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عمومی::
ارزش خرید سودگرا (منفعت)
Hedonic and utilitarian shopping values do not play symmetrical roles.
The conceptual framework outlines that (a) the renovated mall mediates the holistic perception of ambient factors making up the mall atmosphere, (b) the perceived mall atmosphere influences hedonic and utilitarian shopping values, (c) shopping values mediate shopper satisfaction, and (d) satisfaction, in turn, impacts shoppers' spending (Fig. 1).
Shoppers' response to the mall environment will manifest itself through hedonic and utilitarian shopping values or benefits (Babin et al.
The utilitarian shopping value is driven by a sense of accomplishment or a goal to obtain sought-after goods during the shopping trip (Olsen and Skallerud, 2011).
The reduction of the search time, fatigue and psychological costs improves the utilitarian shopping value which impact on shoppers' perceived mall equity and loyalty (Chebat et al.
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