Enhancing Shoppers’ Experiences and Building Mall Loyalty: The Role of Octomodal Mental Imagery (OMI) and Management Dimension-Evidence from the Yangtze River Delta Region of China

This study investigated the impact of Octomodal Mental Imagery (OMI) and management dimensions on shoppers’ experiences mall loyalty. The was collected through “Questionnaire Star,” 358 valid data points were obtained. analyzed using SPSS27 AMOS28. results showed that sensory attributes such as visual, tactile, gustatory, olfactory positively influenced in OMI, while auditory attribute had no significant effect. Spatial, a structural experiences, whereas autonomy kinesthetics did not have considerable Tenant mix entertainment impacted management, accessibility also found loyalty, hedonistic motivation more substantial effect than utilitarian motivation. is first to examine OMI experiences. It fills gap literature this relationship. examines combined (accessibility, tenant mix, entertainment) overall shopper’s experience, filling Chinese shopping extending generalizability theory. further explores relationship between loyalty moderating incentive orientation. critical implications for managers. Strengthening mental image will enhance build allowing brick-and-mortar malls remain competitive sustainable today’s highly popular e-commerce environment.