ABSTRACT

Purpose - This study is to investigate the effects of consumption values of retailers on the importance of store attributes, and to determine the influence on the consumption values of consumers who shop at complex shopping malls on the empirical and functional attributes in those malls as well as on the influence of on/off–line channels. Research design, data, and methodology – With 344 surveyed questionnaires, this study was conducted by using SPSS 22.0 to verify the reliability and validity of the measured variables. Structural equation model (SEM) was employed as a statistical method for the hypotheses test of this study. Results – The results showed that hedonic value has more influence on the importance of empirical attribute than that of functional attribute in shopping malls. In addition, practical value has more influence on functional attributes than empirical properties of shopping malls. However, these relationships showed the difference in on/off–line channels. As for off-line channels, consumers' consumption values were more influential on empirical attributes, while functional attributes were more important in on-line channels Conclusions – This study analyzed the influence on the importance of the consumption values in store attributes, and the effects of each channel with suggesting practical implications.

KEYWORD

Hedonic Value, Practical Value, Empirical Attribute, Functional Attribute, Moderating Role.

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