In spite of the growth of different internet shopping services, most people opt to go to the mall or shopping sites (Dholakia & Firat, 1999). It is said that people mostly visits supermarket or shopping malls. Accordingly, there are two basic types of shoppers. The first one are people who are concern with the utilitarian contexts or those who considered it as a type of work (Banin et al. , 1994). In this regard, unless purchases are considered, shopping trip is meaningless for such type.
For some people, shopping does not concern utilitarian outcomes. Herein, their concern is about entertainment and enjoyment, i. e. hedonistic values which are experienced in times of shopping. Moreover, the shopping contexts may represent both the experiential and instrumental process (Crowley et al. , 1992). With this shoppers may derive pleasure from the key process, in addition to the purchased products (Rook, 1987). It seems that the pleasures which came from the process of shipping is further given emphasis by the context of consumption.
As there are massive developments in terms of material life as well as the attendant cultural practices, the consumption concepts also known as consumerism is comprised (Huat, 2003). Gradually, the consumption context is being stressed as a consumption of images and signs instead of a simple appropriation of utilities. This context suggests that people in consumption societies may intentionally seek for self-image as well as status by leisure activities and in the manners of eating, dressing and living.
With this, the context of going to the shopping malls are said to be changing depending on the purpose of the individuals. Primarily, the main goal of this paper is to analyse the non-commercial reasons for going to the mall. People who go to the mall have some unique reasons and intentions aside from buying and availing what they desire. There are also called some non-commercial reasons for going to the mall.
Accordingly, the mall can be considered as a place where the most recent creative energy and reasons are seen in one location. Through the shopping malls, people going there are being exposed to the real of culture, art and technology. In the totally, shopping malls are described as a new spatial type that is a synthesis of consumption and leisure activities which are held apart by being located in various sites, performed at different periods of time or conducted by various people (Chaney, 1991).
One of the non-commercial reasons of going to the mall is to go there for leisure activities. Accordingly, shopping malls nowadays provides the integration of consumption activities long though to be done with leisure activities. Some people who go to the shopping malls are foregrounds on shopping malls perceived as theater stage to be observed by passers-by who may sensationally participate in the lively and bustle activity of the mall without having to spend some money.
In this regard, the commercial-reasons which might have once been noted as simply part of the reproduction of economic aspect and labours comes to share its spaces with entertainment and leisure activities. Differences emerging from economic class and status disparities are integrated with compensating cultural and creative intentions, lack of political power is dislodged by superior performance in a place which endorsees a specific theatricality in which all becomes a part of the play at the same time as forming an audience.
In this regard, a spectacle which is noted by the change of looks and gazes has been able to complement the theatrical display of goods and commodities (Shields, 1992). Aside from this, another non-commercial reason is based on the individual behaviour and group integration, alterations in the built environment linked with stressing different forms of reasons such as loitering and aimless strolling as well as relaxing and entertainment. Such aspects focus a shift from the purposive behaviour that provides the reason for gong to the mall.
It can be said that shopping malls today encourages a new type of shopping behaviour in a deterministic manner and the establishments are being made to accommodate the needs of the shoppers for the new combination of consumption activities and leisure activities. Accordingly, shopping malls today provides many shoppers variety of reasons to shop without spending some money (Klaffke, 2004). The shopping malls today are not just about commercial purposes but also enhancing individuality and entertainment.
It can be noted that shopping malls are not simply a place of exchanging commodities; it could be a place for promoting life style and determining social status. For the concept of lifestyle, some reviews have referred it as a systems concept. This is referred to as the distinctive or characteristic condition of living; accordingly, shopping can be considered as a representation of a cultural revolution. Hence, one of the non-commercial reasons is to establish a new lifestyle image.
According to some studies, another non-commercial reason of going to the mall is to establish a substitute for religious meaning. Accordingly, in the absence of faith, malls can provide people with religious meaning which provides sacred experience, transcendence, renewal and shared experience. In this regard, shopping malls or consumption sites testify to the division of traditional distinctions between varieties of spheres of value which involved both public and private reality of individual experiences.
Going to the shopping malls may have different purposes and intentions depending on the needs of the people and it provides distinctions between leisure, consumptions, culture and economy an the difference between art and life (Shields, 1992). It can be said that the context of shopping has become an aspect of initial bonding among people, which mediates intimate interactions between families, friends, new acquaintances which are sometimes hard to do at home.
Shopping malls occupy a place of prominence in different economy in observations of the massive potentials with regards to attracting various shoppers in different parts of the malls. It can be said that going to the mall nowadays does not give priority on fulfilling our desires buy buying the things we need at the shopping mall. It can be said that people who go to the mall have their non-commercial reasons. It can be concluded that these reasons are being influenced that affects the shoppers in terms of the shopping objectives and preferences.
The concepts of knowing the true reasons for going to the malls were formulated with the notion that shopping malls nowadays are not really made for shopping but also intend to make people more relax, entertained and enjoyed while staying at the mall. By and large, it can be said that aside from shopping, going to the mall have different non-commercial reasons such as relaxation, entertainment, enjoyment, excitement, social inclusion and other reasons. Whatever the reason is, changes in the market environment also affects why people go to the mall.