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Atmospheric Characteristics Influencing Consumer’s Appreciation of Dutch Inner City Shopping Areas Ingrid Janssen ERES Annual Meeting July 5th 2013.

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Presentation on theme: "Atmospheric Characteristics Influencing Consumer’s Appreciation of Dutch Inner City Shopping Areas Ingrid Janssen ERES Annual Meeting July 5th 2013."— Presentation transcript:

1 Atmospheric Characteristics Influencing Consumer’s Appreciation of Dutch Inner City Shopping Areas Ingrid Janssen ERES Annual Meeting July 5th 2013

2 Authors 2 Aloys Borgers Pauline van de Berg Wouter Dijkman Tim Op Heij Rick Willems Justin Elemans Onno Saes Robin Tiktak Ingrid Janssen

3 Agenda Introduction Research question and conceptual model Methodology Selection of study areas Results Conclusions and discussion 3

4 Introduction: vacancy 4

5 Consumer spending declines 5 Spendings non food Consumer confidence

6 Leisure offers new chances? 6

7 7 “Funshopper abandons shopping areas” “Funshopping loses ground in Leisure market” “Number of shopping center visitors declining”

8 8 Adding experiential value: a solution?

9 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? 9

10 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? 10 Atmospherics

11 Literature review 11 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

12 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? 12 Atmospherics Experiential value Research question and conceptual model

13 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? 13 Atmospherics Experiential value Interactions Research question and conceptual model

14 14 Atmospherics Experiential value Interactions Motivation:Utilitarian Hedonic Demographics:Age ( g eneration Y, g eneration X, baby boomers and b uilder generation) Gender Income Education Research question and conceptual model

15 15

16 Selection study areas Selection criteria Variation characteristics within cities Variation characteristics between the cities Eindhoven Dordrecht Breda ‘s-Hertogenbosch Maastricht

17 Selection study areas Mosea Forum Maastricht 3. Entre Deux 2. Stokstraat 1. Maastrichter Brugstraat

18 Stokstraat, Maastricht 18

19 Mosae Forum, Maastricht 19

20 Response 20 Total asked: 4249 Non response: 2087 Response: Motivation Age Gender

21 Analysis techniques 21 Decision Tree Analyses Structural Equation Modelling Discrete Choice Models AssessmentsPreferences EXPERIENTIAL VALUE

22 Decision tree analysis 22

23 Decision tree analysis Some 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 23

24 Structural equation modeling 24

25 Structural equation modeling Some 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 25

26 Discrete choice analysis The most favorite shop location: 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)

27 Discrete choice analysis The most atmospheric shop location: 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

28 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 28

29 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 29


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