PT  - JOURNAL ARTICLE
AU  - Haiyan Hu
AU  - Cynthia R. Jasper
TI  - Understanding the Shopping Experience and Its Implications for Malls as Marketing Media
AID  - 10.2501/JAR-2018-024
DP  - 2018 Jun 01
TA  - Journal of Advertising Research
PG  - 151--164
VI  - 58
IP  - 2
4099  - http://www.journalofadvertisingresearch.com/content/58/2/151.short
4100  - http://www.journalofadvertisingresearch.com/content/58/2/151.full
SO  - J Advert Res2018 Jun 01; 58
AB  - A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium. The authors devised a scale to measure mall-shopping experience. They conducted interviews to collect consumers' accounts of experiences in malls, then developed an initial list of scale items. The final scale, based on the data collected from a random consumer sample, includes 22 items with eight dimensions: escapism, browsing, socialization, activity, shopping for fashion products, uniqueness, service, and aesthetics. The authors established reliability and validity of the scale and found support for the effects of shopping experience on mall patronage.