Influence of Shopping Experience on Shopping/Convenience Store Selection

Abstract

In this paper the influence of shopping experience on a specific shopping store selection has been investigated. Four dimensions of shopping experience namely Accessibility, Atmosphere, Environment and Service Personnel were proposed, and a 15-item measure is developed to measure 304 consumer perceptions of the shopping experience across different regions of Pakistan using Structural Equation Modelling. Findings indicate that shopping experience enjoyment has a significant positive influence upon customers‟ selection of shopping destinations. Furthermore, the study highlights different aspects under which these preferences could be altered such as under gender Influence,economic factors, legal boundaries; these preferences seem to be affected up to a considerable amount and the impact of such factors could not be overlooked.

Keywords: shopping experience, shopping store selection, accessibility, atmosphere, environment, shopping personnel