Effect of Escalator Use on Mall Love among Adult Pakistani Visitors


Volume 16 Issue 1 2020


Sobia Zaman
PhD Scholar, Bahria University Islamabad Campus.

Asif Khurshid
Bahria University Islamabad Campus.

Abstract The study examines the role of escalator use in the generation of mall love among adult Pakistani visitors. It assesses the influence of hedonic and utilitarian value on mall love through visitors’ attitude and emotional experience. The theoretical foundation of this research is founded on Technology Acceptance Model by Davis (1986). Around 1000 mall visitors were approached through the mall-intercept method in thirteen shopping malls in major cities of Pakistan. Among them, 500 responses were utilized for data analysis. Non-probability convenience sampling was considered the best choice. Proposed relationships between the constructs were tested through Confirmatory Factor Analysis. The findings revealed that ‘hedonic value’ has a direct positive influence on visitors’ mall love. While t the results indicated that emotional experience, attitude and escalator use strengthen the relationship between hedonic and utilitarian value and mall love. It is interesting to observe that the use of escalators in shopping malls results in developing mall love among visitors in Pakistan. This study will benefit the entire gamut of stakeholders including shopping mall managers, academic researchers, and practitioners. This study will benefit mall management by offering them practical suggestions regarding attracting visitors through better management of the mall environment.
Keywords Mall Love, Shopping Malls, Technology Acceptance Model, Escalators, Confirmatory Factor Analysis performance, electronics industry
Year 2020
Volume 16
Issue 1
Type Research paper, manuscript, article
Recognized by Higher Education Commission of Pakistan, HEC
Category "Y"
Journal Name IBT Journal of Business Studies
Publisher Name ILMA University
Jel Classification L10, L11, O3, M31
DOI http://dx.doi.org/10.46745/ilma.jbs.2020.16.01.14
ISSN no (E, Electronic) 2409-6520
ISSN no (P, Print) 2416-8393
Country Pakistan
City Karachi
Institution Type University
Journal Type Open Access
type of Review Double Blind Peer Reviewed
Format PDF
Paper Link http://ibtjbs.ilmauniversity.edu.pk/journal/jbs/16.1/14.pdf
Page 211-237
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