The effect of mall ambiance, layout, and utility on consumers’ escapism and repurchase intention


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Shopping malls are visited for both functional as well as entertainment values. They provide emotional comfort and escape from boredom and stress to the shoppers. This study investigates the relationship of ambiance, layout, and utility of a mall with escapism and repurchase intention using the Stimulus-Organism-Response (SOR) model. Using a survey instrument, a convenience sampling procedure was adopted to obtain data from 316 respondents (mall visitors of the Delhi National capital Region in India). Delhi is the mall capital of India, with the highest population density in the world. The relationships between utility-escapism (β = .0265, p = .018), layout-escapism (β = 0.269, p = .012), layout-utility (β = 0.776, p < 0.001), utility-ambiance (β = 0.480, p < 0.001), layout-ambiance (β = 0.407, p < 0.001), and escapism-repurchase intention (β = 0.708, p < 0.001) are validated. However, the relationship between ambiance-escapism (β = 0.073, p = .509) is not supported. The results indicate that mall layout facilitates escapism followed by utility, whereas ambiance does not play a vital role. The purpose of the mall visit moderates this effect. Mall managers can create engaging shopping experiences to help shoppers escape boring routines/stress through improved layouts and enhanced functional values. The study establishes a strong linkage between mall layout, utility, and escapism.

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    • Figure 1. Projected model
    • Figure 2. Measurement model
    • Figure 3. Structural model
    • Figure 4. Layout-utility interaction
    • Figure 5. Layout-ambiance interaction
    • Figure 6. Utility-escapism interaction
    • Figure 7. Escapism-RPI Interaction
    • Table 1. Demographic profile
    • Table 2. Statistical data
    • Table 3. Psychometric properties
    • Table 4. Hypotheses summary
    • Table 5. Gender moderation
    • Table 6. Purpose moderation
    • Table 7. Interaction effects
    • Conceptualization
      Renu Sharma
    • Data curation
      Renu Sharma
    • Formal Analysis
      Renu Sharma, Sandeep Kumar Gupta
    • Resources
      Renu Sharma
    • Validation
      Renu Sharma
    • Visualization
      Renu Sharma
    • Project administration
      Mamta Mohan
    • Supervision
      Mamta Mohan, Sandeep Kumar Gupta
    • Writing – original draft
      Mamta Mohan, Sandeep Kumar Gupta
    • Writing – review & editing
      Mamta Mohan, Sandeep Kumar Gupta