MODELLING ENTERTAINING SHOPPING EXPERIENCE IN SINGAPORE

Abstract

Previous research has focused on identifying the existence of entertaining shopping experiences, however few studies have investigated the factors that induce these experiences. Using a sequential mixed method design, involving a qualitative and quantitative sequence, this research has provided insights into the factors which influence entertaining shopping experience. The results suggest that beside retailer and customer factors, transport mode/travel factors also play an important role in inducing shopper's entertaining shopping experience. Retailer factors include "shopping centre features", "atmosphere" and "value-added features". Customer factors are "hedonic oriented" and "utilitarian oriented" while transport mode/travel factors incorporate "effort", "protection", "comfort", "enjoyment" and "tension". Moreover, given a choice between downtown and suburban shopping centre, the results demonstrate that "exertion" and "centre features oriented" are significant in affecting shoppers' patronage of shopping centre. However, it should be noted that "exertion" comprises attributes which load highly in "effort" while "centre feature oriented" incorporates attributes that situate in "shopping centre features" and "atmosphere".