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Atmospheric Characteristics Influencing Consumer’s Appreciation of Dutch Inner City Shopping Areas
Ingrid Janssen ERES Annual Meeting July 5th 2013
Authors
2
Aloys BorgersPauline van de BergWouter DijkmanTim Op HeijRick WillemsJustin ElemansOnno SaesRobin TiktakIngrid Janssen
Agenda• Introduction• Research question and conceptual model• Methodology• Selection of study areas• Results• Conclusions and discussion
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Introduction: vacancy
4
Consumer spending declines
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Spendings non food
Consumer confidence
Leisure offers new chances?
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Leisure offers new chances?
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“Funshopper abandons shopping areas”
“Funshopping loses ground in Leisure market”
“Number of shopping center visitors declining”
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Adding experiential value: a solution?
Research question
Which – and how do –atmospherics of an inner city shopping area contribute to the experiential value of the consumer?
Sub question:Which role do age, gender and motivation have in this context?
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Research question and conceptual model
Which – and how do –atmospherics of an inner city shopping area contribute to the experiential value of the consumer?
Sub question:Which role do age, gender and motivation have in this context?
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Atmospherics
Literature review
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Atmospherics
Accessibility
Shop offer
Vacancy
Leisure / restaurants
Service level
Shape facades
Material of facades
Material of pavements
Colour of facades
Colour of pavements
Amount of light
Background noise
Music
Smell
Indoor
Impact greenery
Street furniture
Shop windows
Advertisement signs
Tidiness
Width of the street
Height of the buildings
Width to height ratio
Crowdedness
Other visitors
Colour of the light
Elevation
Which – and how do –atmospherics of an inner city shopping area contribute to the experiential value of the consumer?
Sub question:Which role do age, gender and motivation have in this context?
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Atmospherics Experiential value
Research question and conceptual model
Which – and how do –atmospherics of an inner city shopping area contribute to the experiential value of the consumer?
Sub question:Which role do age, gender and motivation have in this context?
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Atmospherics Experiential value
Interactions
Research question and conceptual model
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Atmospherics Experiential value
Interactions
Motivation: Utilitarian
Hedonic
Demographics: Age (generation Y, generation X, baby boomers
and builder generation)
Gender
Income
Education
Research question and conceptual model
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Selection study areas
Selection criteria
Variation characteristics within cities
Variation characteristics between the cities
Eindhoven
Dordrecht
Breda‘s-Hertogenbosch
Maastricht
Selection study areas
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4. Mosea Forum
Maastricht3. Entre Deux
2. Stokstraat
1. Maastrichter Brugstraat
Stokstraat, Maastricht
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Mosae Forum, Maastricht
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Response
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Total asked: 4249
Non response: 2087
Response: 2162
-
700
1462
MaleFemale
204
748
197176
321
295
219<1818-2526-3536-4546-5556-65>65
636
870
392
257
Utilitarian
Hedonic
Both
Other
MotivationAge
Gender
Analysis techniques
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Decision Tree Analyses
Structural Equation
Modelling
Discrete ChoiceModels
Assessments Preferences
EXPERIENTIAL VALUE
Decision tree analysis
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Decision tree analysisSome results:
• Distance to parking should be < 30 meters• The more fashion and luxury shops the better• The more restaurants, the better• ‘Diverse historic shaped’ facades are appreciated better,
specially in combination with rough pavement• Presence of street furniture, greenery and music is positive• The better the mood of the respondent the better the
assessment
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Structural equation modeling
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Structural equation modelingSome results:
• Shop offer is the most important variable• Shop window has a high influence on the general opinion• Indoor is preferred above outdoor shopping• High-income respondents are more negative
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Discrete choice analysisThe most favorite shop location:
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1. Indoor
2. Diverse & non-historical facades
3. Striking advertisement signs
4. Diverse & historical facades
5. Two or more restaurants or leisure facilities
6. Smooth pavements
7. Number of other shops (telecom, toy store)
Discrete choice analysisThe most atmospheric shop location:
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1. Striking advertisement signs
2. Rough pavements
3. Indoor location
4. Diverse & historical facades
5. Number of restaurants
6. High visual impact greenery
7. Number of fashion and luxury shops
8. Number of other shops
Conclusions• Three techniques show different results• Consistency: Shop offer, indoor / outdoor & material of
pavements are related to experiential value• Models show moderate fit• The most favorite shop location ≠ the most atmospheric
shop location• Hardly any difference between hedonic and utilitarian
motivated shoppers
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Discussion• It is all about the shop offer….• Atmosphere and experience is not the same• Experience and functionality are strongly related• We need another approach to explain the concept of
experience and atmosphere
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