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Determinants of shopping mall patronage frequency in a developing economy: Evidence from Nigerian mall shoppers

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  • Idoko, Edwin Chukwuemeka
  • Ukenna, Stephen Ikechukwu
  • Obeta, Charles Eze

Abstract

Nigeria started witnessing entry and exponential expansion of shopping malls a decade ago. Despite this obviously unprecedented growth and transformation in the retailing domain which has dramatically re-defined shopping concept across socio-demographics, there is little understanding about the dynamics operating in the emerging segment. It still represents the “black box†in the shopping behaviour literature in Nigeria given its embryonic status. This paper examines factors that determine mall-patronage frequency in Nigeria and used those factors to develop a theory. Self-administered questionnaire was used to collect data from 1537 actual mall shoppers, aged 18 years and over in six major malls using mall intercept approach. Structural Equation Modelling (SEM) technique was employed to assess the hypothesized causal relationships by using SmartPLS 2.0 software. Convergent and discriminant validity including composite reliability were checked. Eight mall-patronage frequency determinants emerged; shoppers’ ethnic background and age have interaction effect. The study develops a theory that reflects drivers of mall-patronage frequency among Nigerian shoppers, extending the mall-shopping research by providing contemporary insights into the requirements of shoppers in a fast-changing retail landscape. Theoretical and managerial implications of the findings were discussed.

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  • Idoko, Edwin Chukwuemeka & Ukenna, Stephen Ikechukwu & Obeta, Charles Eze, 2019. "Determinants of shopping mall patronage frequency in a developing economy: Evidence from Nigerian mall shoppers," Journal of Retailing and Consumer Services, Elsevier, vol. 48(C), pages 186-201.
    • Handle: RePEc:eee:joreco:v:48:y:2019:i:c:p:186-201
    DOI: 10.1016/j.jretconser.2019.02.001
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