Defining consumer responses to special event entertainment (SEE): key constructs and propositions
Paper
Paper/Presentation Title | Defining consumer responses to special event entertainment (SEE): key constructs and propositions |
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Presentation Type | Paper |
Authors | Sit, Jason (Author), Johnson Morgan, Melissa (Author) and Summers, Jane (Author) |
Editors | Ali, Yunus and van Dessel, Maria |
Journal or Proceedings Title | Proceedings of the 2006 Australian and New Zealand Marketing Academy Conference (ANZMAC 2006) |
Number of Pages | 9 |
Year | 2006 |
Place of Publication | Brisbane, Australia |
ISBN | 1741071593 |
Web Address (URL) of Paper | http://conferences.anzmac.org/ANZMAC2006/documents/Sit_Jason.pdf |
Conference/Event | ANZMAC 2006: Advancing Theory, Maintaining Relevance |
Event Details | ANZMAC 2006: Advancing Theory, Maintaining Relevance Parent ANZMAC Conference Event Date 04 to end of 06 Dec 2006 Event Location Brisbane Australia |
Abstract | Special event entertainment (SEE) is a category of shopping centre entertainment that is seasonal, temporary and discrete in nature and it can involve school holiday entertainment, fashion shows and market days (Sit, Merrilees and Birch, 2003). Using SEE, shopping centre managers seek to entice consumer patronage, to provide consumers with a reason to stay longer and to visit more often (Parsons, 2003). The consumption of SEE is considered to be a form of retail hedonic consumption because it is consumed primarily for hedonic or experiential reasons like fun, escapism and enjoyment. Despite the popularity of SEE in shopping centres, very little research exists about how consumers perceive and respond to SEE. This study proposes seven constructs which are believed to define how consumers respond to SEE, namely perceived experiential value, emotions, satisfaction, demographics, personality, involvement and social situation. |
Keywords | shopping centre entertainment; hedonic consumption; shopping centre marketing |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
350605. Marketing management (incl. strategy and customer relations) | |
350608. Marketing theory | |
Public Notes | File reproduced in accordance with the copyright policy of the publisher/author. |
Byline Affiliations | School of Management and Marketing |
Department of Marketing and Tourism |
https://research.usq.edu.au/item/9xy94/defining-consumer-responses-to-special-event-entertainment-see-key-constructs-and-propositions
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