ABSTRACT
A satisfying shopping experience is critical to a mall's ability to draw crowds and to its effectiveness as a marketing medium. The authors devised a scale to measure mall-shopping experience. They conducted interviews to collect consumers' accounts of experiences in malls, then developed an initial list of scale items. The final scale, based on the data collected from a random consumer sample, includes 22 items with eight dimensions: escapism, browsing, socialization, activity, shopping for fashion products, uniqueness, service, and aesthetics. The authors established reliability and validity of the scale and found support for the effects of shopping experience on mall patronage.
- Received October 31, 2016.
- Received (in revised form) September 26, 2017.
- Accepted October 13, 2017.
- Copyright© 2018 ARF. All rights reserved.
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Vol 58 Issue 2
