Enjoyment of the Shopping Experience: Impact on Customers' Repatronage Intentions and Gender Influence

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.

Additional information

Notes on contributors

Cathy Hart

Cathy Hart is Senior Lecturer in Retail and Operations Management. Email: [email protected]

Andrew M. Farrell

Andrew M. Farrell are Research Associates in Marketing

Grazyna Stachow

Grazyna Stachow are Research Associates in Marketing

Gary Reed

Gary Reed is Director of Research in the Centre for Automotive Management

John W. Cadogan

John W. Cadogan is Professor of Marketing, all at Loughborough University, UK. Email: [email protected]