Citation

Khairuddin, Ilham Khalisah (2024) Factors influencing millennial women's intention to shop offline in shopping malls: A qualitative study. Masters thesis, Multimedia University.

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Abstract

The Malaysian retail sector experienced significant growth driven by the purchasing power of millennials, leading to an increase in shopping malls in the urbanized Klang Valley. Despite the rising popularity of e-commerce, physical shopping malls remained frequented, indicating that in-store demand persisted. Although male shoppers have become more common in malls, female shoppers continued to dominate, exhibiting greater enthusiasm for shopping. Limited qualitative research has been conducted on the shopping habits of Malaysian women in physical stores. This study explored the factors motivating millennial women to visit shopping centers in Klang Valley, Malaysia, utilizing qualitative methodology. The findings provide insights for mall owners and merchants to enhance supportive elements, thereby creating a distinctive shopping experience that attracts visitors and increases mall value. The research aimed to comprehensively understand the determinants influencing millennial women's intention to shop offline, including the impact of mall atmosphere and in-store experience, and to identify effective strategies for enhancing offline shopping engagement among this demographic. Ultimately, this study contributes valuable knowledge for developing targeted strategies to sustain the vitality of physical shopping environments in the face of growing digital retail trends.

Item Type:	Thesis (Masters)
Additional Information:	Call No.: HF5415.32 .I44 2024
Uncontrolled Keywords:	Consumer behavior
Subjects:	H Social Sciences > HF Commerce > HF5001-6182 Business > HF5410-5417.5 Marketing. Distribution of products
Divisions:	Faculty of Management (FOM) > MBA Programme
Depositing User:	Ms Suzilawati Abu Samah
Date Deposited:	22 May 2025 04:42
Last Modified:	22 May 2025 04:42
URII:	http://shdl.mmu.edu.my/id/eprint/13801

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