Project Title: Analysing consumer motives: Online Vs

Traditional shopping
 Acknowledgements
Firstly I would like to say many thanks to all those people who have supported me in
the completion of this project.

I would like to express my greatest thanks to my supervision tutor, Charles Dennis for
his guidance and encouragement throughout this project. Every meeting is very much
appreciated.

I would also like to thank all the respondents for their participation in this project,
including the published authors for their input and hard work in their research fields.

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 Abstract
This project looks at 4 motives that shoppers have towards a shopping channel:
convenience, usefulness, ease of use and enjoyment. More emphasis is placed on these
motives as the aim is to find out consumers motivation to shop online and in the
shopping malls for the need of shopping centres to exist.

Two research methods were chosen for this study: primary and secondary research.
Secondary research was obtained from academic journals and books that helped to
locate the literature carried out by former researchers in a theme similar to what this
report proposes. Primary research such as Questionnaire and Focus group were
conducted to obtain quantitative and qualitative data in order to achieve the 3 research
objectives:

1) Discover consumers motivation to shop online

2) Discover consumers motivation to shop in malls
3) Discover whether there is a need for shopping centres to exist.

50 questionnaires were asked to complete from Brunel University (UK) and one focus
group consisting of 7 members from The Chimes shopping mall (UK) was conducted.
The questionnaire data is analysed quantitatively using Microsoft Excel to represent the
data graphically and the focus group data is analysed qualitatively using a tabular
method. These data were further analysed and discussed using the theories from the
literature chapter.

The results showed that many shoppers are motivated by the enjoyment, usefulness and
ease of use motives in shopping malls. Shoppers want to touch and feel the product and
would therefore be motivated to shop in mall than to browse from a deeper and wider
range of products online. Although there is a potential difficulty in finding a product in
shopping malls due to the different layouts and merchandise used in-store, shoppers use
sales assistants that help to find and decide a product in the shopping process. Moreover
shoppers want to have interaction with real people; it is fun and involves them in the
buying process. Shoppers find e-sites such as Amazon and eBay boring. Modern
facilities such as restaurants, bowling, cinemas, gyms…etc in shopping malls is found
to be much more enjoyable. With the provided motives that shoppers strongly hold to

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shop in malls than online, shopping malls is therefore convenient and the extra time and
cost spent in shopping is worthwhile. In addition, both the hedonic (pleasure) and
utilitarian (functional) values in shopping mall is achieved. Hence, the answer to the
aim is yes shoppers have motives to shop in malls and online but they are more
motivated to shop in malls and so shopping centres should therefore exist. As a result it
is recommended that future research should look into shopping centres.

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 Contents page
Chapter 1 Introduction 7
1.1 Introduction 7
1.2 Aim 7
1.3 Research Objectives 7
1.4 Rationale 7
1.5 Summary of chapters 8

Chapter 2 Literature Review 9

2.1 Introduction 9
2.2 Convenience 10
2.2.1 Convenience motive to shop online 10
2.2.2 Convenience motive to shop in mall 11
2.2.3 Summary 11
2.3 Usefulness 13
2.3.1 Usefulness motive to shop online 13
2.3.2 Usefulness motive to shop in mall 14
2.3.3 Summary 15
2.4 Ease of use 16
2.4.1 Ease of use motive to shop online 16
2.4.2 Ease of use motive to shop in mall 16
2.4.3 Summary 17
2.5 Enjoyment 18
2.5.1 Enjoyment motive to shop online 18
2.5.2 Enjoyment motive to shop in mall 19
2.5.3 Summary 20
2.6 Conclusion 21

Chapter 3 Methodology 22
3.1 Introduction 22
3.2 Quantitative Research 23
3.2.1 Sampling 24
3.2.2 Pilot test 24
3.2.3 Limitations 25
3.3 Qualitative Research 26
3.3.1 Sampling 26
3.3.2 The focus group process 26
3.3.3 Limitations 27
3.4 Conclusion 28

Chapter 4 Findings and Analysis 29

4.1 Introduction 29
4.2 Quantitative – Questionnaire findings and analysis 30
4.3 Qualitative – Focus group findings and analysis 33
4.4 Conclusion 35

Chapter 5 Discussion 36
5.1 Introduction 36

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5.2 Discussion 37
5.3 Conclusion 42

Chapter 6 Conclusion 43

Chapter 7 Recommendations 45
7.1 Recommendations for the project 45
7.2 Recommendations for future research 45

References 47

Appendix 1 – Enjoyment motive to shop online 50

Appendix 2 – Sample of questionnaire survey 51

Appendix 3 – Sample of pilot survey 53

Appendix 4 – Sample of focus group questions 55

Appendix 5 – Questionnaire findings 56

Appendix 6 – Focus group discussion script 61

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Chapter 1: Introduction
1.1 Introduction

Retailers have successfully provided many shopping channels for shoppers such as the
internet, retail outlets, catalogue and shopping malls. From these choices of channels,
internet and shopping mall seems to be of particular interest to be investigated as claims
have been made that the shopping mall sales are declining and the clicks (internet) is
impacting on the bricks (stores) (BCSE, 2001 & 2006). This is because shoppers are
influenced by a number of motives such as: ease of use, convenience, navigation,
enjoyment and usefulness in their choice of shopping destination i.e. to either shop
online than in the shopping malls and vice versa. Therefore, as technology increases the
alternatives for consumers, it is important to understand what motivates consumers to
shop using a particular retail format.

1.2 Aim

The purpose of this research is to investigate consumer motives in shopping for the need
of shopping centres to exist. Shopper’s motivations to shop online and in the shopping
malls will be explored with the addition of Technology Acceptance Model (TAM) to
understand shopper’s acceptance of internet in shopping.

1.3 Research objectives

1) Discover consumers motivation to shop online

2) Discover consumers motivation to shop in malls
3) Discover whether there is a need for shopping centres to exist

1.4 Rationale

Many studies have been conducted on shoppers’ motivation (e.g. Bloch et al., 1994;
Dawson et al., 1998; Dennis and Hilton, 2001; Dennis et al., 2002; Roy, 1994;
Wakefield and Baker, 1998; Westbrook and Black, 1985) but only one study is found to
be done on shoppers motivations for e-shopping (Dennis & Papamatthaiou, 2003).
However, research found from previous studies seems to be outdated as the author only
found few articles and journals to this most recent date. Therefore, there is a need to
further investigate the area at a most present date.

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The importance of finding out shoppers motivations for shopping in malls is due to the
fact that there is no study being found to this present date. Above and beyond, the
discovery of finding out the shopping centre survival will also be of new interest to this
study. Thus, the latter will be individualised as it not only concentrates on the motives
to shop in malls but also will be the most recent and up to date within the shopping
field.

1.5 Summary of chapters

Chapter 1 is the Introduction, which introduces the research topic, aims and objectives
and the rationale of the research.

Chapter 2 is the Literature Review, where most of the sources are cited. Former studies
that have contributed to the field similar to what this report proposes are located and
critically discussed. Application of TAM is included in this section. Literature is
obtained from academic journals and books.

Chapter 3 is the Methodology. This chapter explains the research process i.e. primary
methods selected for data collection and data analysis. Reasons behind the chosen
research methods are explained. Besides, selection of alternative methods, selection of
sampling frame, ethical issues and limitations whilst conducting the research process is
stated.

Chapter 4 is the Findings and Analysis, which quantifies and qualifies the data acquired
from primary research. The resulting findings are critically analysed and later discussed
in the Discussion section with reference to the literature chapter. Suggestions in the
findings are also evaluated in the discussion section.

Chapter 5 is the Conclusion and Recommendations. The author illustrates the outcome
of the project and whether the aim and objectives have been achieved.
Recommendations are noted for the project and future research in the field.

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Chapter 2: Literature Review
2.1 Introduction

Motivations to engage in retail and online shopping include both hedonic and utilitarian
values with the addition of Technology Acceptance Model (TAM). TAM was
developed by Davis (1989, 1993) to understand shopper’s acceptance of internet and the
use of internet technology for product purchasing. In TAM, shopper’s behaviour to use
a new technology is determined by an individual’s motive towards using this
technology. TAM therefore consists of 4 motives towards using the internet for
shopping: Convenience, Enjoyment, Usefulness and Ease of use (Dennis &
Papamatthaiou, 2003). The literature will focus on the research carried out by other
researchers on these 4 motives to demonstrate shopper’s motivation to shop in malls and
online for the need of shopping centres to exist.

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2.2 Convenience

2.2.1 Convenience motive to shop online

Convenience refers to the accessibility of shopping e.g. 24/7 shopping and concerns
with saving time and buying more (Dennis & Papamatthaiou, 2003).

Convenience is a major motivational factor for consumers to shop online. E.g. e-

shopping is open 24/7 with easy access allowing consumers to shop at their own
convenience e.g. from home or at work (Hofacker, 2001). Thus, it is less time-
consuming and costly as consumers do not have to pay for travel, parking fees, finding a
parking spot or even queuing in-store (Wolhandler, 1999). However, Dennis &
Papamatthaiou (2003: p5) argues ‘shoppers who are concerned about saving time may
well buy more online as a time-saving strategy’ than their normal shopping at malls.
This means purchasing more consequently increases cost as well as time to the
consumer. Also many consumers buying only one item, ‘convenient for me’ (Dennis &
Papamatthaiou, 2003: p5) as yet adds time and cost to the consumer. So is e-shopping
really convenient for consumers as opposed to shopping at a mall?

Since consumers rarely visit shopping malls prior to purchase (Newman and Staelin,
1972), internet shopping can lower the costs of acquiring pre-purchase product
information while at the same time increase search benefits by providing a broader array
of product alternatives at a small incremental cost (Bakos, 1991). As a result e-shopping
benefits are high and is particularly a convenient ‘when the consumer is under time-
pressure’(Beatty and Smith, 1987) making the accessibility of internet shopping
especially advantageous to consumers.

However, e-shopping has only become advantageous due to the changing work and
leisure patterns in 1990s giving rise to the ‘money rich, time poor’ consumers the ability
to accept e-shopping (BCSE, 2001: p11). Therefore, if these changes did not arrive then
consumers would continue shopping at malls. Increase in time-pressure can affect
consumer’s choice in shopping channel. ‘Spontaneity experience and the freedom to
shop in malls can be reduced as well as lower shoppers hedonic value (enjoyment) in
shopping. Alternatively, a shopper facing time-constraints simply may not have enough
time to buy everything needed. Poor purchase decisions and unfulfilled tasks in turn,
lower the utilitarian value in shopping’. (Babin et al, 1994: p9)

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2.2.2 Convenience motive to shop in mall

However, those consumers who lack access to internet and ‘I don’t know how to use the
internet’ will find a nearby shopping mall very convenient. Diffusion of Innovations
theory (Rogers, 1995 cited in Dennis et al, 2007: p5) predicts ‘that the ‘laggards’, those
slowest to take up an innovation such as the internet, will tend to be older, lower
education level and lower socio-economic status (SES) than the average’. BCSE, 2001
indicates the number of consumers having internet access is only 3% poorer households
compared with 48% of more affluent households. As a result, shoppers with low levels
of disposable income will continue to be disadvantaged (unable to purchase the cheaper
goods and services that are available through internet) if they do not posses internet
access (Dennis et al, 2007: p5).

Nevertheless, consumers with ‘lack of literacy, numeracy and access to credit card
means that those who most need extra provision are least able to access it by e-shopping
e.g. 11% of households had no bank account and therefore presumably no credit card’
(Dennis et al, 2007: p6). This suggests shopping malls could be at the most convenient
level for consumers to successfully achieve both the hedonic and utilitarian values in
shopping.

2.2.3 Summary

Convenience research positively suggests, shoppers may be motivated to shop online

than in the malls because they are increasingly pressured with time and the accessibility
of 24/7 online shopping could therefore motivate them. Only a minority of shoppers i.e.
3% of poorer households are affected by the internet and 11% of shoppers by financial
cards. However, a minority of shoppers that are living nearby to a shopping mall e.g.
with walking distance of 10-20 minutes may find the locality of nearby shopping mall a
convenient motive to shop than e-shopping. This suggests, shopping malls may need to
exist for the convenience of shoppers living nearby to a mall and for those who want to
shop in malls.

Ultimately, convenience includes both the elements of when a consumer can shop and
where a consumer can shop. Persons suggest, that e-shopping offers greater
convenience and is both ‘useful’ and ‘easy to use’. As a result, the convenience motive
to e-shop facilitate the accomplishment of the shopping task (making it more useful),

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and also make the process of shopping (the ease of use) more appealing. Besides,
convenience of e-shopping reduces the shopper’s psychological costs, making the
internet shopping experience more enjoyable.

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2.3 Usefulness

2.3.1 Usefulness motive to shop online

Usefulness refers to the utilitarian aspect and concerns to the outcome of the shopping
processes. Usefulness relates to enhancing effectiveness in shopping, usefulness in
buying desired products and improvement in shopping ability (Dennis &
Papamatthaiou, 2003: p5).

Internet is an extremely useful shopping destination for many consumers and can
therefore motivate shoppers to e-shop. It provides the widest and deepest ranges of
products and services (Dennis & Papamatthaiou, 2003) and as a result, allows shoppers
to easily buy and browse for desired products/services online in as little amount of time
as possible without any difficulty. However, Dennis & Papamatthaiou (2003: p5),
suggest that ‘lack of usefulness in buying desired products would be associated with
less use of the internet for shopping’. Less use of the internet could mean illiterate
shoppers find shopping malls very useful to shop at, as the desired product is most
likely to be found and bought. Human contact is also available in shopping centres that
enhances the effectiveness of shopping i.e. finding the product that one cannot find and
also useful in the decision-making process of purchasing a product. Therefore, it could
be said that shopping centres are a useful shopping destination in the ‘improvement of
consumers shopping ability’ than e-shopping.

However, as the internet provides the width and depth of products and services, the
‘time’ associated to browse for desired products as well as compare the product and
brand attributes ‘carries a potential search costs that may affect shoppers usability’ of
the internet (Childers et al, 2001). This suggests, shopping malls could be seen as a
useful channel for shopping as the consumer is mostly likely to shop for the products
wanted e.g. clothing whilst having prior knowledge of the product e.g. one can feel that
its cotton material. Therefore, less time and cost is achieved. However, the time
associated to browse from a deeper and wider range of products and compare its
attributes online is considered to be very minimal than the cost of performing that
process in shopping malls, as the usefulness of technology acceptance and convenience
of technology access is a motivational factor in allowing consumers to do this which it
would not in shopping malls. As a result, one could argue e-shopping is only useful and

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can only motivate the very literate consumers who can shop instantly without any
associated time and cost.

2.3.2 Usefulness motive to shop in mall

However, Alba et al (1997) argues that for many consumers e-shopping is not a useful
shopping channel, as the ‘absence of the actual experience’ of visiting the mall and
physically examining a product prior to purchase is forbidden, which is vital to the
consumer in the decision-making process for purchasing a product. Consumers want the
ability to personally experience a product on a multi-sensory basis (Alba and Rosen) i.e.
see or feel the merchandise’(Wilson, 2004: p80) like in the traditional physical store
retailing. Indeed one aspect of hedonic consumption is the experience of products (e.g.
for food, footwear, accessories) through their tastes, sounds, scents, tactile impressions,
and visual images (Hirschman and Holbrook, 1982). The importance of tactile
information as one aspect of direct experience is evidenced by the finding that
consumers at a grocery store that were touched to a product were more likely to comply
and also more likely to purchase the item than those who were not touched (Hornik
1992). Additionally, Peck and Childers (2000) propose that for salient haptic attributes
(i.e. texture, hardness, temperature, and weight) the need to personally examine
products through touch is particularly critical.

Furthermore Peck and Childers (2000) report, a barrier to direct experience to touch and
feel the merchandise e.g. a sweater over the internet can lead consumers to be more
frustrated with their shopping experience and less confident in their product attitudes.
Therefore, some e-retailers e.g. Topshop have stores in shopping malls to allow
shoppers to see and touch jewellery, clothing and other merchandise as it has been
suggested ‘prospective customers are reluctant to purchase merchandise without
touching it’ (Advertising Age, 2000). This suggests, those consumers do not value the
sensory components of the internet, will see the traditional retail channel as an
acceptable alternative for directly examining a product in-person.

As a result, the likelihood of this presence in shopping mall is useful than e-shopping
since it enhances the effectiveness of shopping i.e. having the ability to use the multi-
sensory feelings on products as well as improving the shoppers usability to shop in
malls.

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2.3.3 Summary

Research found on usefulness indicates, e-shopping may be a motive for shoppers

because it allows shoppers to easily search and buy products from a deeper and wider
range which would be impossible to perform in shopping malls. At present, comparison
sites such as ‘kelkoo.co.uk’ has also made shopping more useful. With this advantage,
the desired product is most likely to be found and shoppers are therefore motivated to e-
shop. However, although the desired product is found, shoppers may not be motivated
to purchase online as the ability to touch and feel the product is restricted. As a result,
shoppers may find the usefulness to shop in malls more important than e-shopping and
for this reason, it could be said that shopping malls may need to exist.

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2.4 Ease of use

2.4.1 Ease of use motive to shop online

Ease of use refers to the utilitarian aspect (Childers et al, 2001) and concerns the
process of e-shopping without any great difficulty or effort (Davis, 1989, Dennis &
Papamatthaiou, 2003: p2).

Internet is very clear, simple and understandable in its use, which therefore makes e-
shopping easier. As a result, encourage shoppers to accept the internet for e-shopping.
However, Dennis & Papamatthaiou (2003) argues that for many consumers e-shopping
is difficult to use as it ‘requires mental effort’ but this is not the case as the main
alternative to e-shopping i.e. shopping malls also ‘requires mental effort’. A McKinsey
study found ‘that an average web user is impatient’ and more likely to switch from a
poor site. Therefore, according to Childers et al. (2001), ‘a major element of ease of use
is simplicity’ – a site should have simple e-graphics and e-design so that consumers can
easily swift around the sites and e-shop with less effort. McKinsey study also suggests,
‘simplicity of e-site’ can lead to a likely e-purchase (McGovern, 2002 cited in Dennis &
Papamatthaiou, 2003: p8).

2.4.2 Ease of use motive to shop in mall

By contrast, in-store layouts and visual merchandise can impact consumers’ decision to
shop. E.g. the grid layout in grocery stores is characterised by long rows with limited
passage between the aisles. This is therefore a difficulty for shoppers ‘as they have to
shop through the main product categories and sub-categories to find an end product’
(Dennis & Papamatthaiou, 2003: p7). This also exhausts the patience of shoppers (takes
longer to compare product/brand attributes), detracting from the enjoyment and ease of
use as opposed to e-shopping. E-retailers clearly section the products through a
hierarchy and not lead shoppers through all pages. This therefore suggests, neat, clear
and simple store layouts and visual merchandise can ease the process of shopping in
malls. This suggests, the ease of shopping for products/services online would be an
effective and greater motive for shoppers than shopping in malls.

‘Free flow is another layout which is frequently used by bricks department and fashion
stores-displaying products by usage patterns rather than product category. The problem
with this in-store is that shoppers often miss many products. Therefore, free-flow layout

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in e-shopping, can lead shoppers immediately to an end product by using a catalogue or
a search system. The layout also allows customers to directly access any page in the e-
store from another page’ (Dennis & Papamatthaiou, 2003: p7). This suggests, simple
and clear layout enhances shopper’s entertainment and motivation in e-shopping than in
malls shopping. Vrechopoulos (2001) found that ‘the entertainment aspect online
improved image and web atmosphere, by not rushing shoppers to leave the store as soon
as they have made their intended purchase’. As a result, e-shopping is advantageous
than the grid and free-flow layouts used in-stores (having to wade through irrelevant
pages) as it allows shoppers to spend more time and higher spend than usual with more
conventional layout designs (Dennis & Papamatthaiou, 2003: p8).

2.4.3 Summary

Overall from the ease of use research, the simplicity of e-site can be a motive for
shoppers to shop online because it provides simple e-graphics and e-design that can ease
the process of shopping. Shoppers may also be motivated to e-shop with a search bar
and categorisation of products in a hierarchical or catalogue order whereby products can
easily be found. While, shoppers may not be motivated to shop in malls as many
retailers use free-flow and grid layouts, also keep changing their in-store layouts and
merchandise. However, the layouts keep changing in order to suit the needs of a
consumer but the constant changes in layouts can further make it difficult for consumers
to shop i.e. look for products. As a result, e-shopping can be a greater motive for
shoppers than shopping in mall.

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2.5 Enjoyment

2.5.1 Enjoyment motive to shop online

Enjoyment refers to the hedonic aspect and concerns with pleasure (Childers et al,
2001).

Enjoyment has often been reported as a motivator for ‘bricks’ shopping. However,
Childers (2001) study found ‘enjoyment to be more important for e-shopping’ that they
described as hedonic as opposed to utilitarian, because shoppers mainly enjoy
purchasing products such as CD’s, books, air and show tickets, which they would not
enjoy buying in shopping malls. However, products such as groceries are considered to
be least bought online by only 2% of shoppers (Dennis & Papamatthaiou, 2003: p6).
This is due to the ‘touch and feel’ enjoyment lost online. This suggests, shopper’s
acceptance of internet in shopping is to only enjoy purchasing certain products online
and not all of them. Shoppers will therefore want to visit the shopping malls to achieve
both the utilitarian as well as the hedonic value.

E-shopping ‘for fun’ is one aspect of enjoyment. However, Dennis & Papamatthaiou
(2003: p6) argues that ‘shoppers who e-shop for fun is likely to buy fewer products
online than those who actually enjoy purchasing products’. This is because e-shopping
is ‘fun for it own sake’. This is parallel with bricks shopping, ‘where entertainment
promotions are found to increase visit frequency by more than the increase in sales’
(Parsons, 2003 cited in Dennis & Papamatthaiou, 2003: p6). Hence, Parsons pointed out
that customers, could be drawn in by appealing to hedonic motivations, and then
switched to buying through the use of utilitarian (e.g. price-based) ones.

Second aspect of e-shopping enjoyment is that it is ‘not boring’. As pointed out by

Childers et al (2001), convenience and ease of using the site are the ‘involving
characteristics of the shopper’s interactive experience’. Thus e-shopping sites that
contain interactive ‘images, video, colour, humour, sound, music, games, animation and
all the other aspects of interactive networked multimedia’ (Childers et al, 2001: p23),
make it enjoyable for consumers to continuously experience and shop at. This suggests,
interactivity of online sites can encourage shoppers to accept the internet and therefore
lead to motivating shoppers to e-shop.

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Third aspect of e-shopping enjoyment is the ‘direct involvement’. E-retailers such as
Amazon and eBay allow shoppers to visit chat rooms, read bulletin boards, product
reviews, suggestion boxes and personalise their product offers on website (Dennis &
Papamatthaiou, 2003). Therefore, with this involvement shoppers are likely to enjoy e-
shopping and consequently spend more time online. ‘An eBay visitor on average spends
1 hour 11minutes on the site, one of the longest of UK e-retailers and is one of a few e-
retailers to achieve over 1 billion page views a month’ (www.nielsen-netratings.com).
Therefore, with users finding enough interest to return again and again, it can be
suggested that a highly involving site is ‘not boring’ and also ‘fun for its own sake’
(Dennis & Papamatthaiou, 2003: p6).

Refer to Appendix 1 Pg 50 for shoppers enjoyment motives towards customisation

and personalisation of products on e-sites (Chicksand and Knowles, 2002 cited in
Dennis & Papamatthaiou, 2003)

2.5.2 Enjoyment motive to shop in mall

However, e-shopping for some may be boring. Therefore, shoppers may see shopping
malls as a leisurely motive to shop which is much more enjoyable than online. Mintel
(2000) suggests, an increasing proportion of people spend time looking around the
shops as a leisure activity which they would not normally do online and the trend is
most marked among younger adults. The enjoyment of leisure in malls has risen from
an increase in active leisure facilities incorporated in malls such as catering,
entertainment and sporting facilities i.e. as provided by Gunwharf Quays shopping mall
(Howard, 2007). This suggests, it is the attractiveness of shopping malls that is
motivating consumers’ involvement in the leisure activities such as cinemas and
bowling and as a result increasing the fun to visit the malls again. With the
attractiveness of shopping malls in mind, they encourage shoppers to stay longer, spend
more and attract the target customer better (Howard, 2007). Thus, consumer leisure
provided in shopping malls is a ‘marketable image’ which makes it more successful
than e-shopping (Howard, 2007).

E.g. Catering in malls increases the enjoyment of leisure in shopping malls. Restaurants,
pubs and eating establishments attract shopper’s interest to visit the shopping malls. As
a result Howard (1993) suggests, people who pause for a meal or drink during a

19
shopping trip, spend more time and more money in the shopping mall than others. Thus,
eating establishments add to the benefit of the so-called leisure and enjoyment to
shopping centres (Howard, 2007). Consequently, BCSE (2006: p14) indicate, ‘internet
will never replace the fun and enjoyment to the shops’. As a result, to compete with the
online shopping channel in terms of enjoyment, retailers will have to keep innovating
and continuing to provide what shoppers want.

2.5.3 Summary

From the enjoyment research, e-sites such as Amazon and eBay give shoppers the
enjoyment motive by allowing shoppers to bid for products, personalise offers on site,
chat with users, and customise products on site such as Nike. Furthermore, shoppers
also enjoy to e-shop due to the interactivity provided online such as music, games and
animation. This keeps users involved in the site and also motivates users to stay longer.
This suggests, e-shopping enjoyment only gives the hedonic value as shoppers may only
use the e-stores for fun but not actually purchase products online. By contrast, shopping
malls provide the achievement of both the hedonic (pleasure) and utilitarian values
(functional) in consumer shopping. Shoppers may visit the malls for product purchases
and for the enjoyment and leisure of modern facilities built in-malls such as gyms,
catering and sporting. Thus, the modern facilities of shopping malls may certainly
motivate shoppers to shop in malls than online.

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2.6 Conclusion

Shoppers have a wide range of motives towards their choice of channel for shopping i.e. to
either shop online or in the malls. The 4 main motives (ease of use, convenience,
enjoyment and usefulness) that drive shoppers to shop at a particular channel in this case
the internet and malls have been examined but there is a varying level of success between
each of the two channels. This is because each channel has its own needs to attract the
target customer better. By contrast as we have explored, shoppers also have different
motives towards these shopping channels.

Shopper’s significant motives have therefore been highlighted in this chapter. These
motives include: shoppers are motivated to e-shop due to the 24/7 services provided by e-
retailers with the addition of e-stores such as Amazon and eBay giving the enjoyment
motive such as bid for products, read product reviews, personalise web offers…etc. By
contrast, shopping malls are modernised with contemporary facilities such as catering,
cinemas, bowling…etc, motivating shoppers to shop in malls. Moreover, the simplicity of
e-sites motivates shoppers to shop online as it is easy to find items and can also browse
from a wider and deeper range of products than shopping malls. The usefulness and ease of
use are important motives that motivate consumers to e-shop. Although shoppers have
great motives to e-shop, they also hold motives to shop in malls. Shoppers want the touch
and feel factor in e.g. clothing and groceries and the interaction with humans who can assist
in the shopping process. These are one of the superior motives for shoppers to shop in
malls.

The literature has therefore shown the significant motives that motivate shoppers to shop
online and in the malls. The literature chapter has helped to generate the research questions
for both the questionnaire and focus group data collection methods. This chapter will
further help in the discussion section when discussing the findings from the primary
research methods. Therefore, this section leads to the methodology chapter which will help
to fully achieve all the research objectives.

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Chapter 3: Methodology
3.1 Introduction

Throughout the study both primary and secondary research was conducted. Secondary
research is discussed in previous chapter which was obtained from relevant academic
sources such as books and journals. This fundamentally provided a starting point in
achieving the research objectives and helped in formulating the questionnaire.

This chapter will now explain the primary method selected for data collection and data
analysis in order to complete the project. Also examines the processes and reasons behind
the data collection and data analysis for the two very different forms of primary data:
qualitative and quantitative. Limitations of methodology, selection of sampling frame,
selection of alternative methods and ethical issues are also addressed.

22
3.2 Quantitative research

Structured questionnaire was prepared and used for data collection. 50 respondents from
Brunel University were surveyed using a questionnaire. The questions are fixed-response
alternative questions that require the respondent to select from a pre-defined list of
responses. Close-ended questions were chosen because it allowed the researcher to perform
quantitative analysis of the data obtained. A sample of Questionnaire is found in Appendix
2 Pg 51

The initial research method that the author chose to conduct was street interviews in
shopping malls to find out shoppers motives to shop in malls and online. However, this
data collection method was found to have many problems. Shoppers were distracted from
the noise of a busy shopping street and the responses may not reflect to what they think.
Adversely, this type of interviewing will affect the quality of the data obtained i.e. shoppers
were filling the survey in a hurry. Second, shoppers were avoiding to be interviewed
because they were pre-occupied with their shopping activities. As a result a very low
response rate was achieved. Therefore, self-administered structured questionnaire for data
collection method was chosen in university as it is the most suitable for this study than
other surveys.

Questionnaire surveys were used because they collect large amounts of data from a well-
defined population in a relatively cheap way (Czaja & Blair, 2005). In addition, they are
simple to administer and the data obtained would be reliable since the questionnaire
provides a limited set of responses (Fowler, 2002; Fink and Kosecoff, 2005).

Questionnaires are therefore significant and relevant for this study because they obtained
primary data on shopper’s motives and behaviour towards shopping online and in malls and
also measured how widespread these motives and behaviour are. Nominal data was
obtained where data was allocated into categories by counting the frequency of occurrence
in each category (Wilson, 2003: p203). The data was quantitatively analysed using
Microsoft Excel to present the data graphically.

23
3.2.1 Sampling

Respondents consisted of a convenience sample from undergraduate students at Brunel

University (UK). Brunel University was chosen as it is convenient for the author and
also because students have the accessibility to use the internet for shopping if it is not
accessible from their own home. The sample cannot be considered to be representative
of all UK e-shoppers but there are a number of reasons why a sample of university
students is particularly suitable for this study. Firstly, university students are more
active e-shoppers than the general population and the sample included a high proportion
of e-shoppers. 36% of e-shoppers are reported to shop ‘regularly’. This is considerably
higher than mall shoppers (8%). Secondly, graduates have historically been found to
have high income than non-graduates as they benefit from interest free loans and tax
free part-time jobs. Therefore, students in the sample can be considered as the
‘comparison shoppers of tomorrow’. Thirdly, the sample is younger and better educated
than the national average shopper i.e. having the typical characteristics of ‘opinion
leaders’. This conclusively indicates, shoppers such as these are likely to be early
adopters and their questionnaire answers are therefore possibly indicative of future
shopping patterns (Source adapted: Recent Advances in Retailing and Services Science,
10th International Conference, August 7-10).

3.2.2 Pilot test

The questionnaire was tested on a small sample of potential respondents to identify and
correct the design flaws (Wilson, 2003: p170). The pilot test was administered in the
same manner as the full survey to be carried out. The questionnaire was tested on all
areas such as: wording of questions, sequence, layout and appearance of questionnaire
and the time taken to complete a questionnaire. Respondents were asked to voice their
thoughts and any problems they encountered with the questionnaire. A sample of pilot
survey is found in Appendix 3 Pg 53

3 problems were discovered:

1) Question 4 asked: what is your annual income. This was however found to be
very personal for shoppers to answer, many even preferred not to answer. Also,
the question was found not to be very relevant to investigate because shoppers
may have high annual income but are not high spenders. Therefore, a similar

24
 question was asked instead with pre-defined list of responses: How much do you
spend on your product purchases for each time you shop online?
2) In question 10, some options were found difficult to scale and also had the same
scaling score because many of the motives were very similar to each other e.g.
convenient and saves time. Therefore, convenient motive was only given as
saves time fall under the same category as convenient.
3) Furthermore, Question 10 was noticed as boring and quite long to answer as it
was repetitively asked again for question 11 but the only difference being that it
was for shopping malls. As a result, a similar question was asked to make it
appealing i.e. indicate the level of importance from 1-5 for only 5 motives for
shopping in malls and online. The options were reduced from 11 to 5 to make it
short and clear for respondents to answer.

3.2.3 Limitations

1) There was minor difficulty of access to the respondents, therefore could say
there was no problem in accessing the sample population.
2) Self-administered surveys were certainly used to avoid interviewer bias. There
was less likelihood of the researchers’ presence influencing the replies or the
behaviour of the people studied in the questionnaire. This considered the
questionnaire to be anonymous and confidential by achieving the ethical code of
Market Research Society.
3) To avoid further problems, questionnaire was designed reasonably objective for
the data collection methods to be carefully constructed.
4) A sample of 50 respondents was not large enough to be representative of the
entire population of all universities. This would be a threat to the validity and
reliability of the data collected.
5) The results may be favoured as the sample was obtained from a particular
location. Meaning some areas would be more affluent with better education and
technology acceptance than other poor areas with poor technology and low
education levels. This emphasises that the research conducted in one area may
not represent the views of the population in other areas. Hence, may exclude the
worst areas to be looked at and researched into.

25
3.3 Qualitative Research

Focus group was used for qualitative data collection. This method was chosen because
it allowed the participants to craft their own responses which it constrained in the
questionnaire (only offered a limited set of responses). This suggests respondent’s true
views may be better represented with the additional quantitative data collection. 7
respondents from the Chimes shopping mall were selected for the group discussion. A
list of open-ended questions was asked to explore and understand shopper’s motives,
behaviour, emotions and experiences on the research topic. The sequence of questions
varied depending on the flow of conversation. A sample of Focus group questions is
found in Appendix 4 Pg 55. This type of research allowed the author to collect
qualitative data in order to achieve the aim and gain further scope and insight into the
research topic that was least possible to achieve from questionnaires.

3.3.1 Sampling

Respondents consisted of a random sample from The Chimes shopping mall at

Uxbridge (UK). The Chimes shopping mall was chosen because it is possible to gain
access to a wide range of population than from a high street with a limited collection of
shoppers. 21 shoppers were interested to participate in a focus group but only 7 were
noted to attend. This was due to a number of problems mentioned in the limitations
section. 4 females and 3 male respondents participated in a focus group with age
ranging from 30-55 years. All respondents had educational and occupational
backgrounds.

3.3.2 The focus group process

A room was booked at Brunel University Library whereby respondents were asked to
attend. The discussion was administered with open-ended questions and lasted for
45minutes. Various issues were addressed which allowed the researcher to gather
qualitative data in order to achieve the aim and gain further insight into the research
topic. The data was noted rather than recorded because the respondents refused to be
recorded although the confidentiality of the data acquired was informed. The data from
discussion was qualitatively analysed using a tabular method because it provides the
ability to easily compare and contrast the data collected (Wilson, 2003).

26
3.3.3 Limitations

1) An interview for qualitative data collection was the original preferred method to be
used for this study. However, The Chimes manager was not available to be
interviewed and as a result a focus group was carried out as an alternative. The
interview with the Chimes manager would provide better insight into
understanding what the manager thinks of its competitor i.e. the internet and if the
mall needs to exist with the internet shopping channel.
2) The sample was randomly selected from the people that were actually present in
The Chimes mall on that particular day therefore the sample was not a truly
random sample of the population of all the malls. Moreover the sample was
relatively small. As a result, focus group cannot be representative of the whole
population in the shopping field but can provide opinions and insight from the
shoppers’ perspective for shopping in malls.
3) The data was noted on paper rather than recorded. This suggests the risk of losing
accurate data which would have been important. However, the researcher only
noted the important comments that were most relevant to the research topic so as to
achieve the quality of data collected and not having to wade through irrelevant
comments. Nevertheless, a recorded discussion may have been useful if the
researcher wanted to refer back to the responses.
4) 14 respondents were unable to attend because of the inconvenience of location
(Brunel Library). As an alternative, online focus groups would be highly beneficial.
All the respondents would be able to attend and engage in online discussion. The
researcher would be able to ask questions and the responses would be
automatically recorded. Moreover this type of qualitative method would allow the
respondents to send e-emoticons (icons of emotional expressions e.g. angry, happy,
confused, tired…etc) which they would want to express in a natural environment.
One major drawback of using this method is that, it would only be appropriate if
participants have access to internet and they know how to use and communicate via
the msn chat.

27
3.4 Conclusion

This section looked at how the research was conducted and justifies the use of certain
methods in primary data collection process. The primary research was conducted in
order to achieve the 3 objectives stated in the introduction chapter. The results obtained
from primary research will be analysed in the next chapter, in order to answer the
research objectives and achieve the aim.

28
Chapter 4: Findings and Analysis
4.1 Introduction

This section shows the important findings from primary research. Questionnaire
responses are quantitatively analysed using graphs and tables and interview responses
are qualitatively analysed using a tabular method. The analysis and findings in this
section will help in achieving the 3 research objectives. These findings are then
analysed with references to the secondary research in the next chapter i.e. discussion
chapter.

29
4.2 Quantitative - Questionnaire findings & analysis

Figure 1

Consumers preferred channel for shopping

50

40
Internet
No. of 30
Shopping malls
shoppers
Catalogue
20
TV Media
10 60%
26%
10% 4%
0
Shopping channels

From the above graph, we can see that internet is the most motivated channel for
shopping with 60% of shoppers, followed by shopping at malls with 26%, then 10%
shopping via catalogues. Almost half of the online shoppers therefore shop in malls.
Only 4% use TV media for shopping. This clearly suggests consumers mostly use the
internet for shopping as it is convenient than other channels.

Figure 2
Shoppers having Internet access Shoppers having a nearby shopping mall
access fromhome:
No
18%
Yes 22%

No 78%
Yes
82%

The above graph shows, 82% of shoppers have access to internet and 78% of shoppers
do not have access to a nearby shopping mall from where they live. The results are very
meaningful, 78% of consumers who do not have access to a nearby shopping mall
maybe the likely shoppers of internet (82%) and the 18% who do not have internet
access are the likely shoppers to the mall (22%).

30
Figure 3
How often shoppers use the Internet for
product/service purchases:
50
No. of shoppersss

40
Daily
30 Every 2-4 days
Weekly
20 Monthly
42% Other
10 26%
4% 6% 22%
0
Visits to online shopping

Here we can see that 22% of online shoppers shop monthly, 42% of shoppers shop more
than once a month and 36% of shoppers shop from daily to weekly basis. This result is
considerably higher than 8% of mall shoppers shopping from daily to weekly basis
(Q9). This is due to the convenience of 24/7 online shopping helping shoppers to
acquire the utilitarian value for small purchases such as groceries and books. This
therefore relates to the findings from graph 7, showing e-shoppers are likely to spend
more money online than in shopping malls. For graph 7 refer to appendix 5 Pg 59

Figure 4

Shoppers level of importance for Internet shopping and Shopping in malls

Internet shopping 50 Respondents % Shopping at malls 50 Respondents %

Saves time 42% Saves time 6%
Fun to shop 10% Fun to shop 50%
Useful 12% Useful 26%
Well organised 18% Well organised 8%
store store
Easy to find items 18% Easy to find items 10%

From the above table, we can see that saving time is very important for 42% of online
shoppers, followed by 18% of importance for easy to find items and organised store.
Fun to shop is not very important for 10% of e-shoppers. In comparison to shopping in
malls, the table suggests that almost half of the shoppers (50%) find the fun to shop in

31
malls very important, followed by 26% of shoppers for usefulness and only 6% of
shoppers see saving time as not very important.

32
4.3 Qualitative – Focus group findings & analysis

Shopping in Mall Shopping online

Motive towards 6/7 shoppers 1/7 shoppers
convenience ‘Sitting at home and shopping on the ‘Open 24/7 and gives free delivery and
net is so boring…like to adventure new free returns. Why waste time when you
items in shopping centres’ can save time with a touch!’

Motive towards 5/7 shoppers 2/7 shoppers use Amazon and/or eBay to
enjoyment ‘Because its fun’ shop. ‘These sites are boring and do not
‘Shopping in malls is so much fun. The give the enjoyment as shopping in malls’
mall entertainment cannot be replaced ‘Bidding for products and reading
at home or work’ product reviews is actually a waste of
‘When shopping from home or work, I time’
still feel stressed and tired. Going to
malls for shopping is a relaxation and
helps me forget problems. It is fun!’
‘I and my friends go to malls for the
enjoyment and entertainment. There are
many restaurants in malls, cinemas…
you want to spend a day out and visit
the shops’
‘I shop online during Christmas, avoid
so much hassle’

Motive towards 5/7 shoppers 2/7 shoppers

usefulness ‘want to touch and feel the products’ ‘Provides a wide range of products -
‘I bought a gaming chair from display very resourceful in acquiring what I
because it gave the ability to touch and want’
physically examine the product, ‘When I want to find out products
otherwise would not have bought it by features, use the internet to search…very
online’ useful and convenient. To check for this,
‘Can’t find a product - sales assistants a trip to shopping mall would be costly’
are helpful in finding and deciding
products. When shopping on the
internet, there is no help – have to go to
chat rooms to chat with people - time-
consuming’

Motive towards 2/7 shopper 5/7 shoppers: ‘I can possibly find the
ease of use ‘I enjoy shopping in Primark but a huge item I want online which is difficult to
problem is that it is difficult to find browse for in shopping malls’
items - messy…and the layouts don’t ‘I visited Argos.com, couldn’t find a
seem very appealing’ DVD player that I wanted, used a search
button and instantly found it’
‘Wanted to buy a pair of party shoes
from Faith…never got round to finding
them...so had to e-shop from Dolicis’

From the above table, many shoppers found ‘the net as boring to shop’ and therefore
want to shop in malls ‘because its fun’. One respondent suggested ‘Shopping in malls is
so much fun…the mall entertainment cannot be replaced at home or work’. Moreover,
‘there are many restaurants in malls, cinemas…you want to spend a day out and visit

33
the shops’. Even those shoppers having shopped in sites such as Amazon and eBay said
‘these sites are boring and do not give the enjoyment as shopping in malls…bidding for
products and reading product reviews is actually a waste of time’. However, for one
shopper, e-shopping is not a waste of time but saves time ‘with a touch’. In addition,
‘provides a wide range of products’ and the accessibility ‘to find out products features’.
‘To check for this, a trip to shopping mall would be costly’. By contrast, for many
shoppers ‘the touch and feel of the product is very important’. Although, the e-shop
provides a search option, shopping malls also provide sales assistants to help ‘find a
product and in deciding products’. These shoppers argue, ‘when shopping on the
internet, there is no help and have to go to chat rooms to chat with people - time-
consuming’. Consequently, whilst many enjoy shopping in malls, ‘a huge problem is
that it is difficult to find items - messy…and the layouts don’t seem very appealing’.
Overall these results are very important and symptomatic to the study but only the
highlighted results will be looked into the next section with reference to the secondary
research.

A complete script of focus group discussion is found in Appendix 6 Pg 61

34
4.4 Conclusion

The findings from primary research are analysed and this will further be discussed in-
depth in the next chapter with references to the secondary research found in the
literature review section. All the objectives have been met and this section has also
helped in achieving the aim. Both the aim and objectives will be successfully achieved
in the next chapter. The answer to the aim and objectives will be clearly outlined in the
conclusion chapter.

35
Chapter 5: Discussion
5.1 Introduction

This section will discuss the findings of primary research in detail with application to
the references from secondary research in the literature review section. The findings
will be discussed and evaluated whereby a critical analysis of this study’s results will be
performed. This chapter will either support or criticise the research done by former
authors.

36
5.2 Discussion

Questionnaire research indicates 60% of shoppers shop online because of the

convenience motive and there is evidence that internet allows easy access of 24/7
shopping (Hofacker, 2001). For majority of the students it is in their best interest to save
money on travelling, parking fees and other expenses despite having a loan. This
questionnaire results supports Dennis & Papamatthaiou (2003) findings that shoppers
using this ‘time-saving strategy’ are keen to spend more time online searching for
bargains leading to buying more. As the questionnaire findings indicate, 38% of
shoppers spend over £1000 online than only 6% who would spend that amount in malls.
An increase in spending is the result of students accepting the internet to shop at both
non-peak periods e.g. during their study time to buy books, food and during peak
periods e.g. Christmas. Shopping malls are the busiest during Christmas and would
therefore be inconvenient to shop e.g. facing the hassle of finding a car park. This
supports to the findings of Beatty and Smith (1987) commenting e-shopping benefits
are high and is particularly convenient ‘when the consumer is under time-pressure’
making the accessibility of internet shopping especially advantageous to consumers
(Childers et al, 2001). This suggests, shopping malls could be abolished as many
shoppers will continue to e-shop in the future.

From the 60% of online shoppers, 26% purchase most of their products in malls and
22% of shoppers are found to have a nearby shopping mall access. This clearly states
that these shoppers purchase fewer products online and the convenience of online
shopping would not motivate them. The reason for this is not being illiterate because all
students are educated and are familiar with using the internet but the fact that the
shopping mall is local. Therefore, it is the most convenient and may not find the hassle
to look for products. As a result, shoppers shop in the malls to achieve both the hedonic
(enjoyment) and utilitarian values (functional) in shopping (Childers et al, 2001).

BCSE (2001) indicates the number of consumers having internet access is only 3%
poorer households compared with 48% of more affluent households. However, the
questionnaire results shows 18% of students do not have internet access. 18% lacking
internet access would not necessarily mean students are poor (cannot afford internet
access) and would therefore shop in malls as it is convenient but for the advantage of
other factors such as the convenience of accessing internet e.g. from university or

37
nearby libraries at an absolute free cost or nearby internet cafes if not from their own
home. Shopping online for both high/low value items found at a cheaper price online
would definitely motivate the shoppers to e-shop and accept the new technology for
shopping.

However, 82% of shoppers have internet access which means the majority would accept
the internet to shop online. Another debate concerns how many of these shoppers use
the internet to actually purchase goods online? Many shoppers are found to be shopping
in malls or even cannibalising i.e. check for product attributes and bargains online and
go in-store to purchase. Shoppers who do this do not want to pay delivery cost.
However, many e-retailers are offering free delivery for orders purchased e.g. over £50.
As a result, the convenience of shopping online is a greater motive for consumers than
shopping in malls.

As mentioned in the literature review section of the report, Childers (2001) found that
enjoyment is more important for e-shopping that they described as hedonic as opposed
to utilitarian because shopping online gives the consumer the fun aspect and direct
involvement which it would not in bricks shopping. The findings of this report do not
support the findings of Childers (2001). It is found that 62% of shoppers visit shopping
malls (Q9) ‘once a month’ for product and service purchases than only 22% online
(Q6). This result is emphasised because shoppers have less time to shop on a
weekly/daily basis and therefore visit monthly to enjoy shopping in malls as a leisure
activity. This therefore supports the findings of Mintel (2000) suggesting ‘an increasing
proportion of people spend time looking around the shops as a leisure activity’ which
they would not normally do online and ‘the trend is most marked among younger
adults’. Consequently, this indicates shopping malls need to exist as a large number of
shoppers visit once a month for the enjoyment and entertainment purpose. However, the
difference between these findings and those of Childers is attributed to a long time
difference. His findings were done seven years ago and consumer motives and shopping
malls have changed considerably since then.

Not surprisingly it has been found, 36% of shoppers’ e-shop from daily to weekly in
comparison to only 8% shopping in malls. This could be due to the importance of time
factor that shoppers are lacking and therefore e-shopping for utilitarian value i.e. small

38
purchases such as groceries, books and stationary that they acquire the most. However,
the hedonic value is still at large for monthly shoppers to shop in malls.

Howard (2007) suggests, the enjoyment of leisure in malls has risen from an ‘increase
in active leisure facilities incorporated in malls’ such as catering, entertainment and
sporting facilities. Compare this from five years to 2001, only a quarter of all shopping
centres in the UK had “big box” leisure facilities such as bowling or cinemas. In the
previous 10 years, only around 8% had done so (BCSC, 2001). By 2001 there were 96
developments which were mainly composed of leisure uses, rather than just retail stores
(FPD Savills and TW, 2002). This research therefore supports my findings, where 50%
of shoppers (Q12) find ‘the fun to shop’ in malls very important than 10% of shoppers
online (Q11). As a result, the new facilities in shopping malls certainly motivate
shopper’s involvement as well as increase the fun to shop in malls than online.

It is also interesting to note that 10% of shoppers (Q11) find e-shopping not very
important and maybe boring because of the limited number of e-sites that allow
customisation and personalisation of products. Focus group results indicate, only 2/7
shoppers use Amazon and eBay to shop. They stated ‘these sites are boring and do not
give the enjoyment as shopping in malls’. This certainly suggests why many shoppers
visit shopping malls every month for the fun aspect although time is a constraint to visit
daily. This leads to the findings that 6% of shoppers (Q12) see saving time as not very
important because they rarely visit malls and the time invested in the malls would be
well worth for the enjoyment.

Dennis & Papamatthaiou (2003) claims that e-shopping is a useful motive in buying
desired products as e-retailers provide a wider and deeper range of products and
services. However, although technology acceptance allows searching for
products/services, we have seen that 26% of shoppers (Q12) find the importance of
shopping in malls more useful than 12% of shoppers (Q11) who find it as unimportant
in e-shopping. Therefore, according to the claim made by Dennis & Papamatthaiou, e-
retailers could be at risk for providing products and services online. 5/7 shoppers from
focus group stated that they ‘want to touch and feel the products’. One of the
respondents commented ‘I bought a gaming chair from display because it gave the
ability to touch and physically examine the product, otherwise would not have bought it
by online’. These findings supports the research of Alba et al (1997) and Peck and

39
Childers (2000) suggesting that the actual experience of examining a product prior to
purchase is vital and the need to personally examine products through touch is
particularly critical to consumers. Furthermore, the reports findings support those of
Hirschman and Holbrook (1982), where he said that the hedonic consumption is
acquired through the direct experience of products and consumers will be more likely to
buy the products if touched than those who are not touched as commented by Hornik
(1992). As a result, the motive to touch and feel the product is widely wanted and for
this reason, shopping malls will need to exist.

From the questionnaire results, 18% of shoppers can easily find the desired items online
without any great difficulty followed by well-organised store in third rank of
importance (Q11). As mentioned by Childers et al, (2001) in literature, this is because
of the simplicity of e-sites making e-shopping easier for consumers. 5 respondents from
a focus group said ‘that they can possibly find the item they want online which is
difficult to browse for in shopping malls’. Another respondent said: ‘I visited
Argos.com, couldn’t find a DVD player that I wanted, used a search button and
instantly found it’. These results therefore support McKinsey and McGovern (2002) study
suggesting that simplicity of e-site’ can lead to a likely e-purchase than a poor site that
can switch users to shop from elsewhere. Moreover, the findings also relate to those of
Dennis & Papamatthaiou (2003) research where he suggests that the free-flow layout in
e-shopping, can lead shoppers immediately to an end product by using a catalogue or a
search system. Consumers can directly access any page in the e-store from another
page.

This would however, be impossible to achieve in shopping malls. Therefore, Dennis &
Papamatthaiou (2003) suggest neat, clear and simple store layouts and visual
merchandise can ease the process of shopping in malls. One respondent said ‘I enjoy
shopping in Primark but a huge problem is that it is difficult to find items - messy…and
the layouts don’t seem very appealing’. This is because of the free-flow layout used in
Primark and also due to the different layouts and merchandise used in-stores making
shopping difficult. Looking at this, consumers are more likely to miss products as
commented by Dennis & Papamatthaiou and detracts the enjoyment and ease of use as
opposed to e-shopping. As a result e-shopping sites are advantageous than in-store due
to the accessibility of search option and products organised in a hierarchical order or

40
 catalogue system, than shoppers having to wade through irrelevant pages. With this
availability, simplicity of e-sites (simple e-graphics and e-design) is not necessary.
Therefore, one can reject Childers research as irrelevant.

However, to ease the process of shopping in malls, many shops in malls highly concentrate
on merchandising their products to encourage shoppers to stay longer and spend more. E.g.
TopShop, Next and Dorothy Perkins allocate their products according to product category
such as: casual wear, swimwear, party wear, summer wear and formal wear is further
categorised in e.g. short lengths, long lengths. Therefore, Tauber (1995) suggests shopping
depends on when and where a consumer can shop.

Moreover, as discussed earlier that shoppers are not motivated to shop in malls due to the
difficulty of finding products in free-flow and grid layouts, the availability of human
contact in shopping malls can certainly motivate shoppers to shop in malls. One focus
group respondent commented ‘when I can’t find a product, sales assistants are helpful in
finding and deciding products…on the internet there is no help - have to go to chat rooms
to chat with people - time-consuming’. Therefore, one can reject Dennis & Papamatthaiou
research – it is not only e-shopping that can lead shoppers immediately to an end product
by using a catalogue or a search system but shopping malls can also lead shoppers to an
end product by using sales assistants. As a result, contact with real people in shopping
malls such as sales assistants can help overcome the problem i.e. ease the process of
shopping, is also more useful and ‘the interaction is fun’ as commented by one of the focus
group respondents. Consequently, this suggests, shopping malls do have the benefits for
shoppers and can therefore motivate shoppers to shop in malls.

41
5.3 Conclusion

As seen, this section supportively and critically discussed the primary findings to those
carried out by past researchers. The results of primary research are discussed and linked
with secondary research found in the literature chapter. The objectives have been
successfully achieved by using the methodology, findings and analysis section. The
answer to the aim and objectives will be clearly outlined in the next section i.e.
conclusion chapter, followed by recommendations for this study and future research in
the next chapter.

42
Chapter 6: Conclusion
The aim of this study was to investigate shopper’s motives to shop online and in the
shopping mall for the need of shopping centres to exist. This depends on consumer
behaviour and their motives to shop at a particular channel. Majority of the shoppers have
access to internet and therefore accept the internet to only shop for utilitarian value such as
food and books and when then they are under time pressure such as during Christmas
whereby they don’t want the hassle to look for parking or stand in long queues. Therefore,
convenience is a great motive for shoppers to shop online than in malls.

However, contrary to previous findings, more shoppers shop in malls from daily to monthly
than online shoppers. Today, shopping malls are comprised with everything i.e. from food
shopping, to electronic shopping, clothing, stationary, health and beauty, gym, catering,
cinemas…etc. Shoppers therefore see shopping malls as a much more enjoyable and useful
motive to shop than e-shopping. The time and cost spent on travel is also worthwhile. In
this view, shopping malls can achieve both the hedonic and utilitarian values in shopping
than e-shopping.

Shoppers have more fun to shop in malls than online because of a limited number of e-sites
that allow customisation and personalisation of products. Shoppers involving in e-sites
such as Amazon and eBay that e.g. allow bidding for products, read product reviews and
visit chat rooms is further said to be boring. E-shopping is therefore de-motivating. New
facilities in shopping malls such as cinemas, catering and gyms provide a much more
enjoyable motive for shoppers to shop in mall than online.

Shoppers want to touch and feel the product as it is more important in the decision making
process than to search and browse from a deeper and wider range of products online.
Although ease of use is a greater motive for shoppers in e-shopping as it e.g. provides a
search button and is easy to find a product. Shoppers want to have interaction with real
people; it is more fun and involves them in the buying process than online. Interaction with
real people such as sales assistants is helpful in finding a product and also more useful in
deciding a product. Ease of use and usefulness in malls is therefore a greater motive for
shoppers to shop in malls than online.

43
In conclusion, shopping centres should exist as they fulfil consumer needs in every
possible way. Shoppers have motivations in retail shopping and shopping mall has
successfully achieved all the motives that motivate shoppers to shop in mall. Only two
motives were possibly achieved with online shopping. What's more, e-shopping is seen
to provide only the utilitarian value with technology acceptance while shopping malls
achieve both the hedonic (enjoyment) and utilitarian values (functional) in shopping.
Decisively shopping centres should therefore continue living seeing that shoppers have
motivations to shop in malls despite of the present phenomenon of internet shopping.

44
Chapter 7: Recommendations
7.1 Recommendations for the project

A large sample of respondents e.g. 200-300 should be surveyed to represent the findings
of the population as a whole.

The questionnaire survey should be conducted from various universities rather than one,
in order for the responses to be representative to the population as a whole. In addition
the survey should be conducted in various locations i.e. both affluent and non-affluent
areas to research the target customer better and achieve an unbiased survey.

Several interviews should be conducted with different shopping mall managers to gain
better insight into understanding what the managers thinks of its competitor i.e. the
internet and if the mall needs to exist with the internet shopping channel for shoppers.

The respondents for focus group sample and questionnaire sample should be obtained
on different days and times in order to provide a truly random representative sample. A
few more focus groups should be conducted to make the findings representative of the
population in the shopping field.

The focus group data should be recorded to gain accurate data and can also be useful if
the researcher wants to refer back to the responses.

7.2 Recommendations for future research

Customers now consider both catalogues and the internet as a viable alternative to the
more traditional shopping. Can shopping malls continue to survive with these two
shopping channels?

Experts say online shopping will increase in the future. However, shoppers still hold
strong motives to shop in malls. Can the developments of more shopping malls
dominate the internet?

Examine the effects of TPB (Theory of Planned Behaviour) on shopping centre

existence.

45
Online shopping has a greater advantage for the marketing and selling of consumer
goods. Therefore, benefits both the retailers and shoppers. So if shopping malls are
abolished, what impact will it have on mall shoppers who yet want to shop in malls?

Investigate the effect of advertising shopping malls through various channels such as
newspapers and magazines.

46
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49
Appendix 1

Other factors that come under shopper’s enjoyment motives to shop online are
customisation and personalisation of products:

Customisation refers to self-designed products. E.g. in the case of Nike, shoppers can
customise shoes with different colours, styles, names or messages. Thus, shopper
involvement in the design of the products adds considerable personal feel to the
shopping experience (Dennis & Papamatthaiou, 2003: p6). However, the most possible
disadvantage for self-customised products is the issue of returning goods. The cost of
custom products is also twice as higher than non-custom products, but many customers
are prepared to pay more for customised products (Evans, 2001 cited in Dennis &
Papamatthaiou, 2003: p6).

Personalisation refers to the self-matching of products with a ‘style builder’. E.g. in the
case of cosmetics, EZFace allows consumers to download a personal photo of them on
site and apply beauty products. Also provides a chat link so that shoppers can discuss
the look of themselves with friends. Hence, improving the involvement (enjoyment)
aspect of shopping online (Dennis & Papamatthaiou, 2003: p6). Some clothing e-
retailers e.g. Lands End keeps a database of sizes and items bought previously that is
available on shoppers next visit, to personalise the experience and save purchase time
(Dennis & Papamatthaiou, 2003: p6).

Personalisation and customisation of products online therefore entertains shoppers in

the shopping process rather than just obtaining the utilitarian value. E-sites such as these
can also motivate shoppers to stay longer by highly involving them with the site and
consequently lead to spending more.

50
Appendix 2 – Sample of questionnaire survey

Questionnaire
For my university project, I am conducting an investigation of consumer motives to
shop online and in the shopping malls to find out whether there is a need for shopping
malls to exist. Therefore, I have planned a set of questions to obtain your views of
shopping on the internet and shopping in malls. The questionnaire will take no more
than five minutes to complete. Your participation is highly appreciated and the
information you provide will be kept strictly anonymous and confidential.

Please tick only one answer unless otherwise stated:

1) What is your gender?

i) Male [ ] ii) Female [ ]

2) What is your age?

i) 18 – 21 [ ] ii) 22 – 25 [ ] iii) 26+ [ ]

3) What is your occupation?

i) Undergraduate student [ ] ii) Postgraduate student [ ]

4) Where do you shop for most of your products and services?

i) Internet [ ] ii) Shopping malls [ ] iii) Catalogue [ ] iv) TV
media [ ]

5) Do have internet access?

i) Yes [ ] ii) No [ ]

6) How often do you use the internet for product/service purchases?

i) Daily [ ] ii) Every 2-4 days [ ] iii) Weekly [ ] iv) Monthly [ ]
v) Other - please specify your main reason for shopping online ____________

7) How much do you spend on your product purchases for each time you shop
online?
i) Less than £100 [ ] ii) £100-£300 [ ] iii) £300-£600 [ ] iv) £600-
£1000 [ ] v) £1000+ [ ]

8) Do you have a nearby shopping mall access from where you live?
i) Yes [ ] ii) No [ ]

9) How often do you visit the shopping mall for product/service purchases?
i) Daily [ ] ii) Every 2-4 days [ ] iii) Weekly [ ] iv) Monthly [ ]
v) Other - please specify your main reason for shopping in malls ___________

10) How much do you spend on your product purchases for each time you shop in
malls?
i) Less than £100 [ ] ii) £100-£300 [ ] iii) £300-£600 [ ] iv) £600-
£1000 [ ] v) £1000+ [ ]

51
11) Indicate your level of importance from 1-5 for internet shopping for each of the
following:
1 = very important - 5 = not very important

i) Saves time _______________________

ii) Fun to shop ______________________
iii) Useful __________________________
iv) Well organised store _______________
v) Easy to find items I want ____________

12) Indicate your level of importance from 1-5 for shopping at malls for each of the
following:
1 = very important - 5 = not very important

i) Saves time _______________________

ii) Fun to shop ______________________
iii) Useful __________________________
iv) Well organised store _______________
v) Easy to find items I want ____________

Thank you for time in completing the questionnaire!

52
Appendix 3 – Sample of pilot survey

Questionnaire
For my university project, I am conducting an investigation of consumer motives to
shop online and in the shopping malls to find out whether there is a need for shopping
malls to exist. Therefore, I have planned a set of questions to obtain your views of
shopping on the internet and shopping in malls. The questionnaire will take no more
than five minutes to complete. Your participation is highly appreciated and the
information you provide will be kept strictly anonymous and confidential.

1) What is your gender?

Male [ ] Female [ ]

2) What is your age?

18-21 [ ] 22-25 [ ] 26+ [ ]

3) What is your occupation?

Undergraduate student [ ] Postgraduate student [ ]

4) What is your annual income?

Under 14000 [ ] 15-24 [ ] 25-34 [ ] 35-44 [ ] 45-54 [ ] 55-64 [ ] 65+ [ ]

5) Where do you shop for most of your products and services?

Internet [ ] Shopping malls [ ] Catalogue [ ] TV media [ ]

6) Do have internet access?

Yes [ ] go to question 7 No [ ]

7) How often do you use the internet for product/service purchases?

Daily [ ] Every 2-4 days [ ] Weekly [ ] Monthly [ ] Every 6-8months [ ]
Yearly [ ]
Never [ ]

8) Do you have a nearby shopping mall access?

Yes [ ] No [ ]

9) How often do you visit the shopping mall for product/service purchases?
Daily [ ] Every 2-4 days [ ] Weekly [ ] Monthly [ ] Every 6-8months [ ]
Yearly [ ]
Never [ ]

10) Indicate your level of preference/importance for each of the following?

1 = strongly agree and 5 = strongly disagree

1 2 3 4 5
Convenient Inconvenient
Saves time Time-consuming
Cheap Expensive
Fun to shop Boring to shop

53
 Attractive to shop Unattractive to shop
Useful Not-useful
Well spaced merchandise Crammed merchandise
Well organised store Unorganised layout
Good displays Bad displays
Easy to find items I want Difficult to find items I want
Neat/Clean Messy/dirty

Thank you for time in completing this questionnaire!

54
Appendix 4 – Sample of focus group questions

List of questions asked in a focus group

1) Where do you shop for most of your products and services? Internet or shopping
malls?

2) What are the main motives for you to shop there?

Would you consider to shop in malls if it was near you?

3) E.g. if you are to buy a gift for a friend, where would you go to buy it? Why?

4) Where do you enjoy shopping the most? Malls or online? Why?

Is e-shopping fun or boring for you?
When you shop for fun, do you buy more or less?

5) Do you shop in sites such as Amazon and eBay?

6) Does shopping mall give you the enjoyment?

7) Which is a useful channel for you to shop?

When searching for desired products from a wide range and comparing its
product attributes – does it affect your usability?
If you were touched to the product, would you buy more or less?

8) Which channel do you find easy to use: Internet or Malls?

Store layouts and merchandise affects shopping in malls
Do you get distracted from poor sites?

55
Appendix 5 – Questionnaire findings

Questionnaire Findings
Figure 1

Pie chart to show Gender:

Male 28%

Female 72%

Figure 2
Chart to show Age:

50

40 18 - 21
No. 30 22 - 25
of Shoppers
26+
20
58%
10 28%
14%
0
Shoppers Age

56
Figure 3

Chart to show shoppers occupation:

50

40 Undergraduate
88% students
No. of 30
Postgraduate
shoppers students
20

10
12%
0
Shoppers Occupation

Figure 4

Consumers preferred channel for shopping

50

40
Internet
No. of 30
Shopping malls
shoppers
Catalogue
20
TV Media
10 60%
26%
10% 4%
0
Shopping channels

57
Figure 5
Shoppers having Internet access

No
18%

Yes
82%

Figure 6
How often shoppers use the Internet for
product/service purchases:
50
No. of shoppersss

40
Daily
30 Every 2-4 days
Weekly
20 Monthly
42% Other
10 26%
4% 6% 22%
0
Visits to online shopping

58
Figure 7
The amount shoppers spend on product
purchases for each time they shop online:
Less than
£100
8%
£100 - £300
£1000+ 12%
38%

£300 - £600
26%

£600 - £1000
16%

Figure 8
Shoppers having a nearby shopping mall
access from home:

Yes 22%

No 78%

59
Figure 9
How often shoppers visit the Shopping mall
for product/service purchases:

50
Daily
40 Every 2-4 days

30 Weekly
No. of Monthly
62%
shoppers 20 Other

10 2% 6% 30%
0%

0
Visits to shopping mall

Figure 10
The amount shoppers spend on product
purchases for each time they shop in malls:
50
No. of shoppersss

40
Less than £100
£100 - £300
30
£300 - £600
£600 - £1000
20
48% £1000+

10 38%
6% 6%
2%
0
Spending on shopping £

Figure 11

Shoppers level of importance for Internet shopping and Shopping in malls

Internet shopping 50 Respondents % Shopping at malls 50 Respondents %

Saves time 42% Saves time 6%
Fun to shop 10% Fun to shop 50%
Useful 12% Useful 26%
Well organised 18% Well organised 8%
store store
Easy to find items 18% Easy to find items 10%

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 Appendix 6 – Focus group discussion script

Group discussion script

Convenience
1) Where do you shop for most of your products and services? Internet or
shopping malls?
• Shopping malls shoppers – 6/7
• Internet shoppers – 1/7

2) What are the main motives for you to shop there?

• Mall shoppers - 6 consumers:
2 - Convenience
4 - Socialising and enjoyment – sitting at home and
shopping on the net is so boring. I would really like to adventure new
items in shopping centres.
• Internet shoppers – 1 – convenience - because I hate travelling especially
in the cold. Problem in summer is I can’t find a nearby car park; also stores
don’t give good customer service. Shopping online is very easy - never had
a problem!
- Open 24/7 and gives free delivery and free returns. Why waste time
when you can save time with a touch!
Would you consider to shop in malls if it was near you? Yes, only for
small purchases e.g. stationary, 1 loaf of bread. I would only go if I know
what I want and where the item is located

3) E.g. if you are to buy a gift for a friend, where would you go to buy it?
Why?
• Online shoppers – 2/7 - first check online because I can compare product
features and prices. Then go buy in malls so don’t have to pay delivery
costs (cannibalising).
- Depends on purchase - If it’s a large purchase like washing machine or
microwave then I would definitely go buy online so I can get bargains.
Sometimes if you are lucky and you go at the right time, can get free
delivery.
- Convenient factor – search for bargain in early advance and then go in-
store to buy if the delivery is adding to the extra cost of purchase.
• Mall shoppers – 5/7 - go shopping centres to visit my favourite shops i.e.
Clintons, West one and Dorothy Perkins. They have good range of
products and good quality too.
- Go in-store so don’t have to pay delivery.
- Time factor – If I need it next day then would have to go malls.
- When it comes to gifts, it takes very long to make my mind up. Sales
assistants are very helpful. Can even grab a personal shopper and tell
him/her your friends interests and they can match you a useful gift.

Enjoyment
4) Where do you enjoy shopping the most? Malls or online? Why?
• Mall shoppers – 5/7 - Because I like to see the product.

61
 - Socialise and interact with other people.
- Because its fun. Shopping should be something which is fun to do.
Sitting at home and shopping is just not shopping. Must go out and do it!
- Entertaining – different environment and like to browse around.
- I and my friends go to malls for the enjoyment and entertainment.
There are many restaurants in malls, cinemas…you want to spend a day
out and visit the shops.
- 2 shoppers said Christmas is very painful to shop in malls. It is so busy
that there is no place to shop. The best products are taken or either out of
stock. I shop online during Christmas – avoid so much hassle.
- 3 shoppers – I actually like shopping in malls during Christmas. It is
busy but a festive period – so should enjoy it.
- Can interact with other shoppers for Christmas gift ideas and
decoration. Twice I have shopped from Homebase and because I was
caught buying loads of decoration stuff, the manager gave me a 20%
coupon and 50pounds off on an outdoor Santa statue. What a bargain!
The savings truly felt like a Christmas present from Homebase. I would
not have got this much online.
Is e-shopping boring for you? 5 shoppers said that they find it boring
and 2 shoppers said would not mind shopping online – particularly
during Christmas.
• Online shoppers – 2/7 – Involves you in the shopping process - same as in
the malls. But online can save time and enjoy shopping at your own
convenience.
- Because its fun.
When you shop for fun, do you buy more or less? 1 = less and 1 =
more
- Involves you in the shopping process - same as in the malls. But online
can save time and enjoy shopping at your own convenience.

5) Do you shop in sites such as Amazon and eBay?

- 2/7 shoppers use Amazon and/or eBay to shop. These sites are boring
and do not give the enjoyment as shopping in malls:
– Not used Amazon but eBay - bid for products.
- Search for bargains
– Use Amazon for emergency purchases – next day or 3day
delivery.
- Reliable
- 5/7 shoppers have never used these sites. Go to shopping malls to buy
books and stationary.
- Bidding for products and reading product reviews is actually a waste of
time.

6) Does shopping mall give you the enjoyment? Yes – 5/7 shoppers
- Shopping in malls is so much fun. The mall entertainment cannot be
replaced at home or work.
- When shopping from home/work, I still feel stressed and tired. Going to
malls for shopping is a relaxation and helps me forget problems. It is
fun!

62
 - Shopping malls give the opportunity to meet real people and have
interaction with real people. I think this interaction is fun and involves
you in the buying process than online.

Usefulness
7) Which is a useful channel for you to shop?
• Online shoppers – 2/7 - suggested internet because it is efficient and
effective:
- Provides a wide range of products - very resourceful in acquiring what I
want.
- Gathers all the information for me – very helpful.
- When I want to find out products features – I use the internet to search.
It is very useful and at the same time convenient. To check for this, a trip
to shopping mall would be costly.
When searching for desired products from a wide range and
comparing its product attributes – does it affect your usability?
- No, enhances usability – it is good.
- Comparing online is quicker, lowers the time to compare attributes.
- Does not increase time – sometimes I use comparison sites. Enter
exactly what I want, and they do the job for you in just seconds.
• Mall shoppers – 5/7 – want to touch and feel the products.
- It is important to physically check your products if you are going to pay
for the purchases.
- I bought a gaming chair from display because it gave the ability to touch
and physically examine the product, otherwise would not have bought it
by online.
- Touch and feel gives the self-involvement in the buying process, not
product reviews or chat with other users online.
- You can interact with real people.
- Can’t find a product, sales assistants are helpful in finding and deciding
products. When shopping on the internet there is no help - have to go to
chat rooms to chat with people - time-consuming.
So if you were touched to the product, would you buy more or less?
- 2 shoppers - for clothes – yes
- 3 shoppers - yes more important – buy more if touched.

Easy to use
8) Which channel do you find easy to use: Internet or Malls?
• Mall shoppers – 2/7 – I enjoy shopping in Primark but a huge
problem is that it is difficult to find items - messy…and the layouts don’t
seem very appealing.
- Shops change their layouts now and again. E.g. the Uxbridge
Debenhams renovated the women’s section upstairs and the layouts have
all changed. Took me longer to browse in the Wallis department…you
are so used to the old style and now have to adapt to new changes.
- With different layouts…stores tend to be much unorganised - products
are in the wrong place
Store layouts and merchandise affects shopping in malls?
• Online shoppers – 5/7 – I can possibly find the item I want online which is
difficult to browse for in shopping malls.

63
5/7 shoppers
‘Because its
fun’
‘Shopping in
malls is so
much fun.
- I visited Argos.com, couldn’t find a DVD player that I wanted, used a
search button and instantly found it.
- Using internet is the simplest and easiest – no technology is easier to
use than internet.
- Sometimes it is difficult to look for the items you want e.g. I wanted to
buy a pair of party shoes from Faith…never got round to finding them.
Shops don’t sell it because that range is only available through internet…
so had to e-shop from Dolicis although I really liked the pair from Faith.
Do you get distracted from poor sites?
- All shoppers said yes - would convincingly encourage to shop from
other e-sites.
- I sometimes like to e-shop from Morrison supermarket but they don’t
sell products online. So have to go in-store to buy. They should sell more
products online.
- Tesco.com is very poor. Don’t even have a search button on front page!

64