This research investigates the impact of multifunctional commercial complex features on investor and entrepreneur motivation and urban development. The study involves a sample of 422 entrepreneurs and commercial unit owners, selected through convenience sampling and surveyed using a structured questionnaire. The research framework is based on the Stimulus-Organism-Response theory, conceptualizing shopping center attributes, investment motivation, and urban development as multidimensional constructs. Data were analyzed using second-order factor analysis and covariance-based structural equation modeling, supporting the proposed hypotheses. The study validates the measurement tool through various reliability and validity indicators. Findings reveal a significant positive influence of shopping center characteristics on investment motivation and urban development, as well as the effect of investment motivation on urban growth. Recommendations for enhancing shopping center management include refining collective marketing strategies, optimizing tenant composition, aligning with local lifestyle preferences, and improving facility, financial, and accounting management, as well as considering location and structural attributes. This research contributes to the field by integrating endogenous growth theory with the Stimulus-Organism-Response framework, applying a multidimensional approach within a unified model.