Defining the experiential value of auxiliary special events in shopping centres: a shopper's perspective

Paper

Sit, Jason and Johnson Morgan, Melissa. 2009. "Defining the experiential value of auxiliary special events in shopping centres: a shopper's perspective." EAERCD 2009: 15th Annual Conference of European Association for Education and Research in Commercial Distribution. Guildford, United Kingdom 15 - 17 Jul 2009 Surrey, UK.
Paper/Presentation Title

Defining the experiential value of auxiliary special events in shopping centres: a shopper's perspective

Presentation TypePaper
AuthorsSit, Jason (Author) and Johnson Morgan, Melissa (Author)
Journal or Proceedings TitleProceedings of the 15th Conference for European Association for Education and Research in Commercial Distribution (EAERCD 2009)
Number of Pages22
Year2009
Place of PublicationSurrey, UK
Web Address (URL) of Paperhttp://www.som.surrey.ac.uk/retail
Conference/EventEAERCD 2009: 15th Annual Conference of European Association for Education and Research in Commercial Distribution
Event Details
EAERCD 2009: 15th Annual Conference of European Association for Education and Research in Commercial Distribution
Event Date
15 to end of 17 Jul 2009
Event Location
Guildford, United Kingdom
Abstract

The purpose of this study is to define the experiential value of auxiliary special events offered by shopping centres, which are also classified as special event entertainment (Sit et al., 2003). Through a series of focus group discussions with shoppers, this study identifies that shoppers define the experiential value of special event entertainment by four dimensions and they are labelled as ‘entertainment/economic value’, ‘social value’, exploration value’ and ‘escapism value’. With the exception of entertainment/economic value, all dimensions of experiential value relative to special event entertainment are considered to be hedonic in nature. On the contrary,
entertainment/economic value is considered to be ‘hybrid’ oriented as it comprises both hedonic and utilitarian characteristics. Contributions to marketing theory and retail practice are discussed.

Keywordsexperiential value; event marketing; shopping centres; consumer behaviour
ANZSRC Field of Research 2020350602. Consumer-oriented product or service development
350605. Marketing management (incl. strategy and customer relations)
520599. Social and personality psychology not elsewhere classified
Public Notes

No indication of copyright restrictions.

Byline AffiliationsSchool of Management and Marketing
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