Can Australian Shopping Centres Sustain the Small and Medium Enterprises in the Digital Economy?

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Author(s)
Khangembam, Vikram
Griffith University Author(s)
Year published
2018
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This paper aims to comprehend the prospect of small independent retailers ‘in categorised
shopping centres by analysing consumer browsing behaviour in the Australian retail market.
Furthermore, the paper examines the significance of extended trading hours in facilitating
consumer browsing behaviour in shopping centres. The role of browsing behaviour in shopping
centres is important as previous studies indicate shoppers visit a shopping centre with predetermined
purchase objectives more often. Thus, dissemination of information to potential
customers has become the core strategy for sustaining growth in the digital economy. ...
View more >This paper aims to comprehend the prospect of small independent retailers ‘in categorised shopping centres by analysing consumer browsing behaviour in the Australian retail market. Furthermore, the paper examines the significance of extended trading hours in facilitating consumer browsing behaviour in shopping centres. The role of browsing behaviour in shopping centres is important as previous studies indicate shoppers visit a shopping centre with predetermined purchase objectives more often. Thus, dissemination of information to potential customers has become the core strategy for sustaining growth in the digital economy. The results of this research indicate online shopping to influence consumer browsing behaviour within a shopping centre, especially at the regional shopping centres. Furthermore, shoppers’ are becoming more goal oriented and the browsing activity is steadily shifting towards online shopping. This has diminished the attractiveness of mid-size shopping centres the most, whereas, the larger sized shopping centre are highly preferred by shoppers’ for browsing activity. In addition, results show positive prospects for larger size shopping centres despite the online shopping influence in the Australian retail market.
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View more >This paper aims to comprehend the prospect of small independent retailers ‘in categorised shopping centres by analysing consumer browsing behaviour in the Australian retail market. Furthermore, the paper examines the significance of extended trading hours in facilitating consumer browsing behaviour in shopping centres. The role of browsing behaviour in shopping centres is important as previous studies indicate shoppers visit a shopping centre with predetermined purchase objectives more often. Thus, dissemination of information to potential customers has become the core strategy for sustaining growth in the digital economy. The results of this research indicate online shopping to influence consumer browsing behaviour within a shopping centre, especially at the regional shopping centres. Furthermore, shoppers’ are becoming more goal oriented and the browsing activity is steadily shifting towards online shopping. This has diminished the attractiveness of mid-size shopping centres the most, whereas, the larger sized shopping centre are highly preferred by shoppers’ for browsing activity. In addition, results show positive prospects for larger size shopping centres despite the online shopping influence in the Australian retail market.
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Conference Title
Proceedings of the 14th Australasian Urban History Planning History Conference 2018: Remaking Cities
Copyright Statement
© The Author(s) 2018. 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).
Subject
Commerce, Management, Tourism and Services not elsewhere classified
History and Theory of the Built Environment (excl. Architecture)