• Journal of Fashion Business
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• v.21 no.6
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• pp.122-138
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• 2017

Shopping malls in Korea have grown in size and number, and their one-stop convenience has expanded to include various retail stores, service outlets, and entertainment providers. This study closely examines the shoppers' experience in a shopping mall. Using the photo elicitation interview (PEI) method, this study aims to provide deeper understanding of the subjective perceptions and context of shopping mall users. Ten shopping mall users participated in this study. They visited a shopping mall and took photos from their points of view about the shopping experience, and later participated in a personal interview. Convenience, excitement, relaxation, and socialization are the major themes of a pleasant shopping mall experience. Crowdedness and ineffective store design are the major themes of an unpleasant shopping mall experience. Core contents of each pleasant and unpleasant theme are presented. Given the current retail environment where shopping malls are continuously expanding, understanding the behavior and perception of consumers related to shopping malls is important in designing and providing a compelling experience in shopping malls.