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| Tekijä: | Haytko, D. Baker, J. |
| Otsikko: | Its all at the mall: exploring adolescent girls experiences |
| Lehti: | Journal of Retailing
2004 : VOL. 80:1, p. 67-83 |
| Asiasana: | Marketing Retailing Shopping centres Products Young people Gender Consumer behaviour Models USA |
| Kieli: | eng |
| Tiivistelmä: | While overall mall patronage in the United States has been declining for several yrs., patronage among U.S. adolescents (especially girls) has risen sharply. This paper describes a qualitative study examining in-depth the young girls mall experience. There is a theoretical model developed from the findings including some factors been examined in previous research, such as mall atmosphere and utilitarian and hedonic shopping motives. In addition, several new factors specifically relevant to girl shoppers, aged 1219, also emerged, incl. education cohort, trend consciousness, comfort, safety, mall companion, freedom as a mall-patronage motivation, and accessibility issues. This insight into young girls patronage behaviours and motivations will provide academics, mall developers and retailers a richer understanding of the various components contributing to the female adolescent mall experience, and allow them to more effectively study and market to this segment. |
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