A study of crowding and mall image of Hong Kong's shopping malls

Abstract

This is a research project for investigating the relationship between perceived crowding and mall image, and the roles of local residents and IVS visitors on this relationship. Shopping is the most favorite pastime of many Hong Kong people. Since the launch of Individual Visit Scheme, Mainland Chinese have become the major source of inbound tourists in Hong Kong. Shopping is the most important tourism activity for the IVS visitors. The tourism shopping expenditures are very large. Nowadays, most shopping activities occur in shopping malls. Therefore, shopping malls play an important role in Hong Kong’s economy. Perceived crowding is people’s perceptions of crowding. It is a psychological state that occurs when a person’s demand for space exceeds the supply. There are two dimensions of perceived crowding, social crowding and spatial crowding. The relationship between perceived crowding and shopping satisfaction has been well documented. However, it seems almost no research has been done to explore the relationship between perceived crowding and mall image. Mall image is a significant factor of customer loyalty. Hence, an understanding of how perceived crowding affects mall image has significant contributions to shopping mall practitioners. In addition, local residents and tourists have different patterns of shopping behaviour. It is supposed there are differential effects of perceived crowding between local residents and IVS visitors. Questionnaire interviews were conducted for collecting primary data at five shopping malls. Two samples, including a sample of 209 local residents and a sample 191 IVS visitors, were obtained. Results of data analysis reveal:

The level of perceived crowding, including social crowding and spatial crowding is significantly higher for local residents than for IVS visitors. TTThe mall images of local residents and IVS visitors are not significant different. TTPerceived social crowding and mall image are positively correlated among IVS visitors, but there is not significant relationship between social crowding and mall image among local residents. nnPerceived spatial crowding and mall image are negatively correlated among IVS visitors, as well as local residents.

The theoretical and practical implications of above findings have been discussed. Recommendations for shopping mall practitioners have been suggested.