LOGIN TO YOUR ACCOUNT

Username
Password
Remember Me
Or use your Academic/Social account:

CREATE AN ACCOUNT

Or use your Academic/Social account:

Congratulations!

You have just completed your registration at OpenAire.

Before you can login to the site, you will need to activate your account. An e-mail will be sent to you with the proper instructions.

Important!

Please note that this site is currently undergoing Beta testing.
Any new content you create is not guaranteed to be present to the final version of the site upon release.

Thank you for your patience,
OpenAire Dev Team.

Close This Message

CREATE AN ACCOUNT

Name:
Username:
Password:
Verify Password:
E-mail:
Verify E-mail:
*All Fields Are Required.
Please Verify You Are Human:
fbtwitterlinkedinvimeoflicker grey 14rssslideshare1
Sit, Jason; Birch, Dawn (2014)
Languages: English
Types: Article
Subjects:

Classified by OpenAIRE into

mesheuropmc: endocrine system diseases
Identifiers:doi:10.1002/cb.1487
This paper presents an empirical framework for operationalizing passive versus active participation in the context of shopping mall entertainment events (e.g. school holiday events and fashion shows) and assesses the framework’s utility for segmenting and profiling shopping mall entertainment audiences. Exploratory factor analysis of data collected at shopping mall events revealed two distinct dimensions, “relax and be entertained” and “socialize and explore” reflecting passive and active participation respectively. Based on nine activities operationalizing passive versus active participation, two distinct audience segments reporting different levels of immediate and future shopping behaviors were identified. The “Engage Me” segment (active-dominant audience) was more likely to stay longer at the mall, purchase food and non-food items, share the event experience with others, and attend similar entertainment events in the future than the “Entertain Me” segment (passive-dominant audience). The activities operationalizing passive versus active participation were tested with 280 participants at two family-oriented shopping mall entertainment events. This paper extends the knowledge in the retail event marketing literature whereby it confirms passive versus active participation levels at retailing events, and verifies that passive and active participation levels can be measured and differentiated operationally. The findings provide insights on the utility of shopper participation level as a meaningful segmentation variable, pertinent to both the marketing and management of shopper experiences within a retailing entertainment event. Managerial implications and limitations of this paper are discussed.
  • The results below are discovered through our pilot algorithms. Let us know how we are doing!

    • Addis M, Holbrook MB. 2001. On the conceptual link between mass customisation and experiential consumption: an explosion of subjectivity. Journal of Consumer Behaviour 1(1): 50-66.
    • Andreu L, Bigne E, Chumpitaz R, Swaen V. 2006. How does the perceived retail environment influence consumers' emotional experience? evidence from two retail settings. International Review of Retail Distribution & Consumer Research 16(5): 559-578.
    • Barbieri K. 2005. The mall is dropping the ball. Amusement Business 118: 52-53.
    • Bernthal MJ, Graham PJ. 2003. The effect of sport setting on fan attendance motivation: the case of minor league vs. collegiate baseball. Journal of Sport Behavior 26(3): 223-239.
    • Bloch P, Ridgway NM, Dawson SA. 1994. The shopping mall as consumer habitat. Journal of Retailing 70: 23-42.
    • Boedeker M. 1995. New type and traditional shoppers: a comparison of two major consumer groups. International Journal of Retail & Distribution Management 23(3): 17-26.
    • Burns DJ, Warren HB. 1995. Need for uniqueness: shopping mall preference and choice activity. International Journal of Retail & Distribution Management 23(12): 4.
    • Carù A, Cova B. 2006. How to facilitate immersion in a consumption experience: appropriation operations and service elements. Journal of Consumer Behaviour 5(1): 4-14.
    • CBS News. 2012. Rethinking an American icon: the shopping mall. Available at http://www.lexisnexis.com/uk/nexis/results/docview/ docview.do?docLinkInd=true&risb=21_T16489718440&format= GNBFI&sort=BOOLEAN&startDocNo=1&resultsUrlKey=29_ T16489718444&cisb=22_T16489718443&treeMax=true&treeWidth= 0&csi=299488&docNo=6 [accessed on 20 January 2013].
    • Clifford S. 2012. Malls' new pitch: come for the experience. Available at http://www.nytimes.com/2012/07/18/business/malls-take-on-theinternet-by-stressing-the-experience.html?_r=2&pagewanted=all [accessed on 13 September 2012].
    • Davies A, Fitchett JA. 2004. 'Crossing culture': a multi-method enquiry into consumer behaviour and the experience of cultural transition. Journal of Consumer Behaviour 3(4): 315-330.
    • El-Adly MI. 2007. Shopping malls attractiveness: a segmentation approach. International Journal of Retail & Distribution Management 35(11): 936-950.
    • Evans K, Christiansen T, Gill J. 1996. The impact of social influence and role expectations on shopping centre patronage intentions. Journal of the Academy of Marketing Science 24(3): 208-218.
    • Frazer L, Lawley M. 2000. Questionnaire Design and Administration: A Practical Guide. John Wiley & Sons: Milton, Australia.
    • Gentry CR. 2004. Back-to-school mania. Chain Store Age August: 159-160.
    • Greenwell CT, Lee J, Naeger D. 2007. Using the critical incident technique to understand critical aspects of the minor league spectator's experience. Sport Marketing Quarterly 16(4): 190-198.
    • Hair JH, Black WC, Babin BJ, Anderson RE, Tatham RL. 2006. Multivariate Data Analysis (6th ed.). Pearson Prentice Hall: Upper Saddle River, New Jersey.
    • Harris L, Dennis C. 2011. Engaging customers on Facebook: challenges for e-retailers. Journal of Consumer Behaviour 10(6): 338-346.
    • Hightower R, Brady MK, Baker TL. 2002. Investigating the role of the physical environment in hedonic service consumption: an exploratory study of sporting events. Journal of Business Research 55: 697-707.
    • Hill RP, Robinson H. 1991. Fanatic consumer behavior: athletics as a consumption experience. Psychology & Marketing 8(2): 79-99.
    • Hirschman E. 1980. Innovativeness, novelty seeking, and consumer creativity. Journal of Consumer Research 17(December): 283-295.
    • Holbrook M. 1996. Customer value: a framework for analysis and research. Advances in Consumer Research 23: 138-142.
    • Holt D. 1995. How consumers consume: a typology of consumption practices. Journal of Consumer Research 22: 1-16.
    • Kim I, Christiansen T, Feinberg R, Choi H. 2005. Mall entertainment and shopping behaviors: a graphical modeling approach. Advances in Consumer Research 32(1): 487-492.
    • Kline RB. 1998. Principles and Practice of Structural Equation Modeling. The Guilford Press: New York.
    • Lotz SL, Eastlick MA, Mishra A, Shim S. 2010. Understanding patrons' participation in activities at entertainment malls. International Journal of Retail & Distribution Management 38(6): 402-422.
    • Madrigal R. 2003. Investigating an evolving leisure experience: antecedents and consequences of spectator affect during a live sporting event. Journal of Leisure Research 35(1): 23.
    • Martin CA, Turley LW. 2004. Malls and consumption motivation: an exploratory examination of older Generation Y consumers. International Journal of Retail & Distribution Management 32 (10): 464-475.
    • Mathwick C, Malhotra N, Rigdon E. 2001. Experiential value: conceptualisation, measurement and application in the catalog and Internet shopping environment. Journal of Retailing 77(1): 39-56.
    • Morgan M. 2006. Making space for experiences. Journal of Retail & Leisure Property 5(4): 305-313.
    • Mowen AJ, Vogelsong HG, Graefe AR. 2003. Perceived crowding and its relationship to crowd management practices at park and recreation events. Event Management 8: 63-72.
    • Nevin J, Houston M. 1980. Image as a component of attraction to intraurban shopping areas. Journal of Retailing 56(1): 77-93.
    • Ng S, Russell-Bennett R, Dagger T. 2007. A typology of mass services: the role of service delivery and consumption purpose in classifying service experiences. Journal of Services Marketing 21(7): 471-480.
    • Parsons AG. 2003. Assessing the effectiveness of shopping mall promotions: customer analysis. International Journal of Retail & Distribution Management 31(2): 74-79.
    • Peters C, Bodkin CD, Fitzgerald S. 2012. Toward an understanding of meaning creation via the collective co-production process. Journal of Consumer Behaviour 11(2): 124-135.
    • Pine JB, Gilmore JH. 1998. Welcome to the experience economy. Harvard Business Review 76(4): 97-105.
    • Pine JB, Gilmore JH. 1999. The Experience Economy: Work Is Theater & Every Business a Stage. Harvard Business School Press: Boston, MA.
    • Raghunathan R, Corfman K. 2006. Is happiness shared doubled and sadness shared halved? Social influence on enjoyment of hedonic experiences. Journal of Marketing Research 43(3): 386-394.
    • Roy A. 1994. Correlates of mall visit frequency. Journal of Retailing 70(2): 139-161.
    • Sands S, Oppewal H, Beverland M. 2008. The influence of in-store experiential events on shopping value perceptions and shopping behavior. Advances in Consumer Research-North American Conference Proceedings 35: 298-303.
    • Sands S, Oppewal H, Beverland M. 2009. The effects of in-store themed events on consumer store choice decisions. Journal of Retailing & Consumer Services 16(5): 386-395.
    • Shukla P, Babin BJ. 2013. Effects of consumer psychographics and store characteristics in influencing shopping value and store switching. Journal of Consumer Behaviour 12(3): 194-203.
    • Sit J, Merrilees B, Birch D. 2003. Entertainment-seeking shopping centre patrons: the missing segments. International Journal of Retail & Distribution Management 31(2): 80-94.
    • Talpade S, Haynes J. 1997. Consumer shopping behavior in malls with large scale entertainment centers. The Mid-Atlantic Journal of Business 33(2): 153-162.
    • Teller C, Reutterer T, Schnedlitz P. 2008. Hedonic and utilitarian shopper types in evolved and created retail agglomerations. International Review of Retail Distribution & Consumer Research 18(3): 283-309.
    • Tsai S. 2010. Shopping mall management and entertainment experience: a cross-regional investigation. Service Industries Journal 30(3): 321-337.
    • Wakefield K, Baker J. 1998. Excitement at the mall: determinants and effects on shopping response. Journal of Retailing 74(4): 515-539.
    • Wakefield K, Barnes J. 1996. Retailing hedonic consumption: a model of sales promotion of a leisure service. Journal of Retailing 72(4): 409-427.
    • Wakefield K, Bush VD. 1998. Promoting leisure services: economic and emotional aspects of consumer response. Journal of Services Marketing 12(3): 209-222.
    • Wickham TD, Kerstetter DL. 2001. The relationship between place attachment and crowding in an event setting. Event Management 6: 167-174.
    • Yavas U. 2001. Patronage motives and product purchase patterns: a correspondence analysis. Marketing Intelligence & Planning 19 (2): 97-102.
  • No related research data.
  • No similar publications.

Share - Bookmark

Cite this article