Sit, Jason and Johnson Morgan, Melissa and Summers, Jane (2006) Defining consumer responses to special event entertainment (SEE): key constructs and propositions. In: ANZMAC 2006: Advancing Theory, Maintaining Relevance, 4-6 Dec 2006, Brisbane, Australia.
Special event entertainment (SEE) is a category of shopping centre entertainment that is seasonal, temporary and discrete in nature and it can involve school holiday entertainment, fashion shows and market days (Sit, Merrilees and Birch, 2003). Using SEE, shopping centre managers seek to entice consumer patronage, to provide consumers with a reason to stay longer and to visit more often (Parsons, 2003). The consumption of SEE is considered to be a form of retail hedonic consumption because it is consumed primarily for hedonic or experiential reasons like fun, escapism and enjoyment. Despite the popularity of SEE in shopping centres, very little research exists about how consumers perceive and respond to SEE. This study proposes seven constructs which are believed to define how consumers respond to SEE, namely perceived experiential value, emotions, satisfaction, demographics, personality, involvement and social situation.
|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Additional Information:||Authors retain copyright.|
|Uncontrolled Keywords:||shopping centre entertainment; hedonic consumption; shopping centre marketing|
|Subjects:||350000 Commerce, Management, Tourism and Services > 350200 Business and Management > 350204 Marketing and Market Research|
|Depositing User:||Mr Jason Sit|
|Date Deposited:||11 Oct 2007 00:48|
|Last Modified:||02 Jul 2013 22:39|
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