Abstract

Purpose: This study aimed to investigate how the characteristics of complex shopping malls as the third place influence consumers’ quality of life. To achieve this goal, the third place was conceptualized in terms of spatial characteristics and operationalized through four dimensions: concentration place, communication place, self-expression place, and relaxation place. The research sought to elucidate how these third-place attributes within complex shopping malls affect consumers' quality of life through retail therapy. Research design, data and methodology: To empirically test the proposed model, a survey was conducted targeting consumers who had visited a complex shopping mall located in the Suwon area of South Korea. The data were analyzed using structural equation modeling. Results: The findings revealed that three third place characteristics—concentration, self-expression, and relaxation—significantly and positively influenced retail therapy. However, the communication place characteristic was not statistically significant. Furthermore, retail therapy was found to positively affect both the cognitive and affective dimensions of well-being, thereby enhancing the overall quality of life of consumers. Conclusions: This study underscores the importance of understanding complex shopping malls not merely as consumption spaces, but as psychologically and socially meaningful environments for consumers. By fulfilling various psychological needs and offering experiential value, complex shopping malls can play a pivotal role in enhancing consumer well-being.