Influence of mall attributes and demographic factors on Russian consumers' mall involvement behavior

Abstract

The main goal of this research was to determine how demographics and mall attributes influence Russian consumers’ mall involvement.

In order to meet this goal a survey of Russian consumers was conducted. Factor analysis was used to identify factors among mall attributes. Then relationship between demographics and identified factors were explored via regression analysis. It was proved that house income, design and interior, socializing, entertainment and ambience factors have influence on consumer involvement with shopping malls. Moreover the two strongest factors that can predict variance of consumer involvement are design and interior and socializing factors of shopping mall. Based on these findings, recommendations for mall managers and developers were developed.