Understanding the experiential consumption of special event entertainment (SEE) at shopping centres: an exploratory study

Paper

Sit, Jason and Merrilees, Bill. 2005. "Understanding the experiential consumption of special event entertainment (SEE) at shopping centres: an exploratory study." Purchase, Sharon (ed.) Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries. Fremantle, Australia 05 - 07 Dec 2005 Fremantle, Western Australia.
Paper/Presentation Title

Understanding the experiential consumption of special event entertainment (SEE) at shopping centres: an exploratory study

Presentation TypePaper
AuthorsSit, Jason (Author) and Merrilees, Bill (Author)
EditorsPurchase, Sharon
Journal or Proceedings TitleProceedings of the Australian and New Zealand Marketing Academy Conference (ANZMAC 2005)
Number of Pages6
Year2005
Place of PublicationFremantle, Western Australia
ISBN064645546X
Web Address (URL) of Paperhttp://www.anzmac.org/conf2005
Web Address (URL) of Conference Proceedingshttp://anzmac2005.conf.uwa.edu.au
Conference/EventAustralian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries
Event Details
Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries
Parent
ANZMAC Conference
Event Date
05 to end of 07 Dec 2005
Event Location
Fremantle, Australia
Abstract

Entertainment seeking is an experiential activity occurring within the shopping centre environment. Few studies (e.g. Sit, Merrilees, and Birch, 2003) have examined the
consumption of special event entertainment (SEE). SEE is offered on an occasional, temporary and discrete basis and includes events such as fashion shows and school holiday
programs. SEE plays a role in creating an exciting or entertaining atmosphere at a shopping environment. An understanding of consumer and environmental variables impacting on consumer response to SEE is valuable to shopping centre management. An exploratory study involving two separate focus group discussions was conducted. In particular of consumer variable, four key motives were found applicable to SEE consumption, namely self
gratification, affiliation, stimulation and community support. Self gratification and affiliation motives were applicable to both young and middle-aged participants. However, the stimulation motive was primarily relevant to young participants, and the community support motive was mainly applicable to their middle-aged counterparts. Two environmental variables, perceived crowding and accessibility, were consistently identified as issues by both young and middle-aged participants. These two environmental variables were identified to induce or hinder shopper response to SEE. Managerial implications and directions for future research are addressed.

Keywordsspecial event entertainment; SEE; shopping centre
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350499. Commercial services not elsewhere classified
520599. Social and personality psychology not elsewhere classified
Public Notes

Copyright retained by author

Byline AffiliationsSchool of Management and Marketing
Griffith University
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