Abstract:
The current study explores the influence of culture on consumers’ attitudes toward mall
events and, consequently, its role in improving commitment toward malls. The study
employed a mall-intercept technique for data collection across seven cities in India. Data
were analyzed using structural equation modeling. The results indicated that cultural values
predicted attitudes toward mall events. Mall events were categorized according to shopping
motives typology and conceptualized as escape, exploration, social, epistemic, and flow.
Among the four cultural values, power distance, collectivism, and masculinity were more
effective in predicting consumers’ attitudes toward the various mall events dimensions. The
research findings can help mall managers for planning events according to Indian consumers’ cultural beliefs.