Research On The Effect Of Customer Experience Of Entertainment Facility On Shopping Center Attractiveness

Shopping center is an integral marketing entity encompassing multiple retailingstores and service facilities, usually in a building or a relatively compacted region,and provides comprehensive services to consumers. Shopping centers possess variouscommercial formats, namely megastores, commodity specialty stores, specialtyagencies or stores, restaurants, entertainment stores, fitness centers and other facilities.The reason for modern people to consume in shopping centers is not merely bound tobuying certain commodities, but falls largely to the ground of enjoying varied services.This has invariably become a prevailing contemporary lifestyle.Movie theaters, as a pivotal part of shopping centers, completed the cycle ofintegral commercial compatibility with other entertainment facilities, includingshopping, leisure stores, restaurants and other entertainment services, and providedstrong appeal to customers. In light of the fact that China is shifting towards aconsumption-drive country, the increase in expenditures for culture and entertainmentis soaring. Moreover, considering the broad range of entertainment channels, as wellas consumption level, richness and diversity of contents, popularity and convenience,we can draw to the conclusion that going to movie theaters is among the most popularapproaches for public entertainment. The rapid enhancing for movie-theater goers notonly corroborated what we have just arrived at, but also the fact that movie theaters,as a major and typical entertainment in shopping centers, will inevitably take shape asa huge channel for consumption and employ greater spillovers. Consumers will, to anextent, employ the experience in movie theaters as a fundamental impression toshopping centers, so it is more than conspicuous that movie theaters will directlyaffect the attractiveness for shopping centers.The conventional approaches for researching into shopping centers usually focuson limited roles for entertainment facilities, basically only how much contribution acertain entertainment could generate to the overall performance. However, asshopping centers appear much similar these days, the reliance on different and new commercial specialty and propriety can no longer generate substantial profits;therefore the competition between shopping centers will be steered into more detaillevels, leaving the conventional approaches out of the grand picture. Furthermore,conventional methods ignored the subjective perception customers exerted onentertainment services, like consumer experience. As a result, customers withconsumer experiences are not offered the channel to express and communicate, thusthe conventional means lack persuasion and blurred certain definitions. Such concernsbeing expressed, this research proposed the question as follows: what is the relationbetween shopping center attractiveness, and the consumer experience, orinstantaneous experience in entertainment facilities, especially movie theaters?Dedicating to the question of the relation between shopping center attractivenessand consumer experience in entertainment facilities is a relational model andsubsequent hypothesizes. Along with these comes the analysis into data collected andthe examination into model fitness and previous assumptions. Finally we arrived atour conclusion: consumer experience in entertainment facilities contributes positiveeffects into the overall attractiveness for shopping centers, sustained attractivenessand situational attractiveness.Major contributions for this research lies in four dimensions. First, this researchhelps to elucidate the mechanism underlying for shopping center attractiveness, aswell as spillovers and sustained consumption, from the perspective of singularnon-retail commercial format, a format that contrasts with the multi-format in general.Second, this research introduces experience marketing into the concept of compactedcommercial agglomeration attractiveness, which substantially riches the latter. Third,the research revises and moderately adjusts the concept of consumer experience,which dismisses the conceptual deviation for consumer experience. Ultimately, thisresearch exerts positive help to shopping center managers to redistribute significancefor entertainment facilities like movie theaters, encourages managers to shift moreemphasis onto entertainment facilities. In this way, greater and more favorableconsumer experiences will prevail should core service, employee service and servicescape be managed soundly, and more customers for entertainment facilities will turn into potential shopping center consumers, simultaneously elevating shopping centerattractiveness and spillover consumption.