How do in-mall entertainment events impact on consumers' shopping mall behaviours? a model of special event entertainment

Paper

Sit, Jason, Johnson Morgan, Melissa and Woodside, Frances M.. 2008. "How do in-mall entertainment events impact on consumers' shopping mall behaviours? a model of special event entertainment." 2008 Global Marketing Conference: Marketing in the Dynamic Global World. Shanghai, China 20 - 23 Mar 2008 Gyeongnam, Republic of Korea.
Paper/Presentation Title

How do in-mall entertainment events impact on consumers' shopping mall behaviours? a model of special event entertainment

Presentation TypePaper
AuthorsSit, Jason (Author), Johnson Morgan, Melissa (Author) and Woodside, Frances M. (Author)
Journal or Proceedings TitleProceedings of the 2008 Global Marketing Conference
Number of Pages15
Year2008
Place of PublicationGyeongnam, Republic of Korea
Conference/Event2008 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.

Keywordsshopping centres, event management, event marketing, special events
ANZSRC Field of Research 2020350606. Marketing research methodology
350605. Marketing management (incl. strategy and customer relations)
Public Notes

No indication of copyright restrictions for this conference paper.

Byline AffiliationsSchool of Management and Marketing
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