I study the location choice of competing shops. A shop can either be isolated or join a mall. A fraction of consumers is uninformed about prices and incurs costs to travel between market places and to enter a shop. The equilibrium mall size is computed for several parameter values, showing that mall and isolated shops can coexist. Several effects play a role. Mall shops attract more consumers, but isolated shops set a higher maximum price. Moreover, numerical evaluations show that an increase in mall size decreases the average price level and increases the participation level of uninformed consumers.

https://mpra.ub.uni-muenchen.de/20044/1/MPRA_paper_20044.pdf

Berdasarkan konteks di atas, mall shop sepertinya mengacu kepada toko yang ada di mal.