The influence of interior design on the value and behavior of female shoppers in shopping malls

The process of marketing managers trying to change the physical environment of their stores to develop special habits. According to the psychological theory, the environment of the shopping center will affect the behavior/purpose of customer s. More precisely, the environment can be an important basis for investigating customers. This study explores the influence of shopping mall interior design on the value and behavior of female shoppers through quantitative experiments. A questionnaire was distributed to 430 female consumers in Taikoo Li Shopping Center in Chengdu City, Sichuan Province to collect feedback data. The results show that the interior design of shopping centers has a significant impact on the hedonic value, product quality, and utilitarian value of female shoppers, which confirms the previous research that product quality has a significant impact on the hedonic value and utilitarian value.