Defining the experiential value of auxiliary special events in shopping centres: a shopper's perspective

Sit, Jason and Johnson Morgan, Melissa (2009) Defining the experiential value of auxiliary special events in shopping centres: a shopper's perspective. In: EAERCD 2009: 15th Annual Conference of European Association for Education and Research in Commercial Distribution, 15-17 Jul 2009, Guildford, Surrey, UK.

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Abstract

The purpose of this study is to define the experiential value of auxiliary special events offered by shopping centres, which are also classified as special event entertainment (Sit et al., 2003). Through a series of focus group discussions with shoppers, this study identifies that shoppers define the experiential value of special event entertainment by four dimensions and they are labelled as ‘entertainment/economic value’, ‘social value’, exploration value’ and ‘escapism value’. With the exception of entertainment/economic value, all dimensions of experiential value relative to special event entertainment are considered to be hedonic in nature. On the contrary,
entertainment/economic value is considered to be ‘hybrid’ oriented as it comprises both hedonic and utilitarian characteristics. Contributions to marketing theory and retail practice are discussed.

Statistics for this ePrint Item

Item Type:	Conference or Workshop Item (Commonwealth Reporting Category E) (Paper)
Refereed:	Yes
Item Status:	Live Archive
Additional Information:	No indication of copyright restrictions.
Faculty / Department / School:	Historic - Faculty of Business - School of Management and Marketing
Date Deposited:	30 Jun 2010 09:09
Last Modified:	02 Jul 2013 23:36
Uncontrolled Keywords:	experiential value; event marketing; shopping centres; consumer behaviour
Fields of Research :	15 Commerce, Management, Tourism and Services > 1505 Marketing > 150501 Consumer-Oriented Productor Service Development 15 Commerce, Management, Tourism and Services > 1505 Marketing > 150503 Marketing Management (incl. Strategy and Customer Relations) 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/6612

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