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.