It’s all at the mall: exploring adolescent girls’ experiences

Abstract

While overall mall patronage in the United States has been declining for several years, patronage among U.S. adolescents (especially girls) has risen sharply. We describe a qualitative study that examines in-depth the young girl's mall experience. A theoretical model was developed from the findings that includes some factors that have been examined in previous research, such as mall atmosphere and utilitarian and hedonic shopping motives. In addition, several new factors specifically relevant to girl shoppers, aged 12-19, also emerged, including education cohort, trend consciousness, comfort, safety, mall companion, freedom as a mall-patronage motivation, and accessibility issues. This insight into young girls' patronage behaviors and motivations will provide academics, mall developers and retailers a richer understanding of the various components that contribute to the female adolescent mall experience, and allow them to more effectively study and market to this segment.