The path to mall patronage intentions is paved with 4E-based experiential value for Indian consumers

Purpose: The purpose of this paper is to examine whether experiential offerings from two types of retailers play a significant role in consumer responses toward Indian malls. Specifically, this study examined the relationships between consumer perceptions of experience economy 4E constructs (i.e. educational, entertainment, escapist, and esthetic experiences) and experiential value associated with merchandise retailers and service retailers in Indian shopping malls, and between perceived experiential value and mall patronage intention. Design/methodology/approach: A mall intercept survey conducted in two shopping malls in India resulted in 552 useable responses. Structural equation modeling was used to test the hypothesized relationships. Findings: Experience economy constructs (i.e. entertainment, escapist, and esthetic experiences) contributed to the experiential value associated with merchandise retailers and/or service retailers in the mall. Experiential value associated with both merchandise retailers and service retailers in the mall positively influenced mall patronage intention. Practical implications: The results have practical implications for mall retailers, mall managers, and mall developers; particular experiential strategies for both merchandise retailers and service retailers may improve patronage intentions toward the mall, which includes a measure of purchase intentions. Originality/value: Although academic articles support the idea that retailers can obtain benefits by offering experiences to consumers, this is the first study to empirically validate the role of specific consumer experiences, the 4Es, resulting from both merchandise retailers and service retailers, in a non-Western mall context on value creation for shoppers and the consequent influence on patronage intentions.