Understanding the Shoppers’ Perception in Retail Shopping Malls : A Self-Determination Theory Perspective

The scholarly literature in retail proposes various shopper typologies. However, the global retail environment, especially in the United States, is undergoing a metamorphosis. Against the backdrop of changing retail technologies, the onset of ‘de-malling’ trends calls for a re-examination of patronage motives and shopper typologies. A mall intercept survey was used to collect data from 297 shoppers in shopping malls in Hong Kong. A principal components analysis was used to evaluate the validity of mall attributes, and a cluster analysis was conducted to classify shoppers with similar perceived channels. Under the self-determination theory, the shopper types were profiled based on the basic human needs of competence, relatedness and autonomy. This study helps long-term strategic planning for retail space to incorporate marketing channels. Retailers that devise marketing strategies in the shopping mall environment must consider the customer-centric approach. Future research may focus on other retail formats to understand shoppers’ perceptions. Full paper available at https://doi.org/10.1080/0965254X.2020.1870046