1

Introduction

The shopping experience has long been regarded as a social experience that evokes feelings of

escapism in the minds of the customers. This aspect has been recognized as a competitive tool

among retailers who are now seeking better ways to make shopping a leisure activity as the

customer enjoys the experience of being in the shopping center. This phenomenon has been

acknowledged within the academic area and has been studied by numerous academic disciplines

to identify the motives that drive the shopping experience of the customers. Is the use of

shopping time more enjoyable than the purchase of goods? Therefore, this paper reviews and

discusses the key works of literature that are concerned with shopping with various surveys and

research conducted by corresponding authors.

Leisure Shopping

Overview and Theoretical Background

According to Backstrom (2011), leisure shopping is a browsing activity influenced by social

factors that are characterized by pleasant experiences. The customer is motivated by the feelings

that are generated from exploring the shopping experience rather than the actual purchase. That

is, the focus is on the retail store environment rather than the desire for purchasing the products

or services. As such, the customer feels that the store provides him with an experience that is

unique from the other store. Hence the customer will revisit the place to enjoy the same

refreshing emotions evoked by the shopping village. The customer enjoys visiting the shopping

center to meet friends and relatives and enhance their relationship.

Triantafillidou et al. (2017) further add that customers enjoy the pleasurable experience from just

being in the retail store, the idea of interaction with people and the merchandise elicit a hedonic

experience that relates to a feeling of joy and happiness. The researchers further add that,
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although the feeling of happiness is mostly associated with most customers, some customers are

motivated by escapism. The experience that is associated with fantasy. That is, experiences from

the retail store offer customers a phantom that they sink into their desires and wishes. For such

customers, shopping is about quest rather than conquest. The feeling of fantasy is associated with

the visual feasting and aspirations from the display of the merchandise. Perrera & Surtha (2018)

further add that learning is also associated with the leisure shopping experience. That is, some

customers enjoy shopping to increase knowledge by exploring new products and services and

new trends that exist in the marketplace.

The Effect of Store Characteristics

The features of the shopping village comprise attributes related to the store environment and the

merchandise such as quality and pricing. Ballantine et al., (2015) point out that the experience of

the customer experiences arises from his encounter with the store's atmosphere. This experience

results in customer satisfaction. Ofir & Simonson (2005) suggest that the expectation of the

customer determines their satisfaction and experience. They conducted a series of field

experiment and suggested that pre-purchase expectations often encourages customers to perceive

shopping experience as positive or negative. The rate that determines the tendency that is related

to a positive or negative attitude from an experience is the physical aspects of the shopping

experience. The authors argue that a customer will perceive an experience as negative based on

the features and physical elements of the shopping village.

Regardless of the customer's intention whether to purchase or simply enjoy the environment, his

perspective will be based on whether the building had adequate stores that housed most

merchandises, their amenities, and the services offered in the building. In the study conducted,

most of the customers rated quality modern shopping facilities with numerous shopping outlets
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as a positive experience while the structures that were outdated with few outlets as a negative

experience. Terblanchie (2018) surveyed to measure the impact of shopping centers before the

customers enter the store, the findings suggested that customers will associate modern shopping

malls that appeared luxurious or expensive as evoking a positive customer experience compared

to old shopping centers. Additionally, Bagdare et al. (2013) point out that, features installed in

the retail stores such as recreational facilities such as swimming pools, roller coasters, and movie

cinemas have an impact on the number of people visiting the shopping centers.

Effects on Travelling and Tourism

Rabbiosi (2014) surveyed Paris to determine the relationship between leisure shopping and

tourism. The findings reported that Paris is a major tourist attraction because of the shopping

experience it offers to customers. Fashion clothes outlets such as Luis Vuitton are found in most

places but people would rather visit Paris to shop at the same store which is found in their local

cities. This has rejuvenated the images of cities such as Paris and enhances its global competitive

advantage. This has resulted in Paris being renamed a "fantasy city" because most people wish to

experience shopping in that city. In the survey carried out by Coquery (2014) in London where

there is plenty of fashion outlets including Luis Vuitton, the majority of female respondents

suggested Paris as their dream destination. This has had a positive impact on tourism in the

country.

Zaidan (2015) explored the effects of luxury shopping in Dubai from the perspective of the

tourist. Dubai is renowned as a luxury shopping destination with the largest shopping mall in the

world. As such, wealthy people would prefer to travel to Dubai and experience the joy of

engaging in shopping in that region. The study conducted showed that customers perceive Dubai

as shopping heaven with its competitive advantage as a luxurious destination. Although it's
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difficult to phantom the reasons why people would prefer traveling overseas to shop while the

same products are found in the same region. The researcher associated the phenomenon with

psychological needs and points out that tourists’ attractions are not the major determinant of the

increase of tourists in Dubai but rather the shopping experience.

Conclusion

Although there are various theories on leisure shopping, one aspect is supported by most

researchers is the experience related to shopping. Customers tend to visit shopping centers which

results in creating happiness and joy for them. Hence, customers would prefer traveling to

regions or countries renowned for the best shopping experience regardless of the traveling

expenditure associated with air travel and accommodation. For such customers, experience

derived from shopping is what matters regardless of the price or cost associated with the travel.

Most businesses have adopted e-commerce in their operations and the customer can simply order

the product and it will be delivered. However, online shopping does not ignite the passion

associated with traditional shopping experiences. As such, much emphasis should be placed to

understand the phenomenon and relate to the psychological needs.

Reference Table

References Summary Assessment

Bäckström, K. (2011). Shopping as leisure: An The author examines This piece of
exploration of manifoldness and dynamics in leisure-time shopping the article
consumers' shopping experiences. Journal of
influenced by social was useful in
Retailing and Consumer Services, 18(3), 200-209
factors. Customers are understandin
propelled with the desire g motives
of experiencing around
shopping rather than the leisure
actual purchase of the shopping.
product or service.
 5

Bagdare, S. and Jain, R. (2013), "Measuring retail Recreational facilities The article

customer experience", International Journal of such as swimming helped relate
Retail & Distribution Management, Vol. 41 No. 10, pools, gyms, gaming other factors
pp. 790-804. zones, cinemas such as
significantly impact the recreations
experience of the with the
customer in the shopping
shopping center. Since experience.
customers relate
enjoyable moments with
a positive experience,
shopping centers with
such recreational
facilities attract more
people.
Ballantine, P.W., Parsons, A. and Comeskey, The physical attributes The article
K. (2015), "A conceptual model of the holistic of the shopping center discussed the
effects of atmospheric cues in fashion play a significant role in attributes of
retailing", International Journal of Retail & influencing the behavior the store
Distribution Management, Vol. 43 No. 6, pp. 503- of the customer and concerning
517 determines whether the leisure
customer will visit the shopping.
place or not. High-end
modern shopping
centers motivate
customers to revisit the
store over and over
regardless of the pricing.
Coquery, N. (2014). Shopping Streets in The designer outlets The article
Eighteenth-Century Paris. In The Landscape of established in Paris exist provided a
Consumption (pp. 57-77). Palgrave Macmillan, in London too, however, good
London. Retrieved from: customers travel from comparison
 6

https://doi.org/10.1057/9781137314062_4 London to Paris to buy of shopping

same fashion clothes experiences
that they could find in associated
their local city. with
different
cities.
Ofir, C., & Simonson, I. (2007). The effect of Customer satisfaction is
stating expectations on customer satisfaction and derived from the
shopping experience. Journal of Marketing expectation he or she
Research, 44(1), 164-17 sets before purchasing
or entering the shopping
center. As such,
customers will associate
modern high-end malls
even though they have
not purchased any
product as a positive
experience while other
shopping malls are
perceived with a
negative experience.
Perera, K. J. T., & Sutha, J. (2018). Factors Customers are The article
influence on consumers’ leisure shopping behavior influenced by various helped
in shopping malls and its future research direction- factors that facilitate evaluate the
literature review’. International Journal of leisure shopping. factors that
Scientific and Research Publications, 8(2), 203-219 Learning is one of the influence
factors. Consumers want customers to
to gain knowledge on shop during
the prices, trends and be leisure time.
aware of various
products existing in the
market.
 7

Rabbiosi, C. (2015). Renewing a historical legacy: Tourism in Paris has The article
Tourism, leisure shopping and urban branding in been significantly provided
Paris. Cities, 42, 195-203. influenced by leisure- knowledge
time shoppers who on why
travel from different customers
countries to buy fashion are willing to
clothes from designer travel
stores available in their overseas
countries. This is due to regardless of
the experienced derived the costs
from shopping in Paris associated
which is regarded as a with
luxury shopping traveling.
destination.
Terblanche, N. S. (2018). Revisiting the Customers relate The article
supermarket in-store customer shopping shopping experience provided
experience. Journal of Retailing and Consumer with the physical aspects insight on the
Services, 40, 48-59. of the shopping centers. impact of
As such, the appearance physical
and physical attributes elements of
of the store impact their shopping
decisions as to whether centers.
to shop in that particular
place or not.
Triantafillidou, A., Siomkos, G. and Papafilippaki, The authors support the The articles
E. (2017), "The effects of retail store characteristics idea that social factors provided
on in-store leisure shopping influence leisure insight on
experience", International Journal of Retail & shopping and the emotional
Distribution Management, Vol. 45 No. 10, pp. customers will factors
1034-1060. experience a pleasant propelling
feeling of joy and leisure
happiness through shopping for
 8

interaction with people customers.

and merchandise in the
shopping village.
Zaidan, E. A. (2016). Tourism shopping and new Dubai is known as a The article
urban entertainment: A case study of luxury shopping provided
Dubai. Journal of Vacation Marketing, 22(1), 29- destination. Customers knowledge
41. travel across different on why
countries to visit Dubai customers
and enjoy high prices of are willing to
products. As such, this travel to
has significantly Dubai for
increased the number of shopping.
tourists in the region.
Davis, L. and Hodges, N. (2012), “Consumer The authors evaluate in- The article
shopping value: an investigation of shopping trip depth analysis to focused more
value, in-store shopping value, and retail format”, understand customer on consumer
Journal of Retailing and Consumer Services, Vol. shopping experiences in value
19 No. 2, pp. 229-239 different store formats to shopping
determine the values than leisure
associated with in-store time or
shopping experience
derived from
shopping.
Gilboa, S. and Vilnai-Yavetz, I. (2013), “Shop until The experiences of The article
you drop? An exploratory analysis of mall customers from focused only
experiences”, European Journal of Marketing, Vol. shopping in the mall are on the
47 Nos 1/2, pp. 239-259. a holistic phenomenon holistic
that is propelled by approach to
emotional and cognitive shopping.
reactions. Happiness and
joy will be perceived as
positive experiences
 9

while disappointment
will be associated with a
negative experience.
Kim, H.Y. and Kim, Y.K. (2008), “Shopping Consumers will relate an Although the
experience being article was
enjoyment and store shopping modes: the
positive if the leisure relevant to
moderating influence of chronic time pressure”,
time spent in the the study, the
Journal of Retailing and Consumer Services, Vol. shopping center was researchers
unnoticeable. The failed to
15 No. 5, pp. 410-419
customer should spend provide
quality time without qualitative
being aware that time is data to
running. support the
hypothesis.
 10

References

Bäckström, K. (2011). Shopping as leisure: An exploration of manifoldness and dynamics in

consumers shopping experiences. Journal of Retailing and Consumer Services, 18(3),

200-209

Bagdare, S. and Jain, R. (2013), "Measuring retail customer experience", International Journal

of Retail & Distribution Management, Vol. 41 No. 10, pp. 790-804.

Ballantine, P.W., Jack, R. and Parsons, A.G. (2010), “Atmospheric cues and their effect on the

hedonic retail experience”, International Journal of Retail & Distribution Management,

Vol. 38 No No. 8, pp. 641-653.

Ballantine, P.W., Parsons, A. and Comeskey, K. (2015), "A conceptual model of the holistic

effects of atmospheric cues in fashion retailing", International Journal of Retail &

Distribution Management, Vol. 43 No. 6, pp. 503-517

Coquery, N. (2014). Shopping Streets in Eighteenth-Century Paris. In The Landscape of

Consumption (pp. 57-77). Palgrave Macmillan, London. Retrieved from:

https://doi.org/10.1057/9781137314062_4

Davis, L. and Hodges, N. (2012), “Consumer shopping value: an investigation of shopping trip

value, in-store shopping value, and retail format”, Journal of Retailing and Consumer

Services, Vol. 19 No. 2, pp. 229-239

Gilboa, S. and Vilnai-Yavetz, I. (2013), “Shop until you drop? An exploratory analysis of mall

experiences”, European Journal of Marketing, Vol. 47 Nos 1/2, pp. 239-259.

Kim, H.Y. and Kim, Y.K. (2008), “Shopping enjoyment and store shopping modes: the

moderating influence of chronic time pressure”, Journal of Retailing and Consumer

Services, Vol. 15 No. 5, pp. 410-419.

 11

Ofir, C., & Simonson, I. (2007). The effect of stating expectations on customer satisfaction and

shopping experience. Journal of Marketing Research, 44(1), 164-17

Perera, K. J. T., & Sutha, J. (2018). Factors influence on consumers’ leisure shopping behavior

in shopping malls and its future research direction-literature review’. International

Journal of Scientific and Research Publications, 8(2), 203-219

Rabbiosi, C. (2015). Renewing a historical legacy: Tourism, leisure shopping and urban branding

in Paris. Cities, 42, 195-203.

Terblanche, N. S. (2018). Revisiting the supermarket in-store customer shopping

experience. Journal of Retailing and Consumer Services, 40, 48-59.

Triantafillidou, A., Siomkos, G. and Papafilippaki, E. (2017), "The effects of retail store

characteristics on in-store leisure shopping experience", International Journal of Retail

& Distribution Management, Vol. 45 No. 10, pp. 1034-1060.

Zaidan, E. A. (2016). Tourism shopping and new urban entertainment: A case study of

Dubai. Journal of Vacation Marketing, 22(1), 29-41.