Antecedent of Customers Purchase Behaviour in Shopping Malls

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Dr. S. Saravanan, Dr. R. Satish


This paper is attempting to find the parameters’ that influence customer purchase behaviour in shopping malls, the relationship between shopping style, consumer opinion and mall layout directly and through a mediating variable named as motivating factor is tested.  The research included customers who visit major shopping malls in the city of Chennai, Tamilnadu(India). Data is analysed using AMOS to both conceive a model and assess the causality between variables in studied through a regression model. The findings revealed that almost all the dependent variables had a significant influence over the purchase behaviour in shopping malls. Luxury among the shopping style, Pleasant environment among the Mall layout and ambience, Value shopping among the motivating factors are the key influencing items among the respective constructs.

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