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Experiential Shopping at the Mall: Influence on Consumer Behaviour



Author(s)

María Avello, Diana Gavilán,Carmen Abril, Roberto Manzano

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DOI:10.17265/1537-1514/2011.01.003

Universidad Complutense de Madrid, Madrid, Spain

Shopping malls have become real venues for leisure where consumers amuse themselves while shopping. Their aim is to provide customers a great experience during the shopping trip. In this paper we provide an overview of the existing literature on customer experience at the retailer level and we examine the relationship between the experience lived by consumers during a shopping trip and its derived purchase behavior. We find that consumers who enjoy the shopping experience at the shopping mall will show desirable and profitable behavior for retailers. Overall, this research offers a richer understanding of the nature of consumer behavior for experiential shopping at the mall. The usefulness of this study is discussed for future research and to improve shopping malls strategies.

shopping malls, consumer behavior, leisure, entertainment, experiential marketing, retail strategy