The effects of emotional value, social value and sensory appeal value to mall repatronage intention in Kota Kinabalu, Sabah context / Fasihah Farhanah Ahmad Farrid

This study examines the effects of experiential values on mall repatronage intention in Kota Kinabalu, Sabah context. Emotional value, social value, and sensory appeal value are classified as the experiential value effects, identified as the dimensions of perceived values. This study is a quantitative study with a sample size of 250 patrons from the four major shopping malls with different characteristics in this city involving 1Borneo Hypermall, Suria Sabah, Karamunsing Complex, and Imago in Kota Kinabalu, Sabah. Smart Partial Least Squared (PLS) version 3.0 software, a structural equation modelling technique and Statistical Package for the Social Science (SPSS) version 24.0 were used to analyse data and frequencies. Results of this study found that emotional value has a significant impact on mall repatronage intention. Additionally, sensory appeal value affects mall repatronage intention in Kota Kinabalu, Sabah context if it is moderated by income. These findings strengthen the three dimensions from perceived values theory which hold that emotional value, social value, and sensory appeal value are important factors affecting mall repatronage intention with income as a moderator. Lastly, this study deepens the understanding of the way contemporary Kota Kinabalu, Sabah patrons can be effectively segmented and targeted by retailers and marketers of existing shopping malls in the city.