importance of entertainment in the shopping center experience: Evidence from Singapore, The

Journal of Real Estate Portfolio Management, Sep-Dec 2002 by Ibrahim, Muhammad F, Wee, Ng C

In addition to the shopping center attributes, McCarthy (1980) attempted to include transport mode/travel attributes in studying the role of the qualitative characteristics that influence the choice in shopping destination. Using the factor analytical technique, five sets of qualitative generalized attributes were generated. These generalized attributes include trip convenience, trip comfort, trip safety, shopping area attraction and shopping area mobility. He found that these generalized attributes, which were obtained from attitudinal information, are significant in an individual's choice of shopping area.

Utilizing a form of methodological triangulation, Ibrahim (2000) evaluated the significance of transport mode/travel attributes in shopping center choice in a suburban/decentralized environment with public transport options. Using the discrete choice (multinomial logit) modeling technique, the study found that a composite model, which includes traditional measures of deterrence (i.e., travel time, travel cost and distance), as well as other transport mode/travel factors, recorded higher predictability and better fit than models that only adopt the traditional factors of deterrence. In addition, the study concluded that transport mode/travel attributes are significant in respondents' choices of shopping center in a suburban/decentralized region with public transport options.

The review of the literature shows two significant conclusions. First, research on the shopping experience as entertainment has generally been well covered. However, other than Jones (1999), there have been few studies on the factors that affect the shopping experience. Second, the majority of researchers have identified the existence of the shopping experience as entertainment (eg., Bellenger and Korgaonkar, 1980; Babin, Darden and Griffin, 1994; Burns and Warren, 1995; and Jones, 1999), however little attention has been paid to how travel affects an entertaining shopping experience. This study examines how retailer, customer and transport mode/travel attributes affect a shopper's entertaining shopping experience in Singapore. In addition, it also investigates how shoppers with different socioeconomic backgrounds perceive the entertainment effects of the respective factors.

Research Methodology

Mixed Method Designs

This study employs a two-phase sequential design. Initially, a qualitative data collection and analysis on a relatively unexplored topic was conducted. The results were used to design the quantitative phase of the study. This form of methodological triangulation enhances the internal validity of the research findings (Tashakkori and Teddlie, 1998).

Qualitative Research Phase

In-depth interviews were conducted with shoppers before undertaking the quantitative research. The findings of the qualitative research helped to refine the scope of the research, as well as to guide the development of the questionnaire. In this phase, convenience samples of thirty shoppers were asked to answer open-ended questions on a standard form. Walker (1985) states that between twenty and forty in-depth interviews are necessary for the qualitative studies that are undertaken prior to quantitative studies. The interviewed shoppers were segmented according to the respective classes of shopping centers. The classes include centers in the downtown, regional center, sub-regional center/town center, neighborhood center and precinct shop. The following issues were discussed: