Consumer shopping behavior in malls with large scale entertainment centers

A study examined the effects of large scale entertainment centers on consumer shopping behavior in malls. Characteristics and shopping behavior of shoppers who visit the entertainment centers were examined and compared to the characteristics and behavior of shoppers who do not visit the entertainment centers. Data was collected from 1,592 respondents from 4 different malls. Results revealed that about 1/3 of all shoppers visited the entertainment centers. Shoppers who were visiting as a family were more likely to visit the entertainment centers. These shoppers were also more likely to visit mall stores rather than specific department stores. When they did visit department stores, they tended to spend significantly less money at those stores. Shoppers who visited the entertainment centers spent more time overall at the mall, although the amount of time they spent shopping was less, compared to shoppers who did not visit the entertainment center. Shoppers visiting the entertainment center were also more likely to visit the food court. Conclusions drawn from these findings and their implications for mall developers and owners are discussed.