부산대학교 도서관

The study focused on examining the differences in retail entertainment, attitude toward a multi-complex shopping mall, usage intention, and word-of-mouth according to age and gender differences, and shopping orientation types. The study conducted an online survey of multi-complex shopping mall shoppers, and utilized a total of 439 survey responses for the final analysis. The results revealed that female consumers showed more pleasurable responses on parking and rest facilities, food and beverage facilities, living services, fashion retails than male consumers. Male consumers were more likely to enjoy living-related retails than female consumers. The results showed that consumers in their 50s were more likely to enjoy living services, consumers in their 40s showed more pleasurable responses on events, and consumers in 20s showed lower responses on entertainment facilities. Consumers in 30s showed middle scores between 20s and 40s in terms of all factors of retail entertainment. The results also revealed that high-involvement shoppers showed the highest scores on all dependent variables (retail entertainment, attitude toward a multi-shopping mall, usage intention, and word-of mouth), followed by economical shoppers, and low-involvement shoppers. The study contributed to the research field of retailing related to multi-complex shopping malls, and suggested diverse practical implications to develop retail entertainment strategies based on target consumer characteristics.