SENSORY FACTORS AND ENTERTAINING SHOPPING EXPERIENCE IN SINGAPORE

Abstract

Research has shown that shopping experience can be entertaining, as these experiences have been previously investigated. Although several studies have shown entertaining shopping experience exists, few have thoroughly examined how this experience can be induced. Using a sequential mixed method design, that involves both qualitative and quantitative phases, this study provides insights into how sensory attributes affect an entertaining shopping experience. In-depth interviews and the critical incidence technique were applied in the qualitative phase to aid the quantitative phase. A total of 300 respondents were surveyed in the quantitative phase and nine unique factors were found to be characteristics of entertaining shopping experience. These factors include subconscious visual experience, ability to ‘feel’, ‘touch’ and ‘taste’, visual experience inside the mall, mall provision, auditory experience, activities inside the mall, management efficiency, olfactory experience and cleanliness experience. Based on the ordered choice rank, Ordered Logit Model, it is suggested that six out of nine factors identified from the factor analysis are significant in affecting consumer’s behavioural choice. The various sensory attributes also have a significant impact in affecting the different socioeconomic group and it will affect one’s choice of shopping centre. The findings have significant implications for the parties involved in the provision of an entertaining shopping experience (i.e. Retailers, Mall Owners and Mall Managers).