The Effect of Shopping Mall Image on Consumer Behavior in Indonesia

Abstract

This study investigates the effect of shopping mall image on customer behavior in Indonesia. We hypothesized that shopping mall image strongly effect consumer behavior, to be specific, the probability of buying, coming back to the shopping mall and spreading positive word of mouth WOM. Be that as it may, congruity-reflected by ‘self-image congruity’ and ‘social-image congruity’— had no impact on. We ascribe this unforeseen finding to Indonesians scoring low on Hofstede’s components of Individualism and Indulgence. The survey conducted showed that there was high self-image congruity among consumers just as congruity with different customers, however most of them were reluctant to let it be known influences their shopping conduct-seemingly, that would act as self-indulgent and show an absence of restriction with deference to controlling their wants.