As malls struggle to keep customers coming, a satisfying shopping experience as an effective marketing medium has become a top priority. How to measure that experience was the focus of this study by Haiyan Hu (Morgan State University) and Cynthia R. Jasper (University of Wisconsin – Madison) in the Journal of Advertising Research
In addition to qualitative research, Hu and Jasper created a 22-item scale that measures the nature of the shopping experience—an empirical measure of the perceptions of the customer about various aspects of their experiences.
The authors focused on behavioral measures, such as visit frequency, average expenditure per visit, and average spending on food per visit, as outcomes of shopping experience. Their scale took into account several aspects of the overall shopping experience, which the authors developed based on initial surveys.
With that architecture in place, the authors found that
Haiyan Hu is an associate professor of marketing at Morgan State University in the Earl G. Graves School of Business and Management. Her research focuses on shopper marketing, especially in the area of store image and shopping experience, as well as cross-cultural comparisons of consumer behavior. She has published in peer-reviewed marketing and consumer research journals, including the Journal of Business Research, Journal of International Consumer Marketing, and Marketing Education Review.
Cynthia R. Jasper is a professor and chair of the department of civil society and community studies at the University of Wisconsin–Madison. Her research interests include consumer behavior and management in the retailing settings. Her work has been published in outlets including the Journal of Consumer Affairs, Journal of Business Research, Oxford Review of Economic Policy, and Journal of International Consumer Marketing.