The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

Generational malling culture in multi-complex shopping malls - Entertainment experiences -

복합쇼핑몰에서의 세대별 몰링문화에 관한 연구 - 엔터테인먼트 경험을 중심으로 -

  • Received : 2013.09.02
  • Accepted : 2013.10.26
  • Published : 2013.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

Malling culture, which refers to the enjoyment of shopping in multi-complex malls with shopping, cultural, and leisure facilities, has emerged as a major trend in society. However, few studies have researched malling culture in depth. This study classified people who go to multi-complex shopping malls as belonging to the baby-boom generation, X-generation, or Y-generation to investigate consumer culture in malls, with an emphasis on user satisfaction and entertainment experiences. Consumers who had shopped in a multi-complex shopping mall during the last 6 months were surveyed. Data were collected through a research company, and responses from 417 subjects were used in the analysis. Among the 417 subjects, 130 were baby-boomers, 136 were from the X-generation, and 151 were from the Y-generation. Investigating the components of multi-complex shopping malls that stimulate entertainment experiences, this study found that exploratory, emotional, and leisure experiences were enhanced when users were more satisfied with the image, atmosphere, and events of shopping malls. In addition, mall image and atmosphere contributed to the improvement of social experiences. With regard to generation, baby-boomers and subjects from the X-generation were generally more satisfied with mall atmosphere, image, and events and had more exploratory and leisure experiences. This study holds significance in that it examined malling culture from a wider perspective than simply the younger generation and presented scholarly and marketing implications based on insights into generational malling culture.

Keywords

References

  1. Babin, B., Darden, W., & Griffin, M.(1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20, 644-656. https://doi.org/10.1086/209376
  2. Guerrera, F., & Birchall, J.(2007, December 5). Boom time for retirees. Financial Times. Retrieved August 1, 2013, from http://www.ft.com/intl/cms/s/0/31ab74ae-a356-11dc-b229-0000779fd2ac.html.
  3. Huh, K. O., Lee, E. H., Kim, S. W., Kim, K. J., & Cha, K. W.(2006). Consumer trends and market. Gyeonggi: Kyomunsa.
  4. Jackson, V., Stoel, L., & Brantley, A. (2011). Mall attributes and shopping value. Journal of Retailing and Consumer Services, 18, 1-9. https://doi.org/10.1016/j.jretconser.2010.08.002
  5. Jo, A., Lee, M., & Kim, Y.(2010). Effect of retail entertainment on apparel shopping value at the department store: Focusing on coffee shop and restaurant. Journal of Human Ecology, 14(2), 133-142.
  6. Kim, I., Christainsen, T., Feinberg, R., & Choi, H. (2005). Mall entertainment and shopping behaviors: A graphical modeling approach. Advances in Consumer Research, 32, 487-492.
  7. Kim, J. H.(2012, January 17). Time square, on an average day about 20 million people visit. chosun.com. Retrieved August 2, 2013, from http://businessnews.chosun.com/site/data/html_dir/2012/01/17/2012011703056.html
  8. Kim, J. W., & Lee, D. H.(2011). The study on the comparisons among different genders/generations in selection criteria of multi-shopping malls. Proceeding of Korea Distribution Association, 5, 19-36.
  9. Kim, M-R.(2011). A comparative study of the factors of women's quality of life by generation-babynoom, X and pre-order adults. Journal of Welfare for the Aged, 51, 7-34.
  10. Kim, S. M.(2005, October 31). Generation X born in 70's. How have they been changed over 10 years? donga.com. Retrieved August 2, 2013, from http://news.donga.com/3/all/20051031/8242936/1
  11. Kim, W-S., & Huh, E.(2007). Comparing consumptionrelated values and lifestyles of baby boomers, generation X, and generation Y. Consumption Culture Study, 10(4), 31-53. https://doi.org/10.1080/10253860601116494
  12. Kim, Y. H.(2010). For the success of multi-shopping malls in Korea. Marketing, 44(10), 30-35.
  13. Kim, Y. R.(2010). Research on the effects of customer loyalty for the cultural marketing: Based on 'malling' of multi-shopping complexes. Unpublished master's thesis, Yonsei University, Seoul, Korea.
  14. Lee, S. A.(2011, October 4). Time square MDs, why did they go to Singapore? etoday.co.kr. Retrieved August 1, 2013, from http://www.etoday.co.kr/news/section/newsview.php?TM=news&SM=0701&idxno=485961
  15. Lee, S. H., & Park, J. E.(2007). The effects of factors of fashion-retail-entertainment on store image & store loyalty. The Research Journal of the Costume Culture, 15(1), 179-192. https://doi.org/10.29049/rjcc.2007.15.1.179
  16. Levy, M., & Weitz, B. A.(2011). Retailing management. MA: McGraw-Hill/Irwin.
  17. Lim, H. S.(2002). The culture change and value of Korea. Gyeonggi: Nanam.
  18. Lim, S. J., Shin, H. B., Kim, H. J., & Lee, H. M.(2001). Fashion marketing and consumer behavior. Gyeonggi: Kyomunsa.
  19. Martin, C. A., & Turley, L. W.(2004). Malls and consumption motivation: An exploratory examination of older generation Y consumers. International Journal of Retail and Distribution Management, 32(10), 464-475. https://doi.org/10.1108/09590550410558608
  20. Mehrabian, A., & A. Russell, J.(1974). An approach to environmental psychology. Cambrige, MA: MIT Press.
  21. Moon, S. J., & Yoh, Y. K.(2001). Consumer trends 21 century. Seoul: Sigma Press.
  22. Park, K. A.(2001). The entertainment in fashion retailing: Suggestions for the academic research. Fashion and Textile Research Journal, 3(2), 95-99.
  23. Park, K. A.(2004). Identifying retail entertainments: A preliminary analysis by consumer responses. Journal of Global Scholars of Marketing Science, 14, 193-212. https://doi.org/10.1080/12297119.2004.9707228
  24. Park, T-W., Choi, J-H., & Shim, J-K.(2011). Analysis of attraction factors of thematic complex shopping mall on visitor satisfaction and revisit intention by structural equation model -Focused on Kyoungbang Times Square and Shinsegye Centum City-. Journal of the Korean Regional Development Association, 23(3), 143-164.
  25. Ryu, J. W.(2009, November 3). Target the purses of 50's middle age. Economist. Retrieved August 2, 2013, from http://magazine.joins.com/economist/article_view.asp?aid=280912.
  26. Shin, Y. S.(2012, November 12). Fashion+life+game. Fashionbiz. Retrieved August 1, 2013, from http://www.fashionbiz.co.kr/FL/main.asp?pageNo=1&cate=2&idx=129600.
  27. Sit, J., Merrilees, B., & Birch, D.(2003). Entertainment-seeking shopping center patrons: The missing segments. International Journal of Retail & Distribution Management, 31(2), 80-94. https://doi.org/10.1108/09590550310461985
  28. Tsai, S.(2010). Shopping mall management and entertainment experience: A cross-regional investigation. The Service Industries Journal, 30(3), 321-337. https://doi.org/10.1080/02642060802123376
  29. Turley, L. W., & Milliman, R. E.(2000). Atmospheric effects on shopping behavior: A review of the experimental evidence. Journal of Business Research, 49, 193-211. https://doi.org/10.1016/S0148-2963(99)00010-7
  30. Underhill, P.(2008). The call of the mall. (H. R. Song, Trans). Seoul: Miraebook Publishing.
  31. Wakefield, K. L., & Baker, J.(1998). Excitement at the mall. Journal of Retailing, 74(4), 515-539. https://doi.org/10.1016/S0022-4359(99)80106-7
  32. What is a new roadmap? (2010, January 1). Fashionbiz. Retrieved August 1, 2013, from http://www.fashionbiz.co.kr/FL/main.asp?pageNo=1&sty=T&ste=복합&cate=2&idx=115741
  33. Yoo, C., Hyun, S., & Jeon, J.(1997). Structural analysis to store characteristics, in-store emotions and shopping behavior. Korea Marketing Review, 12(2), 1-27.

Cited by

  1. The Differences in Retail Entertainment according to Gender, Age, Shopping Orientation of Multi-Complex Shopping Mall Consumers vol.45, pp.None, 2013, https://doi.org/10.21326/ksdt.2014..45.032
  2. Impact of Store Attributes and Demographic Characteristics on Purchase Intention toward Fashion Products in Complex Shopping Malls vol.20, pp.2, 2020, https://doi.org/10.7233/ijcf.2020.20.2.023