Mall Entertainment and Shopping Behaviors: A Graphical Modeling Approach

The shopping landscape is filled with malls, each competing for their share of the consumer's wallet. A significant method of trying to differentiate the mall product and increase market share has been an attempt by mall developers and management to increase the entertainment component of the mall. The current research was designed to examine the relationship between the multiple ways that malls may create entertainment value for the consumer and certain shopping behaviors. The findings of the research clearly identified a relationship between certain specific entertainment values in a shopping mall environment and shoppers' mall visits but not all entertainment values are directly associated. [PUBLICATION ABSTRACT]