Abstract

The purpose of this article is to identify impacts of the mall attractiveness on the customer experience in the retailing industry in Vietnam. The research model is built based on previous research and the empirical research is conducted to test the research model. The PLS-SEM was employed to analyze the data collected by interviewing 220 respondents with structural questionnaires at several shopping malls in Ho Chi Minh city. The result shows that there is five mall attractiveness: mall essence, popularity and promotional programs, internal atmosphere, personal service, recreational options have impacts on seductive experience and social recreation experience.