The shopping experience of female fashion leaders

  • Michon R
  • Yu H
  • Smith D
 et al. 
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Purpose – The purpose of this paper is to explore how the shopping mall environment impacts on hedonic and utilitarian shopping experiences, and approach behaviour of fashion leaders and followers.Design/methodology/approach – Fashion shoppers' response and behaviour has been modelled in an invariant multigroup latent structural path analysis. Paths were initially constrained and then released as required. More than 300 usable questionnaires were acquired from a mall intercept in a regional urban middleclass shopping centre. Participants were probed on their attitude about fashion, perception of the shopping mall, present mood, shopping value and approach behaviour toward the mall.Findings – The mall environment directly influences fashion leaders' hedonic shopping experience and approach behaviour. Fashion followers' hedonic shopping experience may be mood driven, while that of fashion leaders' is triggered by higher involvement cognitive processing.Research limitations/implications – This study was carr...

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  • Richard Michon

  • Hong Yu

  • Donna Smith

  • Jean‐Charles Chebat

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