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

Cathy Hart, Andrew M. Farrell, Grazyna Stachow, Gary Reed and John W. Cadogan

The Service Industries Journal, 2007, vol. 27, issue 5, 583-604

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.

Date: 2007
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Citations: View citations in EconPapers (24)

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DOI: 10.1080/02642060701411757

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The Service Industries Journal is currently edited by Eileen Bridges, Professor Domingo Ribeiro, Ronald Goldsmith, Barry Howcroft and Youjae Yi

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