Understanding Satisfaction Formation of Shopping Mall Entertainment Seekers: A Conceptual Model

Abstract

Entertainment consumption is a common activity in the shopping centre environment. However, very little research (e.g. Parsons, 2003; Sit, Merrilees and Birch, 2003) has examined the concept of entertainment consumption in the shopping centre context. Hence, this conceptual paper presents a research model which aims to understand shopper satisfaction with entertainment consumption. The proposed model is an extension of the recent work conducted by Sit, Merrilees and Grace (2003). The model comprises five key constructs, namely hedonic motives, functional evaluation, affective evaluation, overall satisfaction, and behavioural loyalty. Relationships between these constructs are discussed, together with research propositions, which will be empirically tested in future research. Research implications of the conceptual model are presented.