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Antecedents to the Perceived Value of a Shopping Mall : A Comparison between Teenage and Adult Consumers

This research empirically analyzes the differences between adult and teenage consumers as to how they evaluate a shopping mall. It investigates the antecedents to the perceived value of a shopping mall and compares the results obtained with the two groups. The effects of atmosphere, self-congruity and merchandise quality are examined focussing on the moderator impact of the generation (e.g. adult versus teenager). Findings indicate that, mall atmosphere positively affects merchandise perceived quality for both adults and teenagers. However, as expected, the impact of atmosphere on self-congruity is only significant for teenagers. Moreover, the authors suggest the self-congruity and perceived quality relationship to be in the opposite directions for teenagers and adults. More specifically, self-congruity positively affects teenagers’ perceptions of quality and quality positively affects adults’ experience of self-congruity. Finally, mall atmosphere, self-congruity and merchandise quality positively affect the perceived value of the mall for both adult and teenage consumers. These results are interpreted in terms of the Elaboration Likelihood Model (Petty & Cacioppo, 1986). Introduction Representing 60 million consumers in America (Neuborne and Kerwin, 1999), Generation Y is the most important demographic cohort after the baby-boomer generation (Foot and Stoffman, 2000). Born between 1980 and 1995 (Foot and Stoffman, 2000), these young consumers are today between 13 and 28 years old and many of them are presently teenagers (Morton, 2002). According to the U.S. Census Bureau, there are approximately 30 million teenagers (13-19 years old) in America.