The aim of this study is to evaluate the attractiveness of a shopping centre from the type of retail attributes it has. Shopping centres gain the most patronage from women hence this study is about the retail attributes a shopping centre should have in to attract Malaysian women to patronise and shop there. Past research have focused on shopping centres having product related factors (price, product assortment, quality etc.) as factors that would increase patronage intentions amongst women (Toh & Perumal, 2017) with very little attention placed on the type of retail attributes that may serve to attract women’s intention to patronise shopping centres. For this study, a total of 700 questionnaires was distributed and out of this, 423 useable responses were collected and processed. For this study, Smart PLS 3.0 was employed to process for hypothesis testing. The results of this study indicate that the construct of attitude towards a shopping centre mediates the relationship between retail attributes (utilitarian and hedonic) and patronage intention. The use of the decomposed theory of planned behaviour (DTPB) clearly indicate that attitude towards a shopping centre is derived from the retail attributes of a shopping centre.
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In-Text Citation: (Hwa & Perumal, 2018)
To Cite this Article: Hwa, E. T. B., & Perumal, S. (2018). Application of Decomposed Theory of Planned Behavior on Retail Patronage amongst Women. International Journal of Academic Research in Business and Social Sciences, 8(11), 745–757.
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