The evolving concept of retail attractiveness: What makes retail agglomerations attractive when customers shop at them?

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• 作者：Christoph Teller ; Thomas Reutterer
• 关键词：Retail agglomerations ; Retail attractiveness ; Patronage ; Situational effects
• 刊名：Journal of Retailing and Consumer Services
• 出版年：2008
• 出版时间：May 2008
• 年：2008
• 卷：15
• 期：3
• 页码：127-143
• 全文大小：878 K

文摘

This paper attempts to contribute to a more thorough understanding of the on-site (in vivo) evaluation of retail agglomerations once shoppers have already made their destination choices. To address this issue, a modification of more conventional concepts of retail attractiveness that considers situational contexts is proposed and empirically tested. The survey comprised more than 2,000 on-site interviews of customers of an inner city shopping street and a competing peripheral shopping mall. The results show that the tenant mix and the atmosphere, unlike parking and accessibility, exert a major impact on distinct dimensions of perceived attractiveness. Furthermore, the empirical findings provide evidence that factors characterizing aspects of the individual shopping situation significantly affect on-site evaluation. Some methodological limitations and future research directions are also discussed.