Dressed to Impress, Destined to Return? Conspicuous Shopping, Shoppers' Well-being, and Re-Patronage Intention: The Moderating Role of Mall Sophistication

Abstract

This study examines the direct relationship between conspicuous shopping and shoppers' well-being (SWB), and the direct relationship between SWB and re-patronage intention (RPI). It further tests the moderation effect of mall sophistication in the conspicuous shopping and SWB relationship. A mall intercept survey was used to collect data from shoppers at two leading shopping malls in Lahore. Of the 400 questionnaires distributed, 340 were returned and 309 were retained as valid for analysis. All proposed constructs were measured by adopting seven-point Likert scale, and the proposed relationships were examined using Partial Least Squares Structural Equation Modelling (PLS-SEM). Results show that conspicuous shopping has a significant and positive relationship with SWB, and that SWB is a significant predictor of RPI. Furthermore, mall sophistication significantly moderates the association between conspicuous shopping and SWB. This study provides both theoretical extension and practical guidance for mall management on cultivating a sophisticated retail environment.