Journal of Global Fashion Marketing: Bridging Fashion and Marketing

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Indian consumers’ mall patronage

intentions: impacts of shopping
motivations, subjective norms,
materialism, and self-efficacy
a a
Sanjukta Pookulangara & Dee K. Knight
a
Merchandising and Digital Retail, College of Merchandising,
Hospitality and Tourism, University of North Texas , USA
Published online: 13 Feb 2013.
To cite this article: Sanjukta Pookulangara & Dee K. Knight (2013) Indian consumers’ mall
patronage intentions: impacts of shopping motivations, subjective norms, materialism, and self-
efficacy, Journal of Global Fashion Marketing: Bridging Fashion and Marketing, 4:1, 20-32, DOI:
10.1080/20932685.2012.753291
To link to this article: http://dx.doi.org/10.1080/20932685.2012.753291
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Journal of Global Fashion Marketing, 2013
Vol. 4, No. 1, 20–32, http://dx.doi.org/10.1080/20932685.2012.753291
Indian consumers’ mall patronage intentions: impacts of shopping

motivations, subjective norms, materialism, and self-efficacy
印度消费者的商场惠顾意图：购买动机、主观规范、唯物主义和自我效能的影响
Sanjukta Pookulangara* and Dee K. Knight
Merchandising and Digital Retail, College of Merchandising, Hospitality and Tourism, University of
North Texas, USA
(Received 2 August 2012; final version received 8 November 2012)
While Indian malls are proliferating, 80% are ailing. Why is this? There are a number
of possible explanations, including the inability to compete with unorganized retailers
and an inadequate understanding of the evolving influences that impact Indian
consumer behavior. Using a mall intercept technique, this study investigated
antecedents to Indian consumers’ mall patronage intention. SEM analysis suggests that
the impacts of motivation, subjective norms, materialism and self-efficacy on mall
patronage intention reflect evolving Indian consumer behavior.
Keywords: Indian consumers; mall shopping; materialism; culture; retail
印度拓展零售业市场已经位居全球前五位，并且倍受全球零售商关注。(Kearney, 2011)。生活
方式与消费模式的变化正在改变着购物的价值观和动机，无组织零售在市场占主导地位，吸引
消费者到商场购物。(Dholakia & Sinha, 2005)。印度第一家现代的购物商场开业于1999年，到
2011年已有超过250家购物商场遍布整个印度。但是有报告显示，有近百分之八十的商场境况
不佳。(Falling Footfalls, 2011)。为何会出现这种状况呢？可能存在以下两种原因，无组织零售
商缺乏竞争力和对印度消费者行为了解不足。因此，学者和从业者必须了解印度消费者的购物
偏好、对购物商场的态度和惠顾意愿的演变。对计划行为理论(TPB)进行分解(Ajzen, 2002)，
本研究通过对购买动机，主观规范，唯物主义，自我效能的测试，从而得出印度消费者对购物商
场的态度。特别对消费者对于购物商场态度和商场回顾意愿作为因变量进行了调查。信仰结
构被分解，产生了更多和更便于理解的模型，也可以更好地理解信仰结构和因变量意图的关
系。(Taylor & Todd, 1995a; Pookulangara & Natesan, 2010)
研究变量：印度是一个由不同宗教和语言构成的多元文化的国家，每20英里就会有一些变
化，多元化的文化导致不同的口味、习惯和偏好，因此商场购物行为的动机可能明显不同于其
他国家的消费者。(Devgan & Kaur, 2010)。在此项研究中测量的变量既反映了文化现象也包括
研究消费者购买经常使用的变量，购买意图（包括欢乐性和功利性动机）、对购物商场的态
度、唯物主义（幸福与成功）、自我效能、主观规范和商场回顾意愿。
样本和数据收集：在印度西北部一个大城市购物商场，通过拦截的方式进行数据收集。一
共收集到284份有效问卷进行数据分析。参与调查的男性消费者（59.5%）略多于女性消费者
（40.5%），其中约38%的被调查者的年龄在21至25岁之间。
数据分析
测量模型与结构模型测试
Mulaik and Millsap (2000)所提出的四步方法作为指导，以测试结构方程模型。模型的适度

进行了测试，由潜在的每个变量因子限制或引用。测量模型的拟合是可以接受的 (x2 ¼ 592.16,
*Corresponding author. Email: Sanjukta.Pookulangara@unt.edu
q 2013 Korean Scholars of Marketing Science

Journal of Global Fashion Marketing 21
CFI ¼ 0.97, RMSEA ¼ 0.055 and SRMR ¼ 0.057)。因此，测量模型被保留并不需要做任何修

改。结构模型的适度通过添加虚拟潜在变量之间的关系进行了测试。最后，该模型的总拟合为
(x2 ¼ 594.04, df ¼ 325, p ¼ 0.00000, CFI ¼ 0.97, RMSEA ¼ 0.054, SRMR ¼ 0.056)。参数估计值
t大于2.00，说明该指标具有统计意义。
结果和启示
在此项研究中，享乐购物动机积极影响着消费者对商场态度，功利的购物动机可以预测商
场惠顾意愿。这一有趣的二分法指出印度消费者是由于经验所以被商场所吸引，但是商场的惠
顾意愿依赖于功利的设施。因此可以推断，商场想吸引消费者，零售商和商场管理需要确保该
商场为消费者提供体验的经验，如美食广场和娱乐中心。另一方面，同样重要的是商场中租户
的组合，包括超市和服务，以满足消费者的功利购物动机。
此外，结果表明唯物主义变量幸福和成功影响自我效能，但是其关系对幸福是消极的。这
一发现表明唯物主义是一把双刃剑，可以导致对生活不满基于理想的期望，或者影响满意度基
于能力的预期。(Sirgy et al., 2011)。本研究的结果表明，幸福对自我效能起着负面影响，换句话
说，对于个人想要的商品，由于购买信心不足，所以基于自己能力的考虑选择了较为满意的商
品。
在这项研究中，研究结果表明成功与自我效能有着正相关关系。这一发现有悖于印度社会
规范，并且支持印度人正变得越来越物质的趋势。此外，研究结果还表明，自我效能影响态度以
及商场惠顾意愿。西方影响力的增长和全球品牌在印度社会的极速增长对于印度消费者的态
度和购物行为的改变是有责任的。
最后，商场惠顾意愿不会受主观规范的影响，不会有悖于先前的研究。这是一个重要的发
现，因为它表明消费者偏好的转移主要在集体主义社会。零售商必须考虑不断的变化以确保商
场提供设施不仅仅吸引家庭消费者，还有个人消费者。全球化影响以及可支配收入的增长，家
庭属性的变化和不同经营模式的使用（传统和数字化）鼓励现今印度消费者的消费增长，与过
去20年相比已经截然不同。对于商场开发商了解消费者光顾商场和购买不断变化的动机是非
常关键的。商场管理者和零售商必须提供享乐体验，娱乐设施吸引印度消费者, 然后可以把潜
在消费者变为实际购买者。
商场吸引更多的消费者，更多的零售商希望处在一个很好的商场环境中。这意味着商场开
发商可以选择租户组合，将有奢侈品租户从而更大限度的满足消费者功利和享乐需求。印度消
费者日益繁荣，商场开发商通过提供信息亭、商场站点地图和周到的零售商组合，为消费者提
供方便。从而能够激发自我效能和商场惠顾动机。
关键词：印度消费者; 商场购物; 唯物主义; 文化; 零售商
1. Introduction
India is ranked among the top five markets for retail expansion and has captured the attention
of global retailers (Kearney, 2011). The Indian retail industry is currently worth US$500
billion and is expected to reach US$1.3 trillion by 2020 (The Indian Kaleidoscope, 2012).
Historically a nation of savers, India is becoming a nation of spenders due to higher disposable
incomes and easy access to credit. Changing lifestyles and consumption patterns are
transforming shopping values and motivations that attract consumers to malls, in a market
dominated by unorganized retail (Dholakia & Sinha, 2005). Modern malls have facilitated the
development of organized retail in India and are expected to play a key role in further progress.
The first modern Indian shopping mall opened in 1999, but by 2011 there were more
than 250 malls located across India. However, analysts report that 80% of Indian malls are
ailing (Falling Footfalls, 2011). Why is this happening? There are a number of plausible
explanations, such as location, lack of a trained workforce, management policies,
skyrocketing real estate costs and resulting high rents, and lower than expected retail sales.
Thus, consumers’ decision-making criteria, buying behavior, and motivations behind
purchase decisions should be carefully examined.
22 S. Pookulangara and D.K. Knight
1.1. Indian consumers and the retail industry

India is the second most populous country in the world, and one of the most diverse. The
nation’s 1.17 billion people represent more than 15% of the world’s population, with a
median age of just 25 years, making India one of the world’s youngest populations with
a large economy (Background Note, 2010). With one of the youngest populations, a
developing economy and a middle class that is expected to grow to one billion people by
2025, India is a target market for many international retailers (Little, 2011).
India’s consumerism is growing due to increasing income levels, dual-career families
with high disposable incomes and changes in lifestyle and family structure. The Indian
consumer market is complex in terms of demographic characteristics, culture, socio-

economic background, and geographic locations that influence consumer behavior. The
retail industry in India is continuing to boom, as more shopping centers and malls are
entering the mix. Thus, it is imperative that academicians and practitioners understand the
evolution of Indian consumers’ shopping preferences and attitudes toward malls and
patronage intention. This study examined Indian consumers’ attitudes toward malls in
terms of shopping motivations, subjective norms, materialism, and self-efficacy.
Specifically, the study investigated the antecedents of attitudes toward shopping malls
and mall patronage intention.
2. Literature review
The conceptual framework of the mall patronage intention study presented here draws on
the Theory of Planned Behavior (TPB) model proposed by Ajzen (2002) and is used to
predict behaviors and explain human behavior in specific contexts. The specific context for
this study is mall patronage intention by Indian consumers.
TPB postulates that behavioral intention is the direct antecedent of the actual behavior.
According to Ajzen’s theory, behavioral intention is the function of three components:
attitudes, subjective norms, and perceived behavioral control (PBC). Behavioral intentions
are regarded as a summary of the motivations required to perform a particular behavior,
attitude is the predisposition of the individual to evaluate an aspect in a favorable or
unfavorable manner, subjective norm represents the consumer’s perceptions of the
referent’s expectations, and PBC is the individual’s perception of the extent to which
performance of the behavior is easy or difficult.
2.1. Decomposition of Theory of Planned Behavior

Decomposition of belief structures in TPB appears to produce more and understandable
models, and also allows a better understanding of the relationships between the belief
structures and antecedents of intention (Taylor & Todd, 1995; Pookulangara & Natesan,
2010). Thus, in this current study, attitudinal belief toward shopping malls was measured
using hedonic and utilitarian shopping motivations. Normative belief structure was not
decomposed, as significant referents (i.e., friends and family) are expected to be of like
mind and decomposition will not provide any additional insight (Pookulangara & Natesan,
2010). Meta-analyses of studies on general social behavior indicate that self-efficacy is
more closely associated with both intention and behavior than perceived controllability
(see Armitage & Conner, 2001). Hence, in this study, “perceived self-efficacy” is used as
an antecedent to mall patronage intention. Richins’s (2011) study suggests that
materialism influences self-efficacy transformation, which leads to greater levels of
control; therefore, in this study, two dimensions of materialism (happiness and success)
were included as an antecedent to self-efficacy.
3. Study variables and hypothesis development

Consumers’ evaluations of retail attributes contribute to their perceptions and patronage of
shopping malls. India is a country of diverse cultures, in terms of people following
different religions and speaking languages that can change every 20 miles; diversified
cultures lead to different tastes, habits and preferences, and hence the motivations of mall
shopping behavior may differ markedly from those of consumers in other countries
(Devgan & Kaur, 2010). Additionally, as suggested by Lam, Liu, and To (2011), there
exist clear cultural differences between the localities within metropolitan and non-
metropolitan cities, and hence the variables measured in this study reflect both the cultural
phenomenon and often used variables in studies that examine consumer behavior with
respect to purchase intention.
3.1. Shopping motivations

Shopping motivations reflect the reasons why people go shopping with or without the
intention of purchasing goods, and are related only to benefits received from shopping
(Arnold & Reynolds, 2003). While utilitarian motivations are functional and task-oriented,
hedonic shopping is viewed as a positive experience that consumers enjoy regardless of
whether or not a purchase is made (Kim, 2005). In this study, these motivations are
examined specifically with respect to shopping malls rather than with individual stores,
because malls are perceived to increasingly provide a wide assortment of consumption
activities (Bloch et al., 1994). Prior research suggests a link between hedonic and
utilitarian shopping motivation, positive attitude and repatronage intentions (Babin &
Babin, 2001). Hence, using deductive logic, the first hypothesis of this study can be stated
as follows:
H1a: Hedonic and utilitarian motivations will positively impact attitude toward
shopping malls.
H1b: Hedonic and utilitarian motivations will positively impact mall patronage
intention.
3.2. Materialism
Materialism is defined as the importance individuals give to worldly goods (Belk, 1984)
and the role played by possessions in one’s perception of success and happiness (Richins
& Dawson, 1992). Materialism influences consumer behavior (Chaudhuri & Haldar,
2005), but culture also influences consumption patterns. Materialism consists of three
themes: (1) success, which represents the use of possessions as an indicator of success in
life; (2) centrality, which concerns the importance of acquisition and possession in
general; and (3) happiness, which is concerned with the perception that possessions are
needed for happiness. The current study utilized Richins and Dawson’s (1992) scale,
which examines cognitive beliefs as opposed to emotional reactions.
Consumers’ behavior is influenced by their materialistic orientation and is known to
reflect their values and beliefs through purchase behavior (Dickinson & Hollander, 1991).
According to Venkatesh (1995), Indians are not averse to materialism, because in Indian
culture spiritualism and materialism are not considered opposites; instead, they belong to
the same realm of experience, and hence there is no confrontation of beliefs if both are
adopted together. Furthermore, Chaudhuri and Haldar’s (2005) empirical study on Indian
respondents indicates that the more a person moves away from the Indian culture, the
greater is the likelihood that materialism will manifest itself. Thus, using deductive logic,
it can be stated that materialism has a positive influence on Indian consumers:
H2: Materialism (i.e. happiness and success) will positively impact self-efficacy.
3.3. Self-efficacy
Self-efficacy is defined as an individual’s confidence in his/her ability to perform a
behavior (Bandura, 1982). Self-efficacy judgments are also related to attitude toward the
behavior (Dash & Saji, 2007) and, as indicated by Oliver & Shapiro (1993), the stronger a
person’s self-efficacy beliefs, the more likely it is that one will try to achieve the desired
outcome. In other words, level of self-efficacy is correlated with ability, which in
turn leads to higher motivation and a more positive attitude towards the channel of
shopping, which in this case is the mall. Thus, it can be inferred that consumers’ self-
efficacy to shop at a mall will influence eventual mall patronage, thus leading to the
following hypothesis:
H3a: Self-efficacy will positively impact attitude towards shopping malls.
H3b: Self-efficacy will positively impact mall patronage intention
3.4. Subjective norms

Subjective norms are the perceived social pressure faced by an individual deciding
whether to behave in a certain way. Shopping involves a high degree of socialization
(Babin et al., 1994) and research suggests that the visible nature of shopping and the
importance of the social interactions that may take place during shopping support the
influence of social referents on patronage behavior (Evans, Christinasen & Gill, 1996).
Hence, it can be stated that:
H4: Subjective norms will positively impact attitude towards shopping malls.
3.5. Attitude toward shopping malls

Previous research supports the positive relationship between attitude and patronage
(Korgaonkar, Lund, & Price, 1985). Indian consumers’ attitudes toward shopping malls
depend upon value for money, comfort and enjoyment, personal information and security,
and payment security (Devgan & Kaur, 2010). Thus, the final hypothesis is:
H5: Attitude towards shopping malls will positively impact mall patronage intention.
3.6. Mall patronage intention

Darden (1980) explained patronage-choice behavior by arguing that shopping and buying
are separate phases in the purchase process and patronage choice comes prior to other
choices, such as brand or store choice. In other words, consumers first choose retail
formats in which to shop, without consideration of any other shopping attributes that may
influence their purchase decision. Thus, the resulting research model is as follows:
Hedonic H1b
Shopping
Motivations Attitude
H1a H5 Mall
Towards Mall Patronage
Utilitarian Shopping Intention
Shopping H1b
Motivations
H3a H4
H3b
Happiness
H2 Self-
Efficacy Subjective
Norms
Success
Figure 1. Research model.
4. Methodology
4.1. Sample and data collection
Data for this study were collected at a busy metropolitan shopping mall targeting middle-
income consumers in northwestern India in fall 2010. The mall is located in suburban
Mumbai. The mall developer told the researchers that the size of the mall and the profile of
the consumers shopping at the mall was representative of any mall located in a
metropolitan city of India. Retailers located in the mall include a major department store
and specialty stores offering both traditional and western-influenced apparel,
a supermarket, entertainment facilities (e.g., cinema, arcade), a food court and several
casual dining restaurants. Using an intercept technique, trained researchers invited
shoppers in the public areas to participate in this study. To include a range of shoppers,
data were collected during a variety of hours and days, including weekdays and weekends,
over a one-week period. Respondents were invited to participate in a drawing for a gift
card valued at INR 2500 (approximately US$55) at a mall department store.
4.2. Measures
Based on the literature, a self-administered questionnaire using existing scales was
developed to measure all constructs. The first scale, consisting of four hedonic and three
utilitarian items, measured beliefs relative to malls (Babin et al., 1994). Attitudes toward
shopping malls were measured with five items on a 7-point semantic differential scale
(Stuart, Shimp, & Engle, 1990). Subjective norms and self-efficacy items were adapted
from Taylor & Todd’s (1995) study. Subjective norms were measured using four
statements; materialism scale items were adapted from Richins & Dawson’s (1992) study
and included six scale items. Mall patronage intention was measured by four statements
adapted from Taylor and Todd’s (1995) and Liu, Marchewka, Lu, & Yu’s (2005) studies.
All of the items were measured on a bipolar scale (-3 “unlikely” to þ 3 “likely”).
4.3. Data analysis

4.3.1 Demographic profile
A total of 284 usable questionnaires were included in the data analysis. More male
(59.5%) than female (40.5%) consumers participated, approximately 38% were between
the ages of 21 and 25 years old and 61.1% earned more than 75,000 INR ($1744) per year.
Table 1. Demographic characteristics of the respondents.
Variables Frequency (N ¼ 284) Percent

Gender
Female 115 60.5
Male 169 39.5
Age
Less than 20 yrs old 79 27.8
21-25 106 37.3
26-30 64 22.5
31-40 35 102.3
Household income (rupees)*
Less than 20,999 20 8.6
21,000 – 34,999 18 7.8
35,000 – 49,999 21 9.1
50,000 - 74,999 30 12.9
More than 75,000 143 61.6
Educational qualification
High School 54 19.0
Bachelor’s Degree 106 37.3
Master’s Degree 71 25.0
Doctoral Degree 5 1.8
Professional 26 9.2
Others 22 7.7
Work situation
Not Working 103 36.3
Part Time 19 6.7
Full Time 202 57.0
Note: *Missing data, n ¼ 52
4.3.2 Measurement model and structural model testing

The four-step approach recommended by Mulaik & Millsap (2000) was used as a guide to
test the SEM. Fit statistics including chi-square, comparative fit index (CFI), Standardized
Root Mean Squared Residual (SRMR), and root mean square error of approximation
(RMSEA) assessed model fit. A chi-square test assesses the adequacy of a hypothesized
model to reflect variance and covariance of the data. For the statistical significance of
parameter estimates, t values were used.
The first step was conducted using SPSS as exploratory factor analysis, using principal
axis factoring (PAF), with varimax rotation identifying latent variables in the model
(Table 2). This technique of extraction was chosen over the more commonly used
principal components analysis as PAF enables a better method of identifying relations
among variables by understanding the constructs that underlie them, as well as providing
better results than principal component analysis (Costello & Osborne, 2005).
4.3.2.1 Hedonic and utilitarian beliefs. An exploratory factor analysis revealed two
factors – Hedonic Shopping Motivations (a ¼ 0.70) and Utilitarian Shopping Motivation
(a ¼ 0.71), – that explained 45.83% of the total variance (Table 2).
4.3.2.2 Materialism: happiness and success. An exploratory factor analysis revealed two
factors – Success (a ¼ 0.66) and Happiness (a ¼ 0.64) – that explained 45.90% of the
total variance (Table 2).
Table 2. Factor analysis.
Factor items Factor loading Eigen value % of variance a

Hedonic shopping motivations 1.482 21.17 0.70
Time spent shopping in a mall is 0.65
enjoyable
Shopping in a mall feels satisfying. 0.59
A shopping trip to a mall is truly fun. 0.57
I enjoy the shopping trip for its own 0.46
sake, not just for the items I may have
purchased.
Utilitarian beliefs 1.917 24.67 0.71
Shopping in a mall is easy 0.85
Shopping in a mall is convenient 0.69
Shopping in the mall saves time and e 0.40
ffort
Subjective norms 2.235 55.87 0.83
My family thinks that I should shop 0.79
at a mall
My friends thinks that I should shop 0.77
at a mall
My family approves of my shopping 0.72
at the mall
My friends approves of my shopping 0.70
at the mall
Attitude towards shopping mall 2.903 58.05 0.87
Good/Bad 0.86
Favorable/Unfavorable 0.79
Pleasant/Unpleasant 0.79
Useful/ Not Useful 0.72
Like/Dislike 0.64
Success 1.544 25.74 0.66
Some of the most important 0.71
achievements in life include
acquiring material possessions
I admire people who own expensive 0.68
homes, cars, and clothes
The things I own say a lot about 0.33
how well I’m doing in life
Happiness 1.210 20.16 0.64
I’d be happier if I could afford to 0.83
buy more things.
My life would be better if I owned 0.40
certain things I don’t have
It sometimes bothers me quite a bit that 0.40
I can’t afford to buy all the things
I’d like
Self-efficacy
If I wanted to I could easily shop 0.76 1.163 58.16 0.73
in a mall on my own
I would feel comfortable shopping 0.76
in a mall
Mall patronage intention 2.307 57.68 0.83
I would recommend this mall to 0.83
my friends/family/colleagues
I would like to come back to this mall 0.80
in the future
Table 2 – continued
Factor items Factor loading Eigen value % of variance a

I would like to shop in the mall 0.70
in the next six months
I intend to shop in the mall 0.69
4.3.2.3 Subjective norms, attitude, self-efficacy and mall patronage intention. Each of
these scales loaded on only one factor. Exploratory factor analysis of the subjective norms
explained 55.87% of the variance (a ¼ 0.83). The attitude scale explained 58.05% of the
variance with Cronbach’s alpha value of 0.87, the self-efficacy scale explained 58.16% of
the variance (a ¼ 0.73), and mall patronage intention (a ¼ 0.83) explained 57.68% of the
variance (Table 2).
The fit of the measurement model was tested by constraining or referencing the factor
loading of one variable per latent construct to one. The fit of the measurement model was
acceptable (x2 ¼ 592.16, CFI ¼ 0.97, RMSEA ¼ 0.055 and SRMR ¼ 0.057). Therefore,
the measurement model was retained without any modifications. The fit of the structural
model was tested by adding the hypothesized relationships between the latent variables.
Finally, the model revealed overall acceptable fit (x2 ¼ 594.04, df ¼ 325, p ¼ 0.00000,
CFI ¼ 0.97, RMSEA ¼ 0.054, SRMR ¼ 0.056).
SEM analysis indicated that the path from utilitarian motivations to attitude towards
mall patronage intention was not significant, hence H1a was partially supported. Similarly,
hedonic motivations for mall patronage intention were not significant, thus H1b was
partially supported. H2 was fully supported, as the paths from happiness and success to
self-efficacy were statistically significant. The paths from self-efficacy to attitude as well
as mall patronage intention were significant, thus supporting hypotheses H3a and H3b. The
path from subjective norm to mall patronage intention did not receive significant statistical
support and hence H4 was not supported. Finally, the path between attitude and mall
patronage intention was significant and hence H5 was supported.
Hedonic
Shopping 0.69 Attitude
Motivations (5.62) Towards Mall
Shopping 0.21 Mall
(2.55) Patronage
Utilitarian 0.33 Intention
Shopping (269).
Motivations
0.30
(3.26) 0.43 Subjective
Happiness –3.49 (3.17) Norms
(–2.54) Self-
3.75 Efficacy
Success (2.74)
Figure 2. Structural equation modeling analysis of the proposed model.

Note: Only the relationships that were supported have been shown. R2Attitude, 0.53; R2Self-efficacy, 0.73;
R2Mall Patronage Intention, 0.81.
5. Results and discussion

In this study, hedonic shopping motivations positively influenced attitude towards malls,
supporting previous research (Ryu, 2011), and utilitarian shopping motivation was a
predictor of mall patronage intention. This interesting dichotomy suggests that Indian
consumers are drawn to malls for the experience, but mall patronage intention is
dependent upon utilitarian amenities. The results of this study contradict Kuruvilla, Joshi,
and Shah’s (2009) study that reported neither males nor females were utilitarian in their
approach to mall shopping. Thus, it can be inferred that to attract consumers to a mall,
retailers and mall management need to ensure that the mall provides consumers with
experiential experiences, such as a food court and gaming arcade. On the other hand, it is
equally important that malls offer a tenant mix that includes a supermarket and services to
satisfy consumers’ utilitarian shopping motivations.
Results also indicated that materialistic variables of happiness and success influenced
self-efficacy; however the relationship was negative for happiness. This finding indicates
that materialism is a double-edged sword that can lead to life dissatisfaction based on ideal
expectations or to satisfaction based on ability expectations (Sirgy et al., 2011). Happiness is
considered an acquired attitude and a subcategory of materialism signaling that possessions
are necessary for happiness (Workman & Lee, 2011). The results of this study indicate that
happiness negatively influenced self-efficacy; in other words, the greater the individual’s
need for acquisition of goods, the less confident they are in their ability to satisfy that need.
This finding suggests that consumers may be uncertain about their ability to acquire and
possess the goods offered in malls, supporting the results of Richins and Dawson’s (1992)
study, which indicated that materially oriented people may be continually dissatisfied since
their material goals constantly outpace acquisition ability. Additionally, materially oriented
people have higher aspirations for possessions, which can lead to a wider gap between what
they have and what they want, and in turn affects their confidence in their own abilities to
carry out the task, which is this study is shopping in a mall (Sirgy, 1998).
Success is related to possessions (Workman & Lee, 2011). In this study, findings indicate a
positive relationship between success and self-efficacy. This finding is the antithesis of Indian
societal norms, which have been perceived to be averse to materialistic values (Banerjee,
2008) and supports the current trend that Indians are becoming more materialistic. Indian
consumers’ growing prosperity can lead to an evaluation of living standards based on
materialistic values. In other words, it can be inferred that people who frequently evaluate
their standard of living positively based on their ability to get things done are likely to be
motivated to perform that task (Sirgy et al., 2011). In this current study due to the increasing
emphasis on materialism for the Indian consumers they are motivated to shop at the mall as it
allows them to buy “products” that support their materialistic standard of living.
Furthermore, the results also indicated that self-efficacy influences attitudes as well as
mall patronage intention. Increasing western influence and the explosion of global brands
into Indian society are responsible for changing the attitudes and purchase behavior of
Indian consumers. Self-efficacy, a measure of the feeling of self-competence and a
consumer’s experience and confidence in their own ability as a “mall shopper”, is a
powerful indicator of whether they will eventually patronize malls. Also, having self-
assurance in one’s capability to shop in a mall will positively influence attitude towards
shopping in the mall. This is an important finding, especially because many malls must
learn to be more successful in converting browsers into buyers; hence, it is crucial that
mall management and retailers pay close attention to factors that increase the consumer’s
confidence level in mall shopping.
Mall patronage intention was not influenced by subjective norms, contrary to the
findings of previous research (Banerjee, 2008; Ramchandani & Coste-Manière, 2012).
This is an important finding, as it indicates a shift in consumer preferences in a
predominantly collectivistic society. Retailers must carefully consider these evolving
changes by ensuring that a mall provides the amenities to attract not only families but also
individual consumers.
Attitude was a predictor of mall patronage intention. Attitudes toward shopping malls
significantly impact mall patronage intention, which supports Shim & Eastlick’s (1998)
findings. In consumer research, attitude is considered the most important predictor of a
person’s behavioral intention (e.g., Chang, Burns, & Noel, 1996). But this assumption is
not supported in the current study, with self-efficacy having a larger path coefficient value
with respect to mall patronage intention. Findings of this study support research by Ajzen
(1991) stating that the weight of each belief (i.e., attitude, self-efficacy) in influencing a
person’s behavioral intention may vary based on the nature of the behavior under
investigation. This finding suggests that the likelihood of Indian consumers patronizing a
mall will be more dependent upon their comfort level (i.e. self-efficacy) versus what they
think about the mall (i.e. attitude). It is safe to state that the “mall experience” is still a
novelty for most Indian consumers, for whom this type of shopping venue is a place to
socialize with friends and family.
6. Implications
Exposure to the globalized world, rising disposable incomes, changing family profiles, and
access to different store formats (i.e. traditional and digital)have encouraged the growth of
consumerist attitudes in today’s Indian consumers, who are quite different from their
counterparts of the previous two decades. It is critical for mall developers to understand
how to change consumer motivators to patronize malls and make purchases. Mall
management and retailers must provide the hedonic experiences that draw Indian
consumers to the mall, as well as the amenities and products to convert browsers into
buyers.
As malls attract more consumers, greater varieties of retailers will want to locate
themselves in the mall environment. This means that mall developers can be selective in
their tenant mix and will have the luxury of leasing to businesses that best meet
consumers’ utilitarian and hedonic needs. Mall developers also should be cognizant of the
fact that the growing Indian middle class is purchasing a greater number of automobiles.
However, malls with limited parking space inhibit access to many potential consumers,
especially task-oriented utilitarian consumers, who seek the most convenient ways to
achieve their shopping goals. Indian consumers’ growing prosperity and subsequent self-
efficacy related to mall patronage intention can be encouraged by mall developers’
provision of information kiosks, mall site maps, and thoughtful grouping of retailers for
consumers’ convenience.
7. Limitations and future research

English is the language of business in India and is taught in public and private schools.
However, malls attract consumers from different backgrounds and with varying levels of
English proficiency, which could have affected the results of this study. Additionally, data
were collected in only one mall in one location in a metropolitan Indian city, and
participants may already have had positive attitudes toward malls. Future research could
replicate this study in other regions of the country to capture the diversity that is unique to
India. Finally, it would be interesting to conduct a longitudinal study to follow the

maturation of the mall phenomenon in India.
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Journal of Global Fashion Marketing:

Indian consumers’ mall patronage

To link to this article: http://dx.doi.org/10.1080/20932685.2012.753291

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Indian consumers’ mall patronage intentions: impacts of shopping

Mulaik and Millsap (2000)所提出的四步方法作为指导，以测试结构方程模型。模型的适度

*Corresponding author. Email: Sanjukta.Pookulangara@unt.edu

q 2013 Korean Scholars of Marketing Science

CFI ¼ 0.97, RMSEA ¼ 0.055 and SRMR ¼ 0.057)。因此，测量模型被保留并不需要做任何修

关键词：印度消费者; 商场购物; 唯物主义; 文化; 零售商

1.1. Indian consumers and the retail industry

consumer market is complex in terms of demographic characteristics, culture, socio-

2.1. Decomposition of Theory of Planned Behavior

3. Study variables and hypothesis development

3.1. Shopping motivations

3.4. Subjective norms

3.5. Attitude toward shopping malls

3.6. Mall patronage intention

Figure 1. Research model.

4.3. Data analysis

Table 1. Demographic characteristics of the respondents.

Variables Frequency (N ¼ 284) Percent

4.3.2 Measurement model and structural model testing

Table 2. Factor analysis.

Factor items Factor loading Eigen value % of variance a

Factor items Factor loading Eigen value % of variance a

Figure 2. Structural equation modeling analysis of the proposed model.

5. Results and discussion

7. Limitations and future research

India. Finally, it would be interesting to conduct a longitudinal study to follow the

review. British Journal of Social Psychology, 40, 471– 499.

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