الفهرس 
IntroductionOnly 14 pages are availabe for public view
 |  | from | 224 |  |  |
| | | from | 224 | | |
Abstract
The purpose of this study is to investigate the effect of hedonic and
utilitarian shopping motivations on the Egyptian consumers purchase
intention at shopping malls in Cairo with Gender and Regulatory Focus
Theory as moderating variables. The research used quantitative approach to
collect the data; 500 questionnaires were distributed to a Non-Proportional
Quota sample at three shopping malls in Cairo “City Stars Mall, Cairo
Festival City Mall and Sun City Mall”. The data collected from the
questionnaires were statistically analyzed using SPSS and AMOS 22
programs to conduct a Structured Equation Model, Confirmatory Factor
Analysis and a Path Analysis. The results showed that Hedonic Shopping
Motivations had a significant effect on the purchase intention of Egyptian
consumers at shopping malls in Cairo; however, Utilitarian shopping
motivations didn’t have a significant effect on the purchase intention.
Moreover, females had a significant effect as moderating variable on the
relation between hedonic shopping motivations and the purchase intention,
while, Males acting as a moderating variable had a significant effect on the
relation between utilitarian shopping motivations and the purchase intention.
Besides, Promotion focused orientation had a significant effect as a
moderating variable on the relation between hedonic shopping motivations
and purchase intention while prevention focused orientation had a significant
effect as a moderating variable on the relation between utilitarian shopping
motivations and purchase intention. The results of this research can be used
by marketers at shopping malls to provide them with a full understanding of
the consumers’ shopping motivations, gender and regulatory focus
characteristics and their effect on their purchase intention. As a result, they
can adjust the stores setup to match the needs of consumers with different
shopping motivations and characteristics that will increase their purchase