The main goal of this paper is the discussion of key factors that determine the underlying motivation of certain kinds of young consumer behavior in terms of selection of shopping malls as places of shopping for goods and services. The identification was based on an available literature and on a verification of the power of influence of selected determinants on the underlying motivation of consumer behavior. A theoretical model is proposed, which has been subjected to a verification process using structural modeling (SEM). The authors observed significant relationships between principal factors such as personal factors, mall environment, situational factors,and mall visiting among young consumers. Furthermore, in the opinions expressed by young shoppers, the mall environment and situational factors were significantly higher rated than personal factors. In addition, the authors found that the young shoppers’ personal factors section needs improvement.
Anna Irena Szymańska [firstname.lastname@example.org], Management Institute, Department of Trade and Market Institutions Cracow University of Economics ul. Rakowicka 27, 31-510 Kraków, Poland
Monika Płaziak [email@example.com], Institute of Geography, Department of Geography of Urban and Rural Areas Pedagogical University of Krakow ul. Podchorążych 2, 30-084 Kraków, Poland