Sit, Jason and Johnson Morgan, Melissa and Summers, Jane (2006) Understanding consumer responses to special event entertainment (SEE) in shopping centres. In: 2006 International Conference on Business and Information (BAI 2006), 12-14 July 2006, Singapore.
This paper reviews the literature on the use of entertainment in shopping centres and outlines the constructs believed to impact upon consumer’s responses to special event entertainment. Special event entertainment (SEE) refers to entertainment events or activities that are offered on an occasional, temporary or discontinued basis in shopping centres. Examples of SEE include school holiday entertainment and fashion shows (Parsons, 2003; Sit, Merrilees, & Birch, 2003). Using SEE, shopping centre management seeks to entice consumer patronage, increase patron traffic or promote the shopping centre brand. Despite the popularity of SEE in shopping centres, very little academic research (e.g. Parsons, 2003; Sit, Merrilees, & Birch, 2003) has either conceptually or empirically examined how consumers perceive or respond to SEE. This research presents a conceptual model that examines the determinants and outcomes of consumer responses to SEE, In particular, consumer responses to SEE are represented by SEE proneness and overall appreciation of SEE. These SEE responses are proposed to be determined by sensation-seeking tendencies and perceived value of SEE. Eight propositions are presented to explain the relationships of SEE responses with their determinants and outcomes. These relationships will be empirically tested in future research. Research implications of the conceptual model are also presented.
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|Item Type:||Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)|
|Item Status:||Live Archive|
|Additional Information:||No evidence of copyright restrictions preventing deposit.|
|Depositing User:||Mr Jason Sit|
|Faculty / Department / School:||Historic - Faculty of Business - Department of Marketing and Tourism|
|Date Deposited:||28 Jan 2008 01:54|
|Last Modified:||02 Jul 2013 22:51|
|Uncontrolled Keywords:||shopping centre entertainment; perceived value; promotion proneness|
|Fields of Research :||15 Commerce, Management, Tourism and Services > 1505 Marketing > 150504 Marketing Measurement
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150505 Marketing Research Methodology
15 Commerce, Management, Tourism and Services > 1505 Marketing > 150599 Marketing not elsewhere classified
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