Determinants of entertaining shopping experiences and their link to consumer behaviour: Case studies of shopping centres in Singapore

Abstract

Previous research has focused on identifying the existence of entertaining shopping experiences, but few studies have investigated the factors that induce these experiences and link to patronage behaviour. Using a sequential mixed-method design involving a qualitative and quantitative sequence, this research has attempted to look at the determinants of the entertaining shopping experience and link it to shoppers' patronage behaviour. It found that entertaining shopping experiences related to the factors ‘centre-feature oriented’ and ‘effort’ involved in the shopping trip affect shoppers' patronage significantly.