From traditional to transformed: Examining the pre- and post-COVID consumers’ shopping mall experiences

Gary Mortimer, Andrade, María Lucila Osorio and Syed Muhammad Fazal-e-Hasan

Journal of Retailing and Consumer Services, 2024, vol. 76, issue C

Abstract: Recently published exploratory research has suggested COVID-19 control protocols implemented during the pandemic may have altered the values and experiences customers seek within shopping malls. We refer to this as a shift from ‘traditional’ to ‘transformed’. This current study responds directly to calls for a deeper understanding of changes in post-pandemic consumer behaviour. Data were collected from shoppers via an online survey in two stages – pre-COVID (n = 356) and post-COVID (n = 367). Structural Equation Modelling (SEM) was employed to test the developed hypotheses, with the key objective to determine if the relationships between the variables have changed. Path invariance was tested using the structural invariance technique, finding the model differed between pre-COVID and post-COVID time points. Results indicate in a post-COVID era, utilitarian and transactional value have a stronger influence on customer's functional experience, leading to revisit intentions, whereas hedonic and social interaction value, have a weaker influence on the customer's social experience within shopping malls. Contributions to knowledge and practice are offered.

Keywords: COVID-19; Pandemic; Shopping malls; Customer value; Customer experience (search for similar items in EconPapers)
Date: 2024
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Citations: View citations in EconPapers (5)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:76:y:2024:i:c:s096969892300334x

DOI: 10.1016/j.jretconser.2023.103583

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