TY - JOUR T1 - Understanding the Shopping Experience and Its Implications for Malls as Marketing Media JF - Journal of Advertising Research JO - J Advert Res SP - 151 LP - 164 DO - 10.2501/JAR-2018-024 VL - 58 IS - 2 AU - Haiyan Hu AU - Cynthia R. Jasper Y1 - 2018/06/01 UR - http://www.journalofadvertisingresearch.com/content/58/2/151.abstract N2 - 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. ER -