Assessment of Shopping Centres Attractiveness for Young Consumers – Application of Structural Modelling


  • Anna Irena Szymańska Uniwersytet Ekonomiczny w Krakowie Instytut Zarządzania Katedra Handlu i Instytucji Rynkowych
  • Monika Płaziak Uniwersytet Pedagogiczny w Krakowie Instytut Geografii Katedra Przedsiębiorczości i Gospodarki Przestrzennej



behaviour of consumers, SEM modelling, shopping mall, young consumers


The main purpose of the article was to identify the key determinants of young consumers’ behaviour in terms of choosing shopping centres as places for using the commercial and service offer. This identification was based on an analysis of the available literature on the subject and verification of the impact of selected determinants on specific consumer behaviour. The article presented four research hypotheses and a theoretical model, which was then verified using structural modelling (SEM). The developed model was also analysed in terms of the level of reliability and good fit. Based on the statistical analyses it was found that the modified structural equation model had all statistically significant coefficients, which allowed it to be considered relatively satisfying. This enabled the positive verification of three out of four research hypotheses. As a result of the applied structural modelling, statistically significant relationships were observed between the specified groups of factors, such as: personal factors, the specificity of the shopping centre and situational factors, and the visit of the shopping centre by young consumers. What is more, in the respondents’ opinion, the specificity of the shopping centre and situational factors were characterized by a significantly greater impact force on the tested respondents’ behaviour than personal factors. The modelling used data obtained as part of empirical research conducted on a group of 550 respondents.


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Author Biographies

Anna Irena Szymańska, Uniwersytet Ekonomiczny w Krakowie Instytut Zarządzania Katedra Handlu i Instytucji Rynkowych

Anna Irena Szymańska: PhD, Cracow University of Economics, Collegium of Management Sciences and Quality, Faculty of Management, Department of Trade and Market Institutions. Assistant professor in the Department of Trade and Market Institutions, Faculty of Management, Cracow University of Economics. Her research interests are related to the issue of consumer needs, preferences and market behaviour, collaborative consumption and other forms of access-based consumption, new trends in consumption and their implications for business strategies, as well as issues of entrepreneurship and innovation with particular emphasis on the SME sector and circular economy.

Monika Płaziak, Uniwersytet Pedagogiczny w Krakowie Instytut Geografii Katedra Przedsiębiorczości i Gospodarki Przestrzennej

Monika Płaziak:PhD, Pedagogical University of Krakow, Institute of Geography, Department of Entrepreneurship and Spatial Management. Assistant professor in the Department of Entrepreneurship and Spatial Management, Institute of Geography, Pedagogical University of Krakow. Member of the Polish Geographical Society. She received her MA and PhD in socio-economic geography from the Institute of Geography and Spatial Management, the Jagiellonian University in Krakow. Author’s research interests concern issues of spatial development in the context of location factors of enterprises, in particular personal factor. Author’s research works refer to the level and quality of life, with particular reference to small and medium-sized towns in Poland, and issues of functional changes in housing estates and city centres in Poland. Her research interests also include entrepreneurship and innovation of young people.


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How to Cite

Szymańska, A. I., & Płaziak, M. . (2020). Assessment of Shopping Centres Attractiveness for Young Consumers – Application of Structural Modelling. Studies of the Industrial Geography Commission of the Polish Geographical Society, 34(3), 96–108.

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