Not in the Shopping Cart - On the experiential aspects of retail shopping centers
AbstractNot in the Shopping Cart -On the experiential aspects of retail shopping centers Abstract: It is not hard to imagine that consumers value not only what they have bought in a store and can take home with them, but also the experience that was entailed in the actual purchase. The aim of the study is to investigate and explain what experiential factors influence Swedish shopping center consumers. Based on previous shopping centre sales estimations we conduct an analysis based on the residual from this and regress a number of independent variables measuring different aspects of experiences on it. Experience enhancing features are defined to include, but not be limited to, cinemas, bowling alleys, libraries and museums. Preliminary estimations, and anecdotal evidence, indicate that the experiential aspect of shopping plays a limited role in explaining the behavior of Swedish consumers and that this differs somewhat from previous estimations from other countries. Common areas in a shopping center, which can plausibly be thought to enhance the shopping experience and provide an arena for activities such as musical performances is however found to have a significant impact on revenue above what is predicted by the original model. Hanna Larsson , PhD Candidate, Hanna.Larsson@ihh.hj.se Erik âˆšÃ–sberg , PhD Candidate, Erik.Asberg@ihh.hj.se Jâˆšâˆ‚nkâˆšâˆ‚ping International Business School JEL Classification: C21, D12, L81, O18, R10. Key words:
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Bibliographic InfoPaper provided by European Regional Science Association in its series ERSA conference papers with number ersa10p837.
Date of creation: Sep 2011
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Find related papers by JEL classification:
- C21 - Mathematical and Quantitative Methods - - Single Equation Models; Single Variables - - - Cross-Sectional Models; Spatial Models; Treatment Effect Models
- D12 - Microeconomics - - Household Behavior - - - Consumer Economics: Empirical Analysis
- L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
- O18 - Economic Development, Technological Change, and Growth - - Economic Development - - - Urban, Rural, Regional, and Transportation Analysis; Housing; Infrastructure
- R10 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - General
Please report citation or reference errors to , or , if you are the registered author of the cited work, log in to your RePEc Author Service profile, click on "citations" and make appropriate adjustments.:
- Kumar, V. & Karande, Kiran, 2000. "The Effect of Retail Store Environment on Retailer Performance," Journal of Business Research, Elsevier, vol. 49(2), pages 167-181, August.
- Belk, Russell W, 1975. " Situational Variables and Consumer Behavior," Journal of Consumer Research, University of Chicago Press, vol. 2(3), pages 157-64, December.
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