Creating greater entertainment experiences at shopping centres: an exploratory study
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Entertainment is an integral part of the shopping centre environment. There are numerous studies on consumer satisfaction, but few studies have examined shopper satisfaction derived from entertainment consumption in shopping centres. Through a qualitative pilot study, this paper examined the joint impact of consumption motives and emotions on overall satisfaction of entertainment-seeking shoppers. In this study, entertainment shoppers are deemed to have dual consumption motives, namely social and escape motives. Consistent with the congruency theory, this study found that shoppers who reported ordinary overall satisfaction were those whose emotive experiences matched their consumption motives. Moreover, in order to create extraordinary overall satisfaction, shopping centre management may consider designing entertainment that evokes stronger positive emotions to exceed shoppers’ consumptions motives.
ANZMAC 2002 Conference Proceedings
© The Author(s) 2002. The attached file is reproduced here in accordance with the copyright policy of the publisher. For information about this conference please refer to the conference’s website or contact the author(s).