Do companions really enhance shopping? Assessing social lift over forms of shopper value in Mexico

Mora, José-Domingo and González, Eva M.

Journal of Retailing and Consumer Services, 2016, vol. 28, issue C, 228-239

Abstract: This is an empirical investigation of the influence of shopping companions on the value individuals derive from shopping malls. Value is inferred from observable behaviors—money spent, variety of products bought, and number of stores shopped at. These measures enter utility models estimated on data from an entry/exit survey at a shopping center in Mexico. It is found that the utilities of purchasing and product variety decrease in pairs of shoppers respect to solo shoppers but recover as groups grow larger, a reversal called social lift. Demographically-defined group types show unique profiles of mall utility, which has important managerial implications.

Keywords: Retail; Shopping center; Companions; Group shopping; Social lift; Mexico (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (9)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:28:y:2016:i:c:p:228-239

DOI: 10.1016/j.jretconser.2015.10.004

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