Teens' Mall Shopping Motivations: Functions of Loneliness and Media Usage

Abstract

The shopping mall can serve as a venue through which teens can fulfill their needs by socializing with friends, enjoying entertainment, or simply visiting the site. This study tested whether and how mall shopping motivations were related to loneliness and media usage among teen consumers. Data were collected via a mall intercept survey from 531 teens in four large shopping malls in the United States. Findings indicated that mall shopping motivations consisted of five dimensions: service motivation, economic motivation, diversion motivation, eating‐out motivation, and social motivation. Results suggest directions for marketers and educators to follow in establishing positive programs to provide social support for teens.