007) and in Ghana by Anning-
2.4.2. Aesthetics and architectural design Dorson et al. (2013) exploration regarding learning about new trends
Shoppers’ interest with the aesthetics and intimidating yet inviting motivate consumers to shop in malls. For instance, in Nigeria, shopping
architectural design of malls (Kamarulzaman and Lih, 2010) provoke channels have been hugely limited to informal platforms for many
higher degree of excitement and probably psychological fulfilment and decades. Hence, the emergence of malls as alternate retail option seems
experiences that transcend the goods and services that are usually sold to offer most Nigerian mall shoppers a ‘newer’ window of opportunity
in malls. It seems to provide shoppers the opportunity to transform their to search for modern items or learn about western consumption pat-
perceived third world identity. Mall aesthetics/atmospherics and ap- terns. As Nigerian shoppers are increasingly exhibiting materialistic and
pearance enhance attractiveness of shopping malls to shoppers (Malike, compulsive consumption behaviours, exploration tendency seems to be
2010; Anning-Dorson et al., 2013). Evidence within the extant litera- rising correspondingly which may culminate in spending more time in
ture demonstrates that aesthetics comprising, mall layout, interiors, malls (Telci, 2013). Like in most developed countries, increasing en-
colour, lighting and/or architectural design represented by high ceil- gagement in exploration among Nigeria shoppers has potential of
ings, roof, physical facilities (e.g., elevators, air-conditioning, wash- growing consumption expenditure of the middle-class consumers and
room) impact positively on the emotions of shoppers and their cognitive also producing individuals who become “shopaholics” (Obi, 2014).
evaluation of malls as a better retail platform (Chen and Hsieh, 2011; Evidence within the extant literature also suggests that exploration
Das and Varshneya, 2017). Architectural design (Ahmad, 2012) show aligns with consumers’ quest for variety, new trends in technology, and
strong positive influence on mall excitement while interior decor, updated products (Rupesh and Anish, 2010). Arguably, this search for
music, and layout had the strongest effect on desire to stay longer (ISA, new trends is increasingly being noticed in the emerging shopping mall
2008). Importantly, architectural design components are probably segment in Nigeria particularly among the growing Nigerian middle
employed by mall developers to dramatize mall interiors, potentially class (African Development Bank [AfDB], 2011). Other exploration
satisfy sensory-stimulation and personality-transformation-seeking Ni- culprits appear to be low self-esteem individuals desirous to remain
gerian shoppers that were previously harried and haunted by low es- updated of trends and probably upgrade their personality credentials in
teem. Earlier studies that support the aesthetics/architectural design- order to fit into emerging Nigerian middle class consumers. These po-
shoppers’ attitude relationship was largely executed in developed sitive associations in consumers’ mind tend to differentiate malls from
economies where mall shopping has almost become a way of life. In informal competing channels and encourage shoppers to explore ad-
Nigeria, mall shopping culture is still embryonic and emerging. The vances in technology such as handset, laptops, or cosmetics, apparels,
import being that it is somewhat not empirically clear if mall shoppers’ fashion, among others in malls. Ahmed et al. (2007) report that ex-
attitude in Nigeria would be significantly influenced by the malls’ ploration-induced mall visit may take place with or without purchase;
aesthetics and architectural design. On the basis of this discussion, this nevertheless, a good number of shoppers buy relatively ‘new’ items or
study hypothesises that: engage in experiential activities within the mall. On the basis of this
discussion, it is not fully known if exploration has strong influence on
H2. Aesthetics and architectural design has significant influence on
Nigerian shoppers’ attitude in the emerging mall segment. Hence, we
shoppers’ attitude towards shopping malls in Nigeria.
postulate that:
H4. Exploration significantly influences Nigerian shoppers’ attitude
2.4.3. Escapism
towards shopping malls.
Most Nigerian shoppers migrating to malls seem to be on respite
mission provoked partly by increasing economic dislocations across
demographics resulting majorly from job loss, increasing unemploy- 2.4.5. Flow
ment, underemployment and/or stress at duty posts. As living condi- Flow has been described as a pleasurable state of absorption, that is
tions apparently deteriorate alongside harsh business climate, many associated with losing track of oneself as recreational facilities in the
Nigerian homes and businesses are becoming chaotic; perhaps malls malls act as sensory stimulants (Lui, 1997). It has also been described as
offer window of opportunity to those in sober and/or depressed mood that rare and desirable state shoppers would want to get to (Ahmed
but desirous of ‘new-life-pill’ to stay away temporary from homes or et al., 2007). According to Csikszentmihalyi (1990), flow is the state in
offices. Along this line of thought, Anning-Dorson et al. (2013) based on which people are so involved in an activity that nothing seems to
research in Ghana argue that escapism is a major factor that attract matter. In a study conducted in Ghana, Anning-Dorson et al. (2013)
consumers to malls. Of course, emotion-filled signals and events in found flow as a strong predictor of mall shopping behaviour. Pre-
malls are potent force to promote ‘peace-of-mind’ and most likely, viously, attaining a pleasurable state while shopping has remained
liven-up a depressed mall visitor. Research demonstrates that mall en- elusive to most Nigerian shoppers for decades due largely to the in-
vironment provides positive cues and/or stimuli which redefines and formal nature of retailing platforms and harsh climatic conditions under
moderates consumers’ mood (Michon et al., 2008; Ghee and Ahmad, which shopping takes place. Migrating to malls for shopping arguably
2010). Mall environment correlates positively with shoppers’ attitude. permits previously neglected Nigeria shoppers to be glued in a rela-
This postulation finds support in Ahmed et al. (2007) who argue that tively ‘new shopping world’ filled with possibilities without recourse to
malls provide the platform for new information or serves as a break for track of time since they are slightly isolated from cues relating to time
consumers engaged in hectic or challenging activities. Mall and weather. The more fulfilling the mall overall experience or
188
consumption activities the more likely the hour glides without being place higher emphasis on various dimensions of convenience in order to
noticed. Thus, one may speculate that the achievement of flow while in complete the tasks quickly and exit the retail mode. Notwithstanding,
a mall may encourage continuation among Nigerian consumers that De Juan (2004) in a study conducted in Spain found that the easier it is
seem enthusiastic about mall visit. The effect of flow on mall shoppers’ for consumers to park and the closer the shopping malls from their
may be age-dependent as youths may have higher flow effect. As Ni- places of residence (parking and distance are dimensions of con-
gerian population is dominated by youths (United Nations Population venience), the less that they visit the shopping malls. Though con-
Fund [UNFPA], 2016), increasing youth migration to malls may be venience is a basic human desire, the convenience construct needs
linked to quest to achieve flow while shopping. Thus, we pose the empirical validation in an embryonic and emerging mall retail segment
following hypothesis: in Nigeria. Thus, we pose the following hypothesis:
H5. Flow significantly influences Nigerian shoppers’ attitude towards H7. Convenience significantly influences Nigerian shoppers’ attitude
shopping malls towards shopping malls.
2.4.6. Socialisation/leisure/recreation 2.4.8. Promotional offers

Shopping malls provide uncommon platform for fecund social in- Increasingly, retailers operating within shopping malls appear to
teraction across demographics which previously were unavailable in subtly engage in both consumer and trade-based sales promotion ac-
retail channels. Mall shopping tends to cultivate in consumers the il- tivities. The rising intra-mall-retail and inter-mall competition in-
lusion of being Western, modern, and developed (Varman and Belk, cluding the growing need to silently but consistently draw shoppers
2012); transforms consumers’ perceived third world identities (Idoko away from informal channels in favour of malls are probably driving
et al., 2017; Hollenbeck et al., 2008) and probably restores dignity to the promotional offer. For instance, in October and November 2017,
the identity crisis-ridden consumers. A trip to a mall may translate into Enugu Mall offered instant gifts to shoppers who bought products that
seeking for new acquaintances and/or meeting old friends of the op- worth five thousand naira. Cursory observation indicates that shoppers’
posite sex; which may be planned or unplanned (Ahmed et al., 2007). footfall to the mall increased dramatically within the period of the
Additionally, Block et al. (as cited in Malike, 2010) suggest that con- promotional offer. Price-sensitive shoppers are often attracted by sales
sumers are more likely to migrate to a retail setting offering high po- promotional packages such as price-discounts, gifts, coupons, rebates
tential for socialisation, and a perceived freedom from safety concerns. offered by retailers within mall (Kamarulzaman and Lih, 2010; Khare
As noted in the forgoing debate, the construction and interpretation of et al., 2014; Yousaf et al., 2015) or entertainment-based comprising
socialisation/leisure/recreation in a mall setting differs along the tax- festivals, exhibitions, brand lunch, shows (LeHew and Fairhurst, 2000).
onomy of economic development. For instance, in Nigeria where mall Extant mall literature suggests strongly that extra benefit derivable
shopping culture is rapidly penetrating consumer demographics, mall from sales promotion offers induce consumers to switch retail platforms
patrons tend to understand socialisation and/or recreation in terms of (Fox et al., 2004). Mohan and Tandon (2015) report that sales pro-
‘me-too’ response to Western mall shopping culture; a mechanism for motion offers help to build shoppers’ visit frequency and store traffic,
shoppers’ identity crisis management. Conversely, Western mall-shop- and even affect sales of other items (Ruiz and Descales, 2008). Appar-
pers emphasise safety and exclusion of ‘undesirables’ such as beggars ently, despite the quantum of sales promotion studies in the mall retail
(Zukin, 2004). Nevertheless, the potential influence of socialisation/ setting, the development of generalizable conclusions that could apply
recreation as a predictor of mall attitude by Nigerian shoppers’ is still along all taxonomy of economic development where shopping malls are
empirically unclear. Based on this discussion, this study hypothesises found seems to have resisted all effort. The difficulty in developing such
that: universal conclusion could be attributed to the realization that mall
shopper behaviour findings vary considerably from one context to an-
H6. Socialisation significantly influences Nigerian shoppers’ attitude
other. Hence, Nigeria shoppers’ behaviour could respond differently to
towards shopping malls.
sales promotion tools. To gain deeper insight regarding mall-oriented
sales promotion requires context-specific research to determine the
2.4.7. Convenience extent at which sales promotional offers could generally influence Ni-
The predictive power of mall convenience in attracting mall patrons geria shoppers’ attitude towards mall patronage. Hence, we put forward
has been fairly studied and documented in mall shopping literature the following hypothesis:
(Yava and Babakus, 2009; Khare, 2011; Singh and Prashar, 2013).
H8. Sales promotional offers significantly influence Nigerian shoppers’
Ahmed et al. (2007) report that convenience constitutes malls’ selling
attitude towards shopping malls.
point. In Nigeria consumers appear to be increasingly seeking for con-
venience as they are rapidly becoming time-starved due partly to en-
gagement in multiple jobs and more women (e.g., housewives) getting 2.4.9. Mall tenant mix
employed in banks, telecommunication companies and other sectors of Previous empirical research evidence implicates mall tenant mix as
Nigerian economy that permit limited time for shopping. Presently, a crucial determiner of shoppers’ mall patronage frequency and survival
Nigerian retail landscape is predominantly dominated by ‘somewhat (Muhammad and Tan, 2007; Maryam and Kambiz, 2011). The number
informal’ open markets which are characterised by location, near-zero and location of mall retail tenants increase the quanta of shoppers’
parking space, accessibility difficulty among other serious hiccups. footfall (Teller, 2008). In-mall retail mix offer wide selection for near-
Extant literature suggest that shoppers tend to favour retail modes that one-stop shopping (Damian et al., 2011) especially for variety-seeking
enhance temporal and spatial convenience (Singh and Prashar, 2013) and window-obsessed shoppers. Aside the composition and number, the
and also reduce potential costs associated with visit (Clulow and type of retail and non-retail stores (i.e. bars, restaurants, entertainment
Reimers, 2009). Relatedly, the rapidly growing car ownership among facilities) within the shopping mall complex signal the extent of pos-
the fast-rising middle-class segment in Nigeria as well as the strict re- sibilities regarding satisfying or delighting consumers seeking multiple
strictions on parking spaces by state and local government authorities shopping experiences. A mall that houses variety of retail stores,
in the metropolis coupled with the potential costs implications and/or theatres, and restaurants seem to create excitement in the customer for
consequences of ‘wrong’ parking are seamlessly combining to redefine shopping (Das and Varshneya, 2017). Logistics of the shopping trips
shoppers’ choice of retail platform. Moreso, anti-shoppers (i.e. utili- (Teller and Reutterer, 2008) are optimally utilized based on mall tenant
tarian shoppers) who perceive shopping as stressful, make infrequent mix; additionally, malls’ competitiveness and attractiveness are in-
mall visit, and buy limited items (Loudon and Bitta, 1993); tend to directly strengthened. For instance, the entry of shopping malls in the
189
Nigerian retail landscape culminated in the arrival of retail stores such consumer durable goods (e.g., refrigerator). Shopping assists people
as Shoprite, Game, and Woolworth among others; consequently, shop- perform various roles to family and society (Arnold and Reynold,
pers previously accustomed to shopping in open markets are increas- 2003). Jamal et al. (2006)) report that role playing is a major factor
ingly and surprisingly making sudden turn in favour of malls. None- that drives shoppers to shop in mall in Qatari. Some of these roles are
theless, empirical research evidence regarding the influence of the prescribed by culture. Ahmed et al. (2007) posit that many activities are
presence of many ‘global retail stores’ on shoppers’ attitude towards learned behaviour, traditionally expected or accepted as part of certain
mall in Nigeria remains hugely unclear perhaps due to paucity of stu- position or role in society – mother, housewife, student, or husband.
dies in emerging mall segment. Consequently, we hypothesize that: Shoppers tend to visit malls to perform their assigned or accepted roles
in family or society. In Nigerian setting, women are active players or
H9. Retail Tenant mix significantly influences shoppers’ attitude
gate keeper (Chekima et al., 2016) in home management in terms of
towards shopping malls in Nigeria.
purchases of household needs; many are full-time housewives. As Ni-
gerian women shoppers are increasingly becoming time-constrained
2.4.10. Comparison of Product Prices due partly to workplace demands, malls that remain open to 9 p.m.
Nigeria falls within the taxonomy of developing countries; hence a daily as opposed to open markets that close by 5 p.m. from Monday to
majority of the consumers are within the bottom of the pyramid Saturday without opening on Sunday tend to offer shoppers better
(Prahalad, 2005; Ukenna and Nkamnebe, 2016) and are largely price- option to perform their roles. Notwithstanding the postulations, it is
sensitive. The perception of prices of products and services sold in malls unclear if role playing influences shoppers’ attitude towards mall in
arguably triggers huge tension in the shoppers’ mind regarding whether Nigeria. Based on this narration, this paper hypothesises that:
to approach or avoid such retail channel. In Nigerian context, a ma-
H11. Role playing significantly influences shoppers’ attitude towards
jority of shoppers tend to associate products sold in malls as expensive;
mall shopping in Nigeria
feels that the products are targeted at upper-upper and/or emerging
middle class who appear somewhat less-sensitive price (Varman and
Belk, 2012). This observation supports Zeithaml (1988) who averred 2.4.12. Attitude
that price perception is a pivotal determinant of shopping in various Wicker (as cited in Tripathi and Singh, 2016), define attitude as
retail outlets. Again, in Nigeria, 69% are poor consumers and 47.9% of “evaluative feelings of pro or con, favourable or unfavourable with
consumers live below poverty line (Nigerian Bureau of Statistics, 2010; regard to particular objects”; whereas the objects may be “concrete
Ncube et al., 2014); consequently, consumers tend to exhibit high representations of things or actions, or abstract concepts” Eagly and
sensitivity to price and may be prepared to incur search costs by visiting Chaiken (cited in Tripathi and Singh, 2016) define attitude as “a psy-
different retail options including online and traditional open market chological tendency that is expressed by evaluating a particular entity
platforms in order to compare prices before making purchase decision. with some degree of favour or disfavour”. Research has established a
As most Nigerian shoppers are increasingly experiencing lighter wallets positive link between favourable attitude and a persons’ specific be-
due partly to economic downturn, rapidly growing electronic discount haviour (Ajzen, 1991); patronage of stores (Ivan-Damir, 2010) and
shopping platforms are quietly attracting value-seeking shopper seg- switching of retail channels (Pookulangara et al., 2011). Consumers
ment. Nevertheless, mall visits appear to provide Nigerian shoppers tend to demonstrate approach towards a retail store (e.g., malls) by
who are, perhaps, considering online shopping channels the opportu- expressing favourable attitude or avoidance by showing unfavourable
nity to fairly evaluate prices and non-price product and/or service at- disposition. Along this line of reasoning, Ajzen (1991) submit that
tributes such as colour, style, texture of wears (e.g., clothes, shoes) shoppers’ who have positive attitude towards a phenomenon (e.g.,
which may not be exactly as it is shown in the computer screen (Gupta mall) is more likely to engage in that behaviour. The use of attitude as a
et al., 2004). Touching a product is undeniably a credible source of mediating variable before action is well established in mainstream
information (Peck and Wiggins-Johnson, 2011; Yazdanparast and consumer behaviour research (Ukenna and Nkamnebe, 2016). On the
Spears, 2013). Consumers attempt to infer product quality by feeling basis of this narration, this study hypothesis that:
and touching the product. This rationality thinking is consistent with
H12. Mall shoppers’ overall attitude has a positive relationship with
classical economic theory which argues that people act rationally,
consumers’ mall patronage frequency.
employing cost-benefit analysis to make choice and reach decision on
where to shop (Ahmetoglu et al., 2010). As an emerging shopping
segment, shoppers particularly price-sensitive and deal-prone shoppers 2.4.13. Demographic variables
tend to migrate from predominantly informal retail channels (e.g., open Evidence within the extant literature suggests that demographic
markets) to malls to compare product prices before making purchase characteristics of shoppers are closely linked with shopping and/or
decision. Emphasis on price differential or similarity may most likely be product consumption behaviour (Chekima et al., 2016).
linked to weakening purchasing power of Nigerian currency. Never-
theless, De Juan (2004) in a research conducted in Spain report that 2.4.13.1. Age. There is inconsistency in research findings regarding the
price is not a significant determiner of mall patronage. The study hy- moderating role of age in relation to stores’ and/or malls’ attributes. A
pothesized that the consumers would visit malls more if prices of pro- number of extant studies demonstrate that age is a potent force that
ducts and services were lower but contrary result was found. All these moderates consumers’ assessment of shopping destinations’ attributes
findings notwithstanding, the intense human traffic at malls in Nigeria whereas some studies provide contradictory reports. For instance,
tends to provoke unclear relationship between price comparison and Teller et al. (2013) found that cognitive age of the elderly (60+)
shoppers’ attitude towards malls. On the basis of this narration, we influence perception and subsequent behaviour related to store
hypothesize thus: patronage. Devadas and Manohar (2012) in a study conducted in
India reported significant difference between age groups regarding
H10. Prices of product comparison significantly influences shoppers’
mall attributes with younger consumers (20–40) attaching more
attitude towards mall shopping in Nigeria.
importance to entertainment factor as compared to the older (65+)
consumers that malls tend to represent destinations for variety and
2.4.11. Role playing/enactment quality that assist them to gain enhanced standard of living (Khare,
Traditionally, shopping is largely the responsibility of women in 2012). Also, Yuniarinto et al. (2017) found that age moderates effect of
SSA especially in Nigeria; however, there is observable paradigm shift retail attributes relating to utilitarian motivations. Nevertheless,
as men are increasingly getting involved in shopping particularly for Westbrook and Black (1985) and Jin and Kim (2001) submit that age
190
does not exert moderating effect on retail attributes in terms shopping Hypothesis 25. Ethnic group will moderate the influence of aesthetics
motivation such as utilitarian or hedonic. Similarly, Ertekin et al. and architectural design on shoppers’ mall shopping attitude.
(2014) opine that evaluation of atmospheric cues of a shopping venue
Hypothesis 26. Ethnic group will moderate the influence of escapism
by hedonic- driven shoppers is not affected by age. Overall, age could
on shoppers’ mall shopping attitude.
strengthen or dilute consumers’ attitude relating to attributes of various
retail platforms. Hypothesis 27. Ethnic group of the shoppers will moderate the
influence of exploration on mall shopping attitude.
This leads to the next hypotheses
Hypothesis 28. Ethnic group of the shopper will moderate the
Hypothesis 13. Age will moderate the influence of product assortment
influence of flow on mall shopping attitude.
and perceived quality on shoppers’ mall shopping attitude.
Hypothesis 29. Ethnic group will moderate the influence of social
Hypothesis 14. Age will moderate the influence of aesthetics and
networking on mall shopping attitude.
architectural design on shoppers’ mall shopping attitude.
Hypothesis 15. Age will moderate the influence of escapism on
influence of conveniences on mall shopping attitude.
shoppers’ mall shopping attitude.
Hypothesis 31. Ethnic group will moderate the influence of
Hypothesis 16. Age of the shoppers will moderate the influence of
promotional offers on mall shopping attitude.
exploration on mall shopping attitude.
Hypothesis 17. Age of the shopper will moderate the influence of flow
influence of mall tenants mix on mall shopping attitude.
on mall shopping attitude.
Hypothesis 33. Ethnic of the shopper will moderate the influence of
Hypothesis 18. Age will moderate the influence of social networking
prices of products on mall shopping attitude.
Hypothesis 19. Age of the shopper will moderate the influence of
influence of role playing/enactment on mall shopping attitude.
conveniences on mall shopping attitude.
Hypothesis 20. Age will moderate the influence of promotional offers
2.5. Towards mall-shoppers' behaviour theory
Hypothesis 21. Age of the shopper will moderate the influence of mall Based on the conceptual hypotheses formulation, the research
tenants mix on mall shopping attitude. schema which aims at filling observed void in mall shopping theory was
developed as shown in Fig. 1. The model seeks to unearth those factors
Hypothesis 22. Age of the shopper will moderate the influence of
that propel frequency of mall patronage in a relatively emergent mall
prices of products on mall shopping attitude.
shopping segment. This is obviously critical for its insightful marketing
Hypothesis 23. Age of the shopper will moderate the influence of role implications. The mall retail entrepreneurs seeking penetration into
playing/enactment on mall shopping attitude. developing country context such as Nigeria where mall-shopping phe-
nomenon is embryonic, will draw from this model.
Accordingly, this study is guided by the DAB Research Model as
2.4.13.2. Ethnic group. Ethnic ideology tends to culture need dis-
shown in Fig. 1. Twelve (12) independent constructs that are likely to
similarity culminating in variations in consumer shopping
trigger mall patronage frequency in a relatively new mall shopping
motivations. Kahle et al. (2000) argue that “nations” often exist
environment were included in the model. Given the ‘newness’ of mall
within nations. Ethnic identification has been recognised as critical
experience in Nigeria, it appears logical to capture attitude of potential
component of value system widely paraded rather than something to
consumers towards the mall phenomenon in a research schema. Hence,
conceal. In a study conducted in Toronto, Michon and Chebat (2004),
attitude is used as a mediating variable in the DAB Research Model
report that the ethnic affinity of Chinese immigrants strongly influences
which is consistent with Ajzen (1991). The dependent variable of this
their choice of shopping venues and attributes. Also, Mokhlis et al.
study is mall patronage frequency, which is what most mall developers
(2010) in a study carried out in Malaysia note that distinctions in values
and managers seek in order to achieve sustainable revenue and growth
and lifestyles of ethnic groups generate varying degrees of importance
overtime.
members of each group ascribe to specific bank selection and/or retail
platform approach criteria. Along this line of reasoning too, Michon and
3. Research methodology
Chebat (2004) in a study done in Canada found that French Canadians
mall shoppers are more disposed to hedonistic behaviour than English
3.1. Population and sample
Canadians. When shopping is viewed as a means of self-expression, it is
most likely that cultural traits might influence mall shopping values and
This study defined the population of interest as individuals who visit
activities. Of course, in a continuously growing multi-ethnic conscious
malls primarily for shopping and actually engaged in shopping.
setting like Nigeria sharply divided along Northern and Southern
Respondents are the actual mall shoppers aged 18 years and older. The
regions, leading to emphasis on ethnic nationalities, consumers’
restriction on age became pivotal as persons aged less than 18 years are
response to emerging mall attributes and/or motivations may most
legally deemed as minors with limited capacity for independent deci-
likely show similarities and differences. Investigating cultural context is
sion in Nigeria setting. In order to collect data from only real shoppers,
important and interesting in order to understand consumer behaviour
the researchers resolved to contact individuals in possession of at least a
(Patterson et al., 2006). Also, assessing cultural values instead of
shopping bag and/or tickets obtained from mall experience centres
equating it with the national culture assists researchers to overcome
(e.g., cinema, ferrywheel) (Singh and Prasher, 2014) while exiting from
ecological fallacy which happens when the ecological or country-level
the mall. Since sample frame or databases for mall shoppers appear
relationships are interpreted as if they apply to individuals (Hofstede,
difficult to obtain and/or does not exist at the moment in Nigeria,
1980). Based on this narration we hypotheses thus:
sample size of 1537 mall shoppers was statistically determined as
Hypothesis 24. Ethnic group will moderate the influence of product suggested by Omair (2014). This study employed quota sampling
assortment and perceived quality on shoppers’ mall shopping attitude. technique. Respondents were drawn from six shopping malls in Nigeria
191
Fig. 1. Preliminary Determinant Attitude Behaviours (DAB) Model. Notes: AAD =Aesthetics and Architectural Design; ESC =Escapism; EXP = Exploration; FL
= Flow; RTM = Retail tenant mix; RE = Role enactment; CONV = Convenience; SOC = Social networking; PO = Promotional offer; PAQ = Product availability
and quality; PP = Prices of products; ATT = Attitude; MPF= Mall patronage Frequency.
thus: Polo Park Mall, Enugu (200); Palms Shopping Mall, Lagos (300); items), flow (3 items), escapism (3 items), social networking (2 items),
Ikeja City Mall, Lagos (200); Kwara Mall, Ilorin (250); Ado Bayero Mall, promotional offer (2 items), mall tenant mix (2 items), comparison of
Kano (300), and Grand Towers in Federal Capital Territory, Abuja (287) prices of products (3 items), role enactment (4 items), product assort-
strongly perceived as the flagship of malls in terms of shoppers’ traffic ment and perceive quality (3 items), aesthetics and architectural design
in emerging mall segment. Questionnaire allocation to each mall was (3 items); mediator (i.e., attitude) was measured by employing (3
based largely on the age, size, and cursory observation of shoppers’ items) and dependent variable (i.e., mall patronage frequency) (3
traffic to the selected malls. Close similarities were noted in terms of items) measured as follows: I do most of my shopping in the mall; Now
design, age, size, and tenant-combination for the malls chosen for this that malls exist, I shop in malls; Window shopping and browsing in
investigation. shopping mall is a way of exercising for me (Rousseau and Venter,
2014).
A structured questionnaire written in English language was utilized
3.2. Questionnaire design to collect data from respondents since English is the Lingua Franca/
official language in Nigeria (Osoba and Alebiosu, 2016) culminating in
Validated mall shopping predictor measurement items were adapted 76.3% national youth and 65.1% national adult literacy rate in English
from previous studies (Babin et al., 1994; Ahmed et al., 2007; El-Adley, Language (National Bureau of Statistics, 2010). Also, English is in-
2007). Factor loadings on each dimension of the scales formed the basis creasingly becoming the official language in many countries and widely
for item selection for inclusion in this study. However, some items in used in the business and academic community (Schutz, 2005; Rahimi
the measurement items were re-phrased and new ones added to suit and Bagheri, 2011). The survey instrument was structured thus: Section
local contexts. Given the alterations made to the measurement items, A contains shoppers’ socio-demographics such as gender, age, among
the questionnaire was pilot-tested (Hair et al., 2010) on sixty con- others while section B, examined shopping behaviour of shoppers such
veniently selected cohort shoppers within the Polo Park Shopping Mall, as frequency of mall visit, average time spent in mall, and number of
Enugu and Grand Tower, Abuja (Abuja proxy mini-Nigeria) Nigeria. stores visited. Both section A and B used close-ended questions. Section
These cohorts were excluded from the respondents who filled the final C assessed mall shopping determinants. Five Point Likert-scales of 40
questionnaire. The questionnaire was further pre-tested for face or measurement items were employed.
consensus validity using two experienced academic researchers in
marketing (Jamal et al., 2006), in order to enhance the understanding
of each construct's items and their meanings to ensure correct mea- 3.3. Questionnaire administration
surement theory (Hair et al., 2010). Based on comments and observa-
tions made after the pilot-test, corresponding corrections were reflected Mall intercept method, which is consistent with similar previous
in the final copies of the questionnaire administered to actual mall studies (Anning-Dorson et al., 2013; Singh and Prasher, 2014; Kok and
shoppers. The questionnaire was designed in a five-point Likert-scale Fon, 2014) was utilized to contact respondents. Judgemental sampling
format ranging from a score of 5 to represent strongly agree to 1 in- was used in selecting respondents in order to ensure that actual shop-
dicating strongly disagree. The independent (i.e., determinants) con- pers aged at least 18 years are surveyed. To minimize radically incon-
structs were assessed by using forty (40) items adapted from extant sistent responses which has been linked to mall intercept due partly to
literature broken-down thus: convenience (5 items), exploration (4 rush and uncomfortable environment (Bell et al., 2011), shoppers who
192
showed willingness to participate in the survey which is paper-based The income distribution of mall consumers on an average monthly
were taken to a fairly furnished room strictly approved by mall man- income, denominated in Nigeria Naira (₦), shows that 19% of the re-
agement. To avoid over-representation of frequent mall shoppers, po- spondents has income of less than ₦18,000.00; respondents within
tential respondents were asked whether they have participated in si- ₦18,000.00 – ₦217,999.00 income profile are 55%; respondents within
milar survey in any of the selected malls for this research. Potential ₦218,000.00–₦417,999.00 income bracket is 14%; respondents within
respondents that answered ‘yes’ to the question were screened out and ₦418,000.00–₦ 617,999.00 are 7%; those within ₦618,000.00 –
those that responded ‘no’ were presented with questionnaire for com- ₦817,999.00 income range are 3%; and the respondents above
pletion. Four trained female graduates in marketing and/or manage- ₦818,000.00 are 2%. The import of the income statistics is agreeably a
ment highly proficient in English and ethnic languages served as re- confirmation of a rising middle-income class (i.e 55% and 14% of re-
search assistants. The research assistants dressed in the lead spondents) in Nigeria. Educational statistics indicates higher accep-
researchers’ University T-shirts and caps were stationed near the en- tance of mall culture among the highly educated consumers. For in-
trance and exit gates of the selected shopping malls. The researchers stance, respondents with no formal education are 0.2%, those with First
provided information signs (e.g., banner) which described the re- School Leaving Certificate (FSLC) are 2%; those with WASC/GCE/
searchers’ University and aptly captured the theme of the study. This NECO are 16%; those with NCE/ND are 16%; those with B.Sc./HND are
response-rate-building strategy is consistent with evidence in the lit- 42%; those with Master Degree are 18%; and those with PhD/
erature (LeHew and Wesley, 2007). Though the researchers provided a Fellowship are 6%. Overall, the educational qualifications of the re-
“tablet of soap” to each respondent as reward for participation in the spondents appear relatively high given that Nigeria is a developing
study (Dillman et al., 2009), many respondents rejected the soap, ar- nation. Statistical evidence on ethnic background of respondents sug-
guing that it was the interest that they have in the somewhat ‘novel’ gests dominance of certain ethnic groups in mall patronage in Nigeria.
study in Nigerian setting that actually informed their participation and For instance, the Igbo ethnic group constitutes 54% of the respondents;
not necessarily the incentive they may get afterwards. This unusual the Yoruba ethnic group is 23%; the Hausa ethnic group is 9%; the
insight suggests that the incentive offered may have influenced re- Fulani ethnic group is 3%; and other minority ethnic groups account for
sponses very minimally. The data collection lasted for seven (7) days 11%. The dominance of the Igbo and Yoruba ethnic groups in mall
from November 20 to November 27, 2017 at different times in a day, shopping is suggestive of the permissiveness of the cultures for ad-
weekdays and weekend in order to reduce sampling bias and get varied ventures and exploration. The nationality of the respondents indicates
mix of respondents (Kok and Fon, 2014). that 98% are Nigerians, while 2% are foreign nationals.
4. Results 4.2. Shopping behaviour of the respondents
4.1. Respondents' profile Majority of the respondents (445/38%) spend 1 h–1h 59 min on
each mall shopping trip; only 61 (5%) spend over 4 h. Other re-
The survey recorded a response rate of 1183 (77%) useable respondents spend various times per trip. That overwhelming majority of
sponses which slightly exceeded 70% widely recommended in the lit- the respondents spend more than 2 h is indicative of the magnetic
erature for analysis and reporting particularly for survey studies power of the mall at the moment. Regarding the number of stores vis-
(Baruch and Holtom, 2008). Based on the useable sample, the ratio of ited per trip, 461 (39%) visit between 3 and 4 stores whereas 9 stores
males to female is 54–46%. The age distribution seems to suggest the are visited by only 40 (3%) of the respondents. In terms of frequency of
dominance of female gender in mall patronage. This finds symmetry mall visit, monthly mall shoppers account for 379 (32%) and 87 (9%)
with our earlier proposition that female gender is likely to patronize go to mall occasionally. The remainder of the respondents visit mall at
malls more frequently due to their household roles. The age distribution different periods. The average monthly expenditure shows that more
of respondents within the age bracket of 18–25 constitute 66.6%; while than half of the respondents 631 (53%) spend less than 20,000.00, 420
those of 26–33 age bracket constitute 30% of sampled respondents; (35%) spend between N20,000.00–N70,999.00, and those that spend
34–41 age bracket constitute 20%; however, those within 42–49 age N173,000.00 and over represents only 11 (1%).
bracket constitute 19% of respondents; and respondents of 50 years and
above is 6%. The age distribution reveals the dominance of younger
generation in mall patronage as almost 70% of the respondents are less 4.3. Questionnaire items
than 25years of age. With regards to marital status; 47% of the re-
spondents are married; 46% are single; 2% are separated; 1% is widow; Overall, means range from 3.13 to 4.38 suggesting that the studied
2% are widower; and 1% is divorced. Furthermore, the descriptive respondents had an overall positive evaluation for each of the 13
statistics is somewhat suggestive that married individuals patronize variables. The complete summary of the descriptive statistics for all the
shopping malls frequently, perhaps for household reasons. indicators employed in the study are contained in Table 2.
Table 1
Mall shopping behaviours of the respondents.
Mall shopping behaviour(MSB) Frequency (N_=1183) % MSB Frequency %
Average time spent in mall Frequency of mall visit

Below 1 h 417 35 Everyday 367 31
1 h–1hr 59 min 445 38 Once in a week 128 11
2 h–2 h 59 min 175 15 Once in a month 379 32
3 h–3 h 59 min 85 7 Once in two months 206 17
4 h and above 61 5 Occasionally 87 9
Number of stores visited per trip Average monthly expenditure (₦)
1–2 stores 446 38 Less than 20,000.00 631 53
3–4 stores 461 39 20,000.00–70,999.00 420 35
5–6 stores 166 14 71,000.00–121,999.00 91 8
7–8 stores 70 6 122,000.00–172,999.00 30 3
9 stores and above 40 3 173,000.00 and above 11 1
193
Table 2
Descriptive statistics.
Items Mean Standard deviation
Aesthetics & Architectural Design (α = 0.771)

The mall is beautifully designed to attract someone like me 3.61 1.095
The interior design of the malls usually attracts me to shop in malls 3.79 0.995
I am attracted by malls’ internal beauty 3.92 0.943
Escapism (α = 0.734)
When I am stressed, the mall is a good place to go. 4.08 0.910
I visit malls to avoid hot weather or rainy period 3.81 1.017
When I am bored, the mall is a good place to go. 3.38 1.188
Exploration (α = 0.711)
Mall is a good place to find out what is new 4.10 0.888
Certain stores are fun to visit because they sell products that interests me 4.07 0.897
I consider a visit to mall as a learning experience 4.14 0.804
I enjoy handling the merchandise in various stores and trying it on 4.06 0.958
Flow (α = 0.761)
When I am in the mall, I feel like I am in another world 3.68 1.199
I lose track of time when I am inside the mall 3.22 1.266
When I leave the mall, I am sometimes surprised to find out it is dark outside 3.77 0.976
Retail tenant mix (α = 0.764)

Retail stores in the malls are attractive and have better reputation 4.38 0.813
The number of stores in the malls is sufficient to meet my shopping needs 3.49 1.312
Role enactment/Playing (α = 0.839)

I like shopping for others because when they feel good I feel good too 3.93 1.002
I enjoy shopping for my friends and family 3.87 1.008
Shopping is the customary activity of housewife 4.01 0.889
I enjoy finding a good product or gift for someone else 4.19 0.918
Convenience (α = 0.839)
The malls’ operating hours are good for me 3.13 1.242
Mall is a one-stop shopping place 3.32 1.224
Shops in malls are easy to access 3.35 1.259
I visit malls because of its closeness to my house, office or study place 3.85 0.972
I feel very safe to shop in malls 3.27 1.169
Social networking (α = 0.718)

Going to malls is an enjoyable experience when I am with friends 3.42 1.092
Mall is a good place to make new friends or re-unite with old ones 3.45 1.152
Product assortment and quality (α = 0.795)

Fresh oven-baked bread sold in malls attracts me to shop in malls 4.14 0.788
Malls have wide variety of products from reputable global retailers 3.94 0.933
I have more confidence in products I buy in mall because of its return policy 4.07 0.867
Prices of products (α = 0.758)

The prices of products in malls are comparable to prices in other retail outlets 3.53 1.079
The prices of products in malls are fairly stable 3.73 0.962
Every product has price tag which helps to save shopping time 3.13 1.144
Promotional offer (α = 0.705)

I buy alcoholic and non-alcoholic beverages with free bottles 3.74 1.115
Free gifts retailers give in malls attract me to shop in malls 3.78 1.051
Attitude (α = 0.764)
I like mall emergence in Nigerian retail domain 3.96 0.912
Mall concept is a good idea; it will improve my shopping culture 3.92 0.905
I am satisfied with the malls’ pleasant environment 3.84 1.099
Mall patronage frequency (α = 0.749)

I do most of my shopping in the mall 3.52 1.178
Now that malls exist, I shop in malls 3.97 0.969
Window shopping and browsing in shopping mall is a way of exercising for me 4.09 0.829
4.4. Assessment of the measurement model items converged well on their respective constructs. Additionally,
convergent validity exists when average variance extracted (AVE) is
Wong (2013) and Hair et al. (2010) submit that in evaluating re- ≥0.5 and composite reliability (CR) is > 0.7 regarding all variables of
flective measurement PLS-SEM model, the analysis should include: measurement model (Peng and Lai, 2012). Table 1 shows that all CR
composite reliability (CR) in order to assess the internal consistency of values for all the variables were > 0.7 (i.e. 0.749–0.886) and AVE va-
the manifest variables relating to each construct, outer model loadings, lues were > 0.5 (i.e. 0.504–0.780). Hence the existence of convergent
average variance extracted aimed at determining the convergent va- validity and construct reliability remains unquestionable and confirmed
lidity, and discriminant validity. Convergent validity was checked by for all construct ( Table 3).
assessing construct loadings and construct reliability to ensure that they
exceeded the 0.6 threshold (Chin, 1998). The item loadings were po-
sitive and ranged from 0.630 to 0.998, which clearly confirm that the
194
Table 3 4.6. Assessing structural path significance in bootstrapping

Assessment of the measurement model.
Convergent SmartPLS generates T-statistics for significance evaluation of both
validity the inner and outer model using bootstrapping procedure. On com-
Constructs Items Loadings AVEa Composite pletion of the bootstrapping, the numbers in the T-value column were
reliabilityb checked to determine if the path co-efficients relating to the inner
Aesthetics & Architectural AAD1 0.777 0.669 0.858
model are significant or not. On the basis of a two-tailed t-test with
design significance level of 0.05 (5%), the path co-efficients will be significant
AAD2 0.806 if the T-statistics is larger than 1.96 (Wong, 2013). Overall, the model
AAD3 0.869 (Fig. 2) explains positive significant variance of (R2 = 0.754) 75.4% in
Convenience CON1 0.752 0.610 0.886
mall shopping attitude by the eleven latent constructs (aesthetics and
CON2 0.799
CON3 0.808 architectural design, product assortment and perceived quality, es-
CON4 0.834 capism, exploration, flow, social networking, convenience, promotional
CON5 0.704 offer, retail tenant mix, prices of product, and role enactment; attitude
Escapism ESC1 0.777 0.543 0.780
alone explains significant positive variance of (R2 = 0.51.4) 51.4% in
ESC2 0.782
ESC3 0.714
mall patronage frequency). In social sciences research, R2 of 0.75 is
Exploration EXP1 0.709 0.535 0.821 substantial, 0.50 is moderate, and 0.25 is weak; dataset that has up to
EXP2 0.761 1000 observations, the “standardized” path co-efficients should be
EXP3 0.718 equal to or larger than 0.200 in order to demonstrate its significance
EXP4 0.735
(Wong, 2013). The path co-efficients for the significant paths are larger
Flow FL1 0.819 0.677 0.863
FL2 0.875 than 0.2 in this study. The eleven independent variables are collectively
FL3 0.772 very strong positive predictor (75.4%) of ATT; attitude has a strong
Product assortment & PAQ1 0.726 0.566 0.817 positive mediating effect (75.4%) between the eleven independent
quality variables and the MPF dependent variable. This insight reinforces ear-
PAQ2 0.844
PAQ3 0.776
lier debate against the apparent exclusion of consumer attitudes which
Promotional offer PO1 0.851 0.771 0.870 remains a pivotal mediator of consumer behaviour especially in in-
PO2 0.904 dividualistic, as opposed to collective culture (Jayawardhena, 2004; De
Prices of products PP1 0.630 0.530 0.770 Mooij and Hofstede, 2011) in previous mall-retail oriented studies.
PP2 0.801
An examination of the path co-efficient in Fig. 2 and Table 5 show
PP3 0.744
Role enactment/playing RE1 0.730 0.615 0.864 that product assortment and perceived quality (β = 0.440, p < 0.05),
RE2 0.776 aesthetics and architectural design (β = 0.210, p < 0.05), convenience
RE3 0.827 (β = 0.408, p < 0.05) had a significant positive effect on the attitude
RE4 0.800 of mall shoppers towards malls. Also, social networking (β = 0.389,
Retail tenants mix RTM1 0.701 0.510 0.777
RTM2 0.998
p < 0.05), promotional offer (β = 0.342, p < 0.05), retail tenant mix
Social networking SOC1 0.894 0.780 0.876 (β = 0.262, p < 0.05) demonstrated significant positive effect on at-
SOC2 0.873 titude towards malls and so do prices of products (β = 0.327,
Attitude ATT1 0.779 0.521 0.815 p < 0.05) and role enactment (β = 0.333, p < 0.05). However, es-
ATT2 0.713
capism (β = -0.047, p > 0.05), exploration (β = 0.021, p > 0.05)
ATT3 0.768
Mall patronage frequency MPF1 0.638 0.504 0.896 and flow (β = 0.015, p > 0.05) are not strong predictors of mall atti-
MPF2 0.839 tude. Attitude (β = 0.642, p < 0.05) has significant positive effect on
MPF3 0.633 mall patronage frequency among the studied respondents. Accordingly,
a
H1, H2, H6, H7, H8, H9, H10, H11, H12 are supported; H3, H4, and H5
Means Average variance extracted (AVE) = (addition of the square of the
are not supported.
factor loadings)/ [(addition of the square of the factor loadings) + (addition of
A closer evaluation of the path co-efficients of moderating variables
the error variances)].
b
Means Composite reliability (CR)= (square of the addition of the factor in Fig. 2 and Table 5 reveal that age of mall shoppers moderate the
loadings)/ [(square of the addition of the factor loadings) + (addition of the effects between product assortment and perceived quality (β = 0.430,
error variance)]. p < 0.05), aesthetics and architectural design (β = 0.200, p < 0.05),
and prices of products (β = 0.221, p < 0.05) and mall attitude. Thus,
4.5. Discriminant validity H13, H14, H22 are supported. Conversely, escapism (β = 0.004,
p > 0.05), exploration (β = 0.008, p > 0.05), flow (β = 0.047,
Discriminant validity can be checked by comparing the square-root p > 0.05), social networking (β = 0.015, p > 0.05), convenience
of AVE with the correlations between the constructs (Fornell and (β = 0.004, p > 0.05), promotional offer (β = 0.008, p > 0.05), re-
Larcker, 1981; Peng and Lai, 2012); inter-construct correlations should tail tenant mix (0.085), and role enactment (β = 0.026, p > 0.05) do
be less than the square-root of the AVE (Chin, 1998). As evident in not have significant interaction effect among the variables and mall
Table 4, the diagonal values of the correlation matrix which captures attitude. Therefore, H15, H16, H17, H18, H19, H20, H21, and H23 are
the square root of the AVEs are greater than the corresponding inter- not supported.
construct correlations establishing existence of discriminant validity Ethnic background of mall shoppers exhibited five interaction ef-
(Agan et al., 2013). The results demonstrate that there is no 100% fects: a positive moderating effect between convenience and mall atti-
correlation between constructs i.e. no similarity between constructs tude (β = 0.403, p < 0.05), between product assortment and per-
meaning that the results were fairly high and acceptable as suggested ceived quality and mall attitude (β = 0.209, p < 0.05), between
by (Hulland, 1999). The lowest square-root of the AVE computed promotional offer and mall attitude (β = 0.202, p < 0.05), between
(0.685) is higher than the highest inter-construct correlation coefficient role enactment and mall attitude (β = 0.260, p < 0.05), and retail
(0.601). Also, the variables did not display any multicollinearity pro- tenant mix and mall attitude (β = 0.354, p < 0.05). Accordingly, H24,
blem as all the correlations were < 0.8 (Fraering and Minor, 2006). H30, H31, H32, H34 are supported. On the other hand, aesthetics and
This further supports the existence of discriminant validity. architectural design (β = 0.044, p > 0.05), escapism (β = 0.016,
p > 0.05), exploration (β = 0.017, p > 0.05), flow (β = 0.061,
195
Table 4
Discriminant validity (Inter-construct correlation matrix) Fornell-Larcker Criterion.
Latent constructs 1 2 3 4 5 6 7 8 9 10 11 12 13
Aesthetics & A. D. 0.818

Attitude 0.386 0.721
Convenience 0.305 0.338 0.781
Escapism 0.342 0.324 0.367 0.737
Exploration 0.339 0.368 0.229 0.347 0.731
Flow 0.126 0.284 0.155 0.156 0.189 0.823
Product assort 0.236 0.601 0.186 0.343 0.364 0.335 0.752
Patronage 0.299 0.584 0.262 0.233 0.303 0.201 0.363 0.717
Promotional offer 0.246 0.354 0.259 0.297 0.177 0.324 0.245 0.358 0.878
Prices of products 0.254 0.381 0.318 0.307 0.348 0.199 0.276 0.238 0.302 0.728
Role enactment 0.293 0.360 0.397 0.352 0.331 0.192 0.266 0.267 0.228 0.265 0.777
Retail tenant mix 0.234 0.305 0.317 0.171 0.266 0.063 0.146 0.270 0.255 0.257 0.283 0.714
Social networking 0.289 0.400 0.366 0.302 0.290 0.203 0.270 0.264 0.288 0.265 0.282 0.190 0.883
Notes: The values in bold on the diagonal are the axis are the square root of average variance extracted (AVE); other entries relate to the squared correlations.
Fig. 2. DAB Structural Model Results. Note: T-Values for Two-tailed:1.96(*p 0.05).
p > 0.05), prices of product (β = 0.019, p > 0.05), and social net- assorted higher-order-goods which for decades have remained some-
working (β = 0.020, p > 0.05) are not supported. Hence, H25, H26, what elusive particularly among the rapidly emerging Nigerian middle-
H27, H28, H29, and H33 are not supported. class consumers. Nigerian consumers appear to be slightly ‘crazy’ as
they search for distinctiveness in terms of what they wear or consume.
As a retail platform, shopping malls provide growing consumers op-
5. Discussion
portunity to access and consume western brands previously difficult to
get in most widely scattered neighborhood stores and/or traditional
The is research set out to examine the determinants of mall attitude,
open markets with limited merchandise selection and widespread ‘fake’
how attitude predicts mall patronage frequency and the moderating
products. Also, the one-stop shopping character of malls is crucial for
effects of age and ethnic background of respondents on the predictors.
consistently growing time-poor and multi-purpose Nigerian shoppers
To accomplish this defined objective, related literature was extensively
that are presently embedding recreation silently into shopping trips.
reviewed regarding mall shopping predictors, attitude, patronage, age,
Importantly, this result tends to align with Carpenter (2008) who as-
and ethnic nationalities. Accordingly, thirty-four (34) hypotheses were
serts that malls’ atmospherics tend to re-shape shoppers’ perception and
formulated and tested based on data collected from selected malls in
assessment of the quality of products sold in mall culminating in higher
Nigeria. The results presented in Table 5 show that product assortment
confidence and customer traffic to malls.
and perceived quality has a significant positive effect on mall attitude
Regarding the social networking, its positive relationship with mall
among the surveyed mall shoppers in Nigeria. This finding supports
attitude among the studied shoppers is evident and clearly consistent
previous results within the extant literature (Wel et al., 2012;
with previous studies (Varman and Belk, 2012; Hollenbeck et al., 2008;
Carpenter, 2008; Cleeren et al., 2010). The overwhelming statistical
Malike, 2010; Ahmed et al., 2007). Shoppers across ages in Nigeria are
significance of this construct may be linked to the daring quest for
196
Table 5
Bootstrapping results (The structural model and path analysis).
Hypotheses Hypotheses paths Path co-efficients T-values Decisions
H1 PAQ > mall attitude 0.440 16.783* Supported

H2 AAD > mall attitude 0.210 8.842* Supported
H3 ESC > mall attitude 0.047 1.812 Not supported
H4 EXP > mall attitude 0.021 0.952 Not supported
H5 FL > mall attitude 0.015 0.647 Not supported
H6 SOC. > mall attitude 0.389 16.344* Supported
H7 CONV > mall attitude 0.408 15.797* Supported
H8 PO > mall attitude 0.342 13.089* Supported
H9 RTM > mall attitude 0.262 11.567* Supported
H10 PP > mall attitude 0.327 12.833* Supported
H11 RE > mall attitude 0.333 14.022* Supported
H12 Attitude > mall patronage frequency 0.642 30.596* Supported
H13 PAQ * age > mall attitude 0.430 8.883* supported
H14 AAD * age > mall attitude 0.200 3.961* supported
H15 ESC * age > mall attitude 0.004 0.083 Not supported
H16 EXP * age > mall attitude 0.008 0.169 Not supported
H17 FL * age > mall attitude 0.047 0.975 Not supported
H18 SOC * age > mall attitude 0.015 0.307 Not supported
H19 CONV * age > mall attitude 0.004 0.071 Not supported
H20 PO * age > mall attitude 0.008 0.156 Not supported
H21 RTM * age > mall attitude 0.225 4.407* Supported
H22 PP * age > mall attitude 0.221 4.579* Supported
H23 RE * age > mall attitude 0.026 0.550 Not supported
H24 PAQ * ethnic > mall attitude 0.209 4.317* Supported
H25 AAD * ethnic > mall attitude 0.044 0.928 Not supported
H26 ESC * ethnic > mall attitude 0.016 0.308 Not supported
H27 EXP * ethnic > mall attitude 0.017 0.366 Not supported
H28 FL * ethnic > mall attitude 0.061 1.305 Not supported
H29 SOC * ethnic > mall attitude 0.020 0.404 Not supported
H30 CONV * ethnic > mall attitude 0.404 8.000* Supported
H31 PO * ethnic > mall attitude 0.221 4.094* Supported
H32 RTM * ethnic > mall attitude 0.354 7.509* Supported
H33 PP * ethnic > mall attitude 0.019 0.359 Not supported
H34 RE * ethnic > mall attitude 0.260 5.088* Supported
Note: PAQ, product assortment and perceived quality; AAD, aesthetics and architectural design; ESC, escapism; EXP, exploration; FL, flow; SOC, social networking;
CONV, convenience; PO, promotional offer; RTM, retail tenant mix; PP, prices of products; RE, role enactment. * P < 0.05.
increasingly conceptualising malls as a hot social and/or socio-per- Convenience demonstrate strong positive impact on mall shopping
sonality transformation (Idoko et al., 2017) destination that are non- attitude. This result corroborates and statistically supports earlier re-
discriminatory between genders This interpretation and understanding search (Singh and Prashar, 2013; Khare, 2011; Yava and Babakus,
is extremely important because in Nigerian context, women, for in- 2009) but departs from De Juan (2004). Perhaps, in developing
stance, generally tend to exhibit culture-induced degree of restraint economies’ retail context such as Nigerian, this finding obviously is
regarding where to visit for at least social interaction opportunities logical and unsurprising because anecdotal evidence points to the un-
unlike their male counterparts who have limitless destination-choices pleasant hassles shoppers experience in terms of restricted shopping
for socialisation purposes. Again, this result may be further explained hours, limited parking places, insecurity of parked cars, unclean toilet
by the increasing disappearance of socializing spots such as zoo, mu- facilities, and traffic jam due to increasing car ownership amongst
seum and cinema houses for recreation pursuits, entertainment, search growing middle class consumers. Malls have multi-faceted con-
for new friends, meeting old friends, meetings in Nigerian setting veniences which appeal to both utilitarian and hedonic shoppers. Also,
thereby indirectly placing malls as strategic alternate social and re- the extended shopping hours (9 a.m. to 9 p.m.) including Sundays
creation destinations for individuals and families engaged in catch-up which were previously lacking in most retail platforms seem appro-
race to copy advanced culture and consumption. Aesthetics and Ar- priate for time-distressed working-class across socio-demographics. In-
chitectural Design was found to have significant positive relationship terestingly, as shown in Table 5, convenience exhibited highest pre-
with mall attitude; thus, statistically supporting the hypothesis. This dictive power towards mall attitude. Often, consumers think about
result finds support in Kamarulzaman and Lih (2010) and Chen and possible ordeals or ease and/or pleasures regarding shopping destina-
Hsieh (2011). In Nigeria, and perhaps in other developing nations, mall tions before setting out for shopping. Statistical support was found for
design and atmospherics differ markedly from Africa-type of retail in- promotional offer as a determiner of mall attitude. This finding aligns
stitutions largely characterised by unconnected individual stores under and underpin Kamarulzaman and Lih (2010), Khare et al. (2014),
different roof. The uncommon aesthetics and design of mall ignites Yousaf et al. (2015), and Mohan and Tandon (2015). Promotion offer
huge excitement in consumers and quietly creates and paints a picture and events tend to provoke arousal and pleasure in consumers culmi-
of a typical shopping venue in more developed economies which many nating in positive disposition towards the mall (Das and Varshneya,
hedonic Nigerian shoppers may have been looking for in order to gain 2017). Introduction of slight changes in the shopping environment in
psychological and emotional enrichment aside product acquisition. The the form of brand launch by companies, instant buy-and-win offer en-
feeling of excitement and joy and probably the growing quest for hances the environment's perceived novelty and pleasantness (Berlyne
westernization has turned malls into a photo-gallery for “photogenic (as cited in Das and Varshneya, 2017)). Viewed from another lens,
shoppers” and tourists who almost immediately and regularly upload Nigerian shoppers are becoming increasingly deal-prone emanating
their mall slots and pictures into various social media platforms for largely from growing financial stress and decreasing buying power of
personality upgrade and re-construction or social satisfaction. the currency. Consumers’ ears are wide-open to announcements aside
197
referrals to deal opportunities aimed at gaining additional value in In terms of age, highest moderating effect was discovered for pro-
every purchase. duct assortment and perceived quality as shown in Table 5 followed by
Retail tenant mix was found to have significant positive effect on retail tenant mix. This means that the age of a shopper is a potent force
attitude towards mall. Previous research establish strong connection that shapes how he perceives the independent variables in this study.
between retail tenant mix and positive assessment and/or approach This result affirms Yuniarinto et al. (2017) who found that age mod-
behaviour towards malls (Maryam and Kambiz, 2011; Muhammad and erates effect of retail attributes relating to utilitarian motivations.
Tan, 2007; Damian et al., 2011). Obviously, the density of retail store Nevertheless, this finding is a clear departure from Westbrook and
enhances arousal. The larger number and variety of retail outlets in a Black (1985) and Jin and Kim (2001) submit that age does not exert
shopping mall create positive arousal such as excitement in shoppers’ moderating effect on retail attributes in terms shopping motivation
mind. Indeed, the more the number of stores the better! The over- such as utilitarian or hedonic. The relationship between aesthetics and
whelming statistical support of role enactment as a key determiner of architectural design and mall attitude is stronger among younger
mall attitude finds support in earlier empirical research (Jamal et al., shoppers (< 35 years) but the interaction on product assortment and
2006; Arnold and Reynold, 2003). This result may possibly be ex- perceived quality, retail tenant mix and prices of products is stronger
plained by a combination of inter-related reasons: existing dominant among older shoppers (> 35). This insight is in line with Devadas and
retail channels (e.g., traditional open markets) suffer filthy trading Manohar (2012). This reinforces the idea that younger consumers are
environment, “pick-pockets” and/or limited parking spaces which have more disposed towards hedonic mall attributes than older consumers.
been widely pilloried by shoppers. The presence of lunatics, beggars, Interaction effect of ethnic background of shoppers was discovered
and insane persons around retailing platforms particularly traditional relating to product assortment and perceived quality, convenience,
open begging for alms seem to unduly pierce the overall shopping ex- promotional offer, retail tenant mix, and role enactment. Convenience
perience of consumers as they attempt to perform the roles as a wife or displayed the greatest moderation impact followed by retail tenant mix.
friend. Again, the rapidly growing couples and/or single women in Nonetheless, no significant moderation effect was discovered for AAD,
workplaces who are often time-pressured to enact their cultural roles ESC., EXP., FL., SOC., and PP. This results again reinforces the previous
and/or inherited obligations (Ahmed et al., 2007) for their families or studies (Michon and Chebat, 2004) which found a positive link between
friends place malls as preferred alternate retail option since malls have shoppers’ background and mall shopping attitude/behaviour. Ethnic
extended hours of operation. Quest to appreciate modernity and background is a modifier of shoppers’ evaluation of mall attributes
freedom of association with old and probably new friends in course of which of course may culminate in approach or avoid behaviour. Un-
enacting roles may most likely explain the positive evaluation of malls doubtedly, this appears apparent in Nigeria due largely to deep cultural
as retail option. heritage that tend to culture our attitude towards phenomenon.
Prices of products comparison by shoppers has positive and sig-
nificant effect on attitude towards malls. This finding is in line with 6. Theoretical implications
Varman and Belk (2012) and Zeithaml (1988) who found that price is a
strong determiner of attitude towards a retail outlet. However, the Taken from theoretical lens, this research is most likely the first to
finding is inconsistent with De Juan (2004) who found that price does develop a robust model (DAB) that explains determinants of mall
not significantly influence consumers to visit malls. The contrary shopping attitude and patronage and moderating effects of age and
finding may be explained by context (developed and developing ethnic background in a single model from the prism of a developing
economies i.e., Nigeria versus Spain). In Nigeria, price of a product economy where mall concept is emerging. The embryonic status of
and/or service still remain an issue due largely to widespread poverty shopping-mall based research from developing economies particularly
among the consumers. The gap between the rich and the poor is very Nigeria that represents typical top-ten (Kearney, 2014) promising retail
wide and the poor are more than 80% of the population. Income-dis- destination in SSA tends to provoke the need for an empirically sup-
tribution gap in develop economies may be narrower. ported mall-shopping-behaviour theory to be posited. The model could
Exploration was found to insignificantly influence mall attitude. be insightful theoretical framework that could guide future mall-based
This surprising result failed to support earlier findings (Ahmed et al., research in other developing country that offers opportunities for mall-
2007; Rupesh and Anish, 2010; Anning-Dorson et al., 2013; Obi, 2014). based business. Based on the findings of this study, we posit the DAB
As mall concept is still in infancy in Nigeria, it was expected that model which seeks to explain, predict, and offer deeper understanding
shoppers will be attracted to malls in order to explore current trends of mall shoppers’ motivations in a developing country where mall
relating fashion goods, innovations among others. This departure from concept is emergent. Again, the DAB model extends existing knowledge
expectation may most likely be explained by the desperation of many within the limits of bounding assumptions offered by previous studies
Nigerian shoppers to attend to basic physiological needs rather than that explored mall retailing from the prism of developed country tax-
engaging in exploration. Similarly, escapism also did not show sig- onomy where mall phenomenon has attained advanced status. The
nificant relation with mall attitude. This result again, differs from import of this model to both mall managers and developers is that they
Ahmed et al. (2007), Underhill (2005), and Anning-Dorson et al. could reinforce mall patronage by fostering the eight predictors and
(2013). This result suggests that majority of Nigerian mall shoppers are probably minimising investment in the three slightly insignificant
not on a respite mission as they migrate increasingly to malls. Though predictors.
the economic conditions are challenging, perhaps, shoppers are largely Importantly, a majority of previous studies have failed to evaluate
seeking for other needs (e.g., better shopping environment, products) the mediating role of attitude in predicting consumer behaviour in mall
fulfilments. Flow failed to demonstrate significant positive relationship context. The model demonstrates the mediating power of attitude to-
with mall attitude. This result in not in line with Ahmed et al. (2007), wards behaviour in mall context. As a departure from earlier studies in
and Anning-Dorson et al. (2013). Perhaps, flow constitutes an insig- the shopping mall domain globally, examining the mediating effect of
nificant need at the moment as Nigerian shoppers seem to be sur- attitude and mall patronage frequency is arguably useful as acceptance
rounded with myriads of needs that may most likely eclipse flow need. or rejection of a new phenomenon is largely a function of attitudinal
Regarding moderating effect, age moderates the potential effect of disposition (Ukenna and Nkamnebe, 2016; Ajzen, 1991). This is an
product assortment and perceived quality, aesthetics and architectural insightful contribution in mall literature.
design, retail tenant mix, and prices of products on mall attitude. Moderating effect of demographic variables such as age and ethnic
However, no interaction effect was noted for escapism, exploration, background have remained largely unexamined till date. Accordingly,
flow, social networking, convenience, promotional offer, and role this research adds to the literature by demonstrating that age and ethnic
playing. background have significant positive interaction effects on mall
198
patronage determinants. Overall, it may be safe to submit that this periodic consumer-based promotional offers by mall retailers may ap-
study is one of few studies which developed a robust model that in- peal to price-sensitive and value -focused shoppers. Brand launch by
cludes mediating and moderating variables to examine the determi- companies could do some magic to attract shoppers to the mall. In order
nants of shoppers’ attitude in a mall setting in a developing economy. to used promotional offer and/or event to lure shoppers to mall, it
seems reasonable to develop relations with brand managers of com-
7. Managerial implications panies so that they use mall as venues for brand launch. Such approach
create arousal in shoppers and probably lead to increased mall shop-
On the basis of the SmartPLS technique in testing the hypotheses, pers’ footfall. To access this deal-prone segment, mall-based corporate
product assortment and perceived quality exerted the most significant advertisement demonstrating potential offers available in retail stores
impact on mall attitude. This is a clear demonstration that there is a and upcoming brand launch within the mall using different media (e.g.,
connection between product assortment and mall attitude and conse- social media platforms, billboards, television, and radio) may be ef-
quently patronage. This understanding forcefully implies that mall de- fective to lure shoppers to the malls.
velopers and Centre/ Mall Managers should recognize potent force as- From managerial perspective, mall developers and centre managers
sociated with product assortments and use the insights in the should be concerned about the density of retail stores in each mall in
recruitment of retailers into the mall in order to strongly distinctiveness order to command sustainable customer patronage. For instance, In
in terms of higher-quality-product. Anecdotal evidence suggests that Nigeria most shoppers across socio-demographics exhibit very high
consumers travel from different cities to mall locations partly in search interest and reception to upscale brands in their obvious struggle to
of ‘scarce’ higher-order goods. Of course, this approach is indispensable assert uniqueness and authority; mall tenants’ variety tend to dominate
as there is a growing shift towards consumption of foreign-made brands their visit or avoid criteria. In other words, Nigerian shoppers seem to
by consumers across demographics resulting from decreasing ethno- employ mall tenant mix to gauge the type of products and services that
centrism. This further calls for high density of store show-casing variety may be present in the mall and by extension, the possibility of providing
of products in order to provoke human traffic which may lead to staying one-stop shopping destination and thrilling experiences. Essentially,
longer in the mall and possibly buying goods. Notwithstanding, inclu- hybrid of indigenous and reputable global retailers appears appropriate
sion of indigenous household products may be helpful in order to in other to tap into different shopper groups and grow mall shoppers’
achieve product mixes capable of attracting and growing both local- traffic.
product-consumer addicts and western-brands-desirous consumers to Positioning malls as one-stop shopping spot, assures time-con-
the malls. Corporate communication messages may be built around this strained shoppers seeking less stressful retail channel to enact their
construct. Social networking is a market segment that appears latent to roles as a wife, friend or representative of union buying products for the
investors. Since malls serve primarily dual purposes- utilitarian and body. Again, the density of retail stores may be helpful for role players
hedonic purposes, mall developers and managers guided by the sig- to execute pleasurable shopping trip.
nificant positive effect of SOC can tap into this segment of shoppers by Since age is a strong moderating variable, provision of facilities in
attracting reputable food retailers, children-friendly activity that will the mall may be dichotomised into two: young and old customers. This
attract families, periodic carnivals (e.g., beauty, festivals) aimed at step will help to ensure that the needs of both class of consumers are
softly bringing shoppers to the malls. Attendees would have the op- addressed. Also, as ethnic background shows positive significant in-
portunity to experience the mall and probably make purchases leading teraction effect on some constructs, segmenting Nigerian mall shopping
to revenue improvement to the stores in the mall. Integrated marketing segment on the basis of Southern and Northern Nigeria cultural values
communications may be helpful in this regard to stimulate interest of may be useful in order to address cultural difference without compro-
various customer groups. mising global focus of operation. This tactic would help avoid ecolo-
There is a clear significant positive relation between aesthetics and gical fallacy (Hofstede, 1980).
architectural design. This understanding implies that Mall Managers
especially in Nigeria and probably in other SSA economies where mall 8. Conclusions
concept is in its infancy should continuously maintain and upgrade mall
atmospherics in order to draw and encourage shoppers to stay longer The factors that predict mall-shopping behaviour differ along
and perhaps spend their money. Injection of innovative facilities or country economic development taxonomy. The differing determinants
attributes may confer competitive advantage in the face of heightened are apparent in the DAB Mall-patronage Frequency Model we posit
competition from traditional and online retail platforms. This is ex- based on data collected from Nigeria context to explain mall patronage
tremely important as over 80% of Nigerians still shop in traditional frequency behaviour in a developing country where mall-shopping
retail platforms Nielsen (2015). Accordingly, emotion-based commu- phenomenon is relatively at infancy. The three non-significant pre-
nication messages using fantasy and surrealism appeals to demonstrate dictors that do not drive mall patronage frequency are prominent in
“what it is like” to shop in a mall may be helpful in cultivating mall studies conducted in western context where mall-shopping has become
shopping culture and visit. as a way of life. This has given rise to our conclusion that models
Convenience as a determiner of mall attitude may be looked at from capturing the drivers are likely to differ along context.
two directions thus: conveniences that appeal to Christians and those This study provides contemporary understanding regarding de-
that are peculiar to Muslims. This approach ensures that the needs of terminants of mall-shopping culture in Nigeria as shopping is quietly
the two market segments are addressed simultaneously perhaps at the but consistently being conceptualized as opportunity for experience
stage of mall design. Muslims have some peculiarities regarding wor- among Nigerian shoppers rather than mere product acquisition.
shiping point; incorporating such facilities alongside generic ones may Importantly, significant and positive interaction effects were discovered
alter their disposition towards malls. Middle-class-shopper segment regarding shoppers’ ethnic background and age in relation to the mall
seems increasingly willing to travel a longer distance and even pay determinants. Based on these insights, incorporation of requirements of
extra in order to enjoy the convenience facilities. Additionally, slightly shoppers in Southern and Northern (e.g., Muslims) Nigeria in mall
“out-of-town” location of malls with “convenience-loaded” facilities design and retail strategy formulation along ethnic considerations and
may be considered as Nigerian shoppers appear to be gradually but age cannot be ignored.
steadily shifting to mall culture and re-conceptualising shopping to However, to capitalize on the existing gains so far, the mall retail
include experience. entrepreneurs, though fairly global in operations (e.g., ShopRite, Spar.),
Promotional offer and/or event is invaluable to Nigerian mall should continue to think global but act locally in order to thrive in the
shoppers. It triggers excitement among shoppers. Based on this insight, emerging mall segment because of the peculiarity and complexity of
199
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Journal of Retailing and Consumer Services 48 (2019) 186–201

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Journal of Retailing and Consumer Services

Determinants of shopping mall patronage frequency in a developing T

ARTICLE INFO ABSTRACT

1. Introduction However, these widely acceptable patterns of retailing appear to be

2.4.6. Socialisation/leisure/recreation 2.4.8. Promotional offers

4. Results 4.2. Shopping behaviour of the respondents

Average time spent in mall Frequency of mall visit

Aesthetics & Architectural Design (α = 0.771)

Retail tenant mix (α = 0.764)

Role enactment/Playing (α = 0.839)

Social networking (α = 0.718)

Product assortment and quality (α = 0.795)

Prices of products (α = 0.758)

Promotional offer (α = 0.705)

Mall patronage frequency (α = 0.749)

Table 3 4.6. Assessing structural path significance in bootstrapping

Aesthetics & A. D. 0.818

H1 PAQ > mall attitude 0.440 16.783* Supported

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