Shopping Streets versus Shopping Malls - Determinants of Agglomeration Format Attractiveness from the Customers' Point of View

Citation

Teller C (2008) Shopping Streets versus Shopping Malls - Determinants of Agglomeration Format Attractiveness from the Customers' Point of View. International Review of Retail, Distribution and Consumer Research, 18 (4), pp. 381-403. https://doi.org/10.1080/09593960802299452

Abstract
The decline of shopping streets and the rise of shopping malls have been major trends in European retailing for decades. So far, research has failed to investigate this shift of agglomeration format (AF) patronage from a marketing perspective, including the consumers’ point of view. This paper presents a theoretical comparison of generic similarities and conceptual differences between shopping streets and shopping malls. Based on this comparison the AF-specific characteristics perceived by consumers are compared and discussed with respect to their impact on agglomeration attractiveness. This leads to the development of a conceptual framework which is empirically tested using a web-based survey of almost 1,000 consumers representing a typical urban central European retail market. The relative importance of nine distinctive AF characteristics on attractiveness was analysed using structural equation modelling. The findings proved to be quite similar for both shopping streets and shopping malls; the retail tenant mix and atmosphere had the highest relative importance.

Keywords
retail agglomeration; retail patronage; agglomeration format; shopping street; shopping mall; Shopping centers; Shopping malls; Retail trade; Urban beautification; Urban cores; Consumer satisfaction Evaluation

Journal
International Review of Retail, Distribution and Consumer Research: Volume 18, Issue 4