THE ENTERTAINMENT FACTOR IN SHOPPING MALLS - EVIDENCE FROM JAKARTA

Abstract

The observed fact that some shopping malls are visited more often than others, leads to an inquiry of what factors making these malls more favourable. Little research has been done to explore about the entertainment factor that has most of the time been cited as one of the essential factors that encourage mall patronage. Within the local context of Jakarta, this study examines the important elements and significance of the entertainment factor.

Undoubtedly, there are other elements that would together with the entertainment factor enhance the patronage motives. The position of entertainment factor in relation to the other factors can be evaluated to answer the inquiry of whether entertainment is the most influential factor that induces motives for mall visit.

The analysed demographic and shopping characteristics of respondents will result in segmentation of shoppers. Their perception towards the entertainment factor and its aspects will also be elaborated. Next, the role of entertainment in relation to other mall tenants will be examined to explain whether it complements or competes with them.

The research was carried out in Jakarta through collaborations with bank personnel, university students as well as cooperation with the visitors of selected eleven shopping malls in Jakarta, making a total of 1478 respondents participating in the surveys. The mall patronage motive factors and the entertainment factor were analysed via statistical tests such as Bartlett’s test of sphericity, Kaiser-Meyer-Olkin (KMO), factor analysis and Chi-square. The Chi-square test is also used to assess the demographic and shopping characteristics of each shopper segment, followed by a further Duncan test to gauge perceptions towards chosen attributes. The survey findings are used to discuss the role of the entertainment factor.

It is concluded that there are new elements of entertainment that can be established in shopping malls such as the Fitness centre and kid’s entertainment place, besides the Cineplex, and that entertainment is the most attractive factor and most highly-influential patronage motive factor in comparison to the mall “Convenience” and the other factors. These two factors are more valued in comparison to the “Convenience”, “Travel” and “Satisfaction” factors. Based on the demographics, shopping characteristics and perception to mall patronage motive attributes, shoppers can be categorised into three categories - “Entertainment”, “Real”, and “Ordinary” shoppers. The entertainment factor is also proven to complement the rest of mall tenants as it brings positive externalities.