Understanding the experiential consumption of special event entertainment (SEE) at shopping centres: an exploratory study

Sit, Jason and Merrilees, Bill (2005) Understanding the experiential consumption of special event entertainment (SEE) at shopping centres: an exploratory study. In: Australian and New Zealand Marketing Academy Conference (ANZMAC 2005): Broadening the Boundaries, 5-7 Dec 2005, Fremantle, Australia.

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Entertainment seeking is an experiential activity occurring within the shopping centre environment. Few studies (e.g. Sit, Merrilees, and Birch, 2003) have examined the
consumption of special event entertainment (SEE). SEE is offered on an occasional, temporary and discrete basis and includes events such as fashion shows and school holiday
programs. SEE plays a role in creating an exciting or entertaining atmosphere at a shopping environment. An understanding of consumer and environmental variables impacting on consumer response to SEE is valuable to shopping centre management. An exploratory study involving two separate focus group discussions was conducted. In particular of consumer variable, four key motives were found applicable to SEE consumption, namely self
gratification, affiliation, stimulation and community support. Self gratification and affiliation motives were applicable to both young and middle-aged participants. However, the stimulation motive was primarily relevant to young participants, and the community support motive was mainly applicable to their middle-aged counterparts. Two environmental variables, perceived crowding and accessibility, were consistently identified as issues by both young and middle-aged participants. These two environmental variables were identified to induce or hinder shopper response to SEE. Managerial implications and directions for future research are addressed.

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Item Type: Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed: Yes
Item Status: Live Archive
Additional Information: Copyright retained by author. Conference website: http://anzmac2005.conf.uwa.edu.au
Depositing User: epEditor USQ
Faculty / Department / School: Historic - Faculty of Business - Department of Marketing and Tourism
Date Deposited: 11 Oct 2007 00:20
Last Modified: 07 Nov 2013 01:24
Uncontrolled Keywords: special event entertainment; SEE; shopping centre
Fields of Research : 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development
15 Commerce, Management, Tourism and Services > 1504 Commercial Services > 150499 Commercial Services not elsewhere classified
17 Psychology and Cognitive Sciences > 1701 Psychology > 170113 Social and Community Psychology
Socio-Economic Objective: B Economic Development > 91 Economic Framework > 9104 Management and Productivity > 910403 Marketing
URI: http://eprints.usq.edu.au/id/eprint/416

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