Purpose This study was carried out to identify mall image dimensions, analyse and discuss how shopping well-being is influenced by mall image and impacts on mall loyalty with the moderating role of gender differences. Besides, the relationship between hedonic value (HV) and utilitarian value (UV) on shopping well-being are investigated. The paper aims to discuss these issues. Design/methodology/approach Through a questionnaire, data were obtained from shoppers at the biggest and the most remarkable malls in Tehran that has a high level of brand awareness. A two-stage method of structural equation modelling was used for testing the hypotheses. Findings The results show that shopping well-being is affected by mall image and HV but not by UV. In addition, as indicated in previous researches, this study supports the idea that shopping well-being influences mall loyalty. In other words, it is argued that shopping well-being is more about pleasure and fun than doing task-oriented activities. Originality/value Most of the mall image dimensions overlapped each other, therefore the purpose of this research is to choose and introduce the best and the most comprehensive combination of those dimensions. Also, in spite of the recent emergence of the shopping well-being concept, it has proved to be delicate in the Iranian context through value, consumer well-being, consumption experiences and sociological life space theories in the quantitative method. In addition, this study shows that shopping well-being is a subjective well-being. This is in contrast to what the common Islamic philosophers opine. Additionally, not only did it propose how to make shoppers more loyal through shopping well-being, but it also discussed the role of gender difference on the subject of shopper loyalty phenomenon. More importantly, this study enables other researchers to investigate cultural differences in this region and make it possible to compare Middle Eastern Countries, especially Iran, to other countries.

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