Abstract
The consumption of Chinese residents has entered a new stage, changing from focusing on the material enjoyment brought by the product itself to focusing on the satisfaction of material and affective needs, and also paying more attention to the process experience. This article conducted a field survey of consumers in Guangzhou Sunac Mall, based on the 10 major influencing factors of shopping environment experience, service experience, activity experience, preferential promotion experience, parking service experience, and 5-dimensional format combination experience. Use SPSS tools to perform confirmatory factor, correlation and regression analysis on the data, and perform statistical tests on the factors affecting shopping mall consumer attitudes and their relationships. From its impact on the three dimensions of attitudes, cognitive, affective and behavioral, construct a model of the influence of shopping mall consumer attitudes. It is expected to provide a reference for the improvement and upgrading of shopping malls in terms of core IP, business combination, service system, shopping environment, and physical facilities.
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Cui, Y., Wu, D., Ge, L., Xu, X. (2022). Research on the Influencing Factors of Shopping Mall Experiential Marketing on Consumer Attitudes: A Case of Guangzhou Sunac Mall. In: Soares, M.M., Rosenzweig, E., Marcus, A. (eds) Design, User Experience, and Usability: UX Research, Design, and Assessment. HCII 2022. Lecture Notes in Computer Science, vol 13321. Springer, Cham. https://doi.org/10.1007/978-3-031-05897-4_15
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DOI: https://doi.org/10.1007/978-3-031-05897-4_15
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