Erschienen in:Asia Pacific Journal of Marketing and Logistics
Sprache:
Englisch
DOI:
10.1108/apjml-06-2020-0408
ISSN:
1355-5855
Entstehung:
Anmerkungen:
Beschreibung:
<jats:sec><jats:title content-type="abstract-subheading">Purpose</jats:title><jats:p>The purpose of this paper is to identify the design elements of environmental features that affect consumer experience in shopping malls and develop a comprehensive understanding of the relationship between architectural design and consumer experience.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Design/methodology/approach</jats:title><jats:p>Through the systematic literature review, 13 design elements were obtained and then verified through interviews of 30 professional designers. The obtained elements were made into a questionnaire to collect data across China from 1,016 consumers of different groups. Data were analyzed using cluster analysis, principal component analysis and difference analysis.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Findings</jats:title><jats:p>The results show that design elements that influence consumer experience in shopping malls are a four-dimensional construct: visual atmosphere, physical environment comfort, space structure and business planning, among which space structure and business planning play a larger role in the consumer experience. In addition, the perception differences of consumers for those elements are significant due to the individual differences.</jats:p></jats:sec><jats:sec><jats:title content-type="abstract-subheading">Originality/value</jats:title><jats:p>This paper comprehensively investigates the architectural design elements affecting consumer experience in the Chinese mall context. Moreover, it provides unique insights about the relationship between architectural design and consumer experience by exploring the categories, weights and perception differences of those elements.</jats:p></jats:sec>