How do in-mall entertainment events impact on consumers' shopping mall behaviours? a model of special event entertainment
Paper
Paper/Presentation Title | How do in-mall entertainment events impact on consumers' shopping mall behaviours? a model of special event entertainment |
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Presentation Type | Paper |
Authors | Sit, Jason (Author), Johnson Morgan, Melissa (Author) and Woodside, Frances M. (Author) |
Journal or Proceedings Title | Proceedings of the 2008 Global Marketing Conference |
Number of Pages | 15 |
Year | 2008 |
Place of Publication | Gyeongnam, Republic of Korea |
Conference/Event | 2008 Global Marketing Conference: Marketing in the Dynamic Global World |
Event Details | 2008 Global Marketing Conference: Marketing in the Dynamic Global World Event Date 20 to end of 23 Mar 2008 Event Location Shanghai, China |
Abstract | [Abstract]: This paper presents a conceptual framework which aims to examine the impact of special event entertainment (SEE) on shopping centre patrons’ behaviours. Adapted from Wakefield and Baker’s model (1998), the framework presented proposes that shoppers’perceptions of SEE constitute three factors and they are perceived quality, perceived participation benefits and perceived crowding related to SEE. These three perceptual factors are proposed to have a positive impact on shopper excitement with SEE which in turn influences their shopping satisfaction and unplanned purchases. Perceived quality of SEE is proposed to be a positive determinant of the other two perceptual factors. The framework presented is yet to be empirically tested but it should extend our knowledge in the marketing literature of retail environments and event marketing. Potential theoretical and managerial implications are also discussed. |
Keywords | shopping centres, event management, event marketing, special events |
ANZSRC Field of Research 2020 | 350606. Marketing research methodology |
350605. Marketing management (incl. strategy and customer relations) | |
Public Notes | No indication of copyright restrictions for this conference paper. |
Byline Affiliations | School of Management and Marketing |
https://research.usq.edu.au/item/9yyw8/how-do-in-mall-entertainment-events-impact-on-consumers-shopping-mall-behaviours-a-model-of-special-event-entertainment
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