Entertainment-seeking shopping centre patrons: the missing segments
Entertainment-seeking shopping centre patrons: the missing segments
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寻求娱乐的购物中心顾客：缺失的部分
DOI：
10.1108/09590550310461985
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发表时间：
2003
影响因子：
4.4
通讯作者：
D. Birch
中科院分区：
文献类型：
--
作者：
J. Sit;B. Merrilees;D. Birch
娱乐日益成为购物中心用来吸引消费者的营销策略的组成部分。此外，娱乐可以成为购物中心形象差异化的一种手段，因为一个具有竞争力的零售机构的形象是消费者光顾决策的关键决定因素。然而，很少有研究考察娱乐对购物中心形象的贡献。此外，将娱乐作为识别不同细分市场的一种手段还没有被探索过。因此，本研究的目的是双重的。首先，确定了代表购物中心形象的属性模型。报告揭示了大多数购物中心研究中被忽视的三个基本属性，即娱乐、食品和安全。第二，确定了购物中心顾客的六个细分市场，并将其归类为“严肃”购物者、“娱乐”购物者、“苛刻”购物者、“方便”购物者、“冷漠”购物者和“服务”购物者。特别是，“娱乐型”购物者和“服务型”购物者被认为是寻求娱乐的细分市场。对研究结果的管理意义和未来的研究方向进行了讨论。
Entertainment is increasingly an integral part of the marketing strategy used by shopping centres to entice consumers. Further, entertainment can be a means of image differentiation for shopping centres, given that the image of a competitive retail institution is a critical determinant in consumer patronage decisions. However few studies have examined the contribution of entertainment to shopping centre image. Moreover, using entertainment as a means of identifying distinct market segments has not been explored. Hence, the purpose of this study was twofold. First, a model of attributes that represented the shopping centre image was identified. Three essential attributes that have been neglected in most shopping centre studies were revealed, namely entertainment, food and security. Second, six market segments of shopping centre patrons were identified and labelled the “serious” shopper, the “entertainment” shopper, the “demanding” shopper, the “convenience” shopper, the “apathetic” shopper and the “service” shopper. In particular, the “entertainment” shopper and the “service” shopper are identified as entertainment‐seeking segments. Managerial implications of the findings and future research directions are addressed.