RT Journal Article
SR Electronic
T1 Understanding the Shopping Experience and Its Implications for Malls as Marketing Media
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 151
OP 164
DO 10.2501/JAR-2018-024
VO 58
IS 2
A1 Haiyan Hu
A1 Cynthia R. Jasper
YR 2018
UL http://www.journalofadvertisingresearch.com/content/58/2/151.abstract
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.