Effects of Shopping Mall Attributes on Indian Youth Emotion: An Empirical Study

Abstract

The present study examines how various attributes of shopping mall environment influences the Indian youth consumer’s emotions. It is also extended the research towards the dimensions of positive and negative emotions of youth. Thus, the main goal of this research work is to as certain how the characteristics of shopping centers affect the feelings of young customers when they visit them. The study involves (551) samples and it is collected by using mall intercept technique. The ANOVA's findings learn more about the beneficial relationship between youth's positive emotions and shopping mall qualities here. This study has several practical implications. Firstly, the result has shown that the shopping  mall attributes has positive and significant impact on youth consumer’s positive emotion. This means, the more number of shopping mall attributes will lead to the strong positive emotions of consumers towards shopping mall. Further the study provided the evidence that shopping mall attributes has a significant impact on negative emotions.