Role Of Entertainment In Shopping Mall

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Recommended: Cost, leadership, and differentiation

Nowadays, competition between shopping malls and other types of shopping destination or shopping format has influence spending money behaviours at the mall. Therefore, mall managements should face lessening shoppers’ patronage and mall’s profitability. In order to cope with increasing competition and meet competitive advantage, they can utilize differentiation, cost leadership or focus strategy (Porter 1980 and 198, cited in Hill 1988, p. 81). In terms of differentiation, entertainment has been a pivotal part of shopping mall marketing mix (Sit, Merrilees & Birch 2003, p. 80). However, the role of entertainment towards shopping mall behaviour included money spent has not conclusive (Tsai 2010, p.323). Therefore, this essay will review some …show more content…

The first step is finding some literatures related to the topic by identifying key words. These literatures were founded through goggle scholar or ‘FindIt@Flinders’ facility in the University website. The second step is extracting relevant information included bibliography and references. While reading a particular resource, it is common to expand our literature by evaluating the content and considering any relevant information and related references. The next step is outlining by grouping information before commencing to write a literature …show more content…

Haynes and Talpade’s finding (1996, p.41) shows that shoppers who visiting the mall mainly for shopping spend more money at department stores than the ones who attracted to the mall primarily because of entertainment centre. They conclude that entertainment centre itself is not a main factor to attract additional shoppers visiting the mall, and even it may divert a shopping intention (Haynes and Talpade 1996, pp. 47-48). However, Haynes and Talpade’s study has a limitation due to they only focus on family entertainment centre to define entertainment value. This limitation encouraged Christiansen et al. (1999, p. 11-12) to conduct further research for the similar topic. Their finding also confirms the inconsistency relationship between entertainment and mall productivity, and the negative relationship between entertainment and numbers of amount purchased (Christiansen et al. 1999, p. 19-20). They also find that to some extent entertainment could be a distracter rather than a facilitator towards shopping behaviour (Christiansen et al. 1999, p. 19). This distracter effect could also be seen in Kaltcheva and Weitz’s study (2006, p. 115), which suggest that entertainment experience could lessen a purchase intention of shoppers at the

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