Abstract
In this paper the authors investigate enjoyment of the shopping experience, its influence on consumers’ intention to repatronise a regional shopping centre and the effect of gender differences on shopping enjoyment. Four dimensions of shopping enjoyment are proposed and a 16-item measure is developed to assess 536 consumer perceptions of the shopping experience across five counties in the United Kingdom. Findings indicate that shopping experience enjoyment has a significant positive influence upon customers’ repatronage intentions. Furthermore, men are found to have a stronger relationship of enjoyment with repatronage than women. The implications of these results are discussed, together with managerial implications, study limitations, and future research directions.
| Original language | English |
|---|---|
| Pages (from-to) | 583-604 |
| Number of pages | 22 |
| Journal | Service Industries Journal |
| Volume | 27 |
| Issue number | 5 |
| DOIs | |
| Publication status | Published - Jul 2007 |
Bibliographical note
This is an electronic version of an article published in Hart, Cathy; Farrell, Andrew M.; Reed, Gary; Stachow, Grazyna and Cadogan, John W. (2007) Enjoyment of the shopping experience: impact on customers’ repatronage intentions and gender influence. Service Industries Journal, 27 (5). pp. 583-604. ISSN 0264-2069. Service Industries Journal is available online at http://www.informaworld.com/openurl?genre=article&issn=0264-2069&volume=27&issue=5&spage=583Keywords
- shopping experience
- regional shopping centre
- gender differences
- shopping enjoyment