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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. Aloys Borgers Pauline van de Berg Wouter Dijkman Tim Op Heij Rick Willems Justin Elemans Onno Saes Robin Tiktak

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  1. AtmosphericCharacteristicsInfluencingConsumer’sAppreciation of Dutch Inner City ShoppingAreasIngrid JanssenERES Annual Meeting July 5th 2013

  2. Authors AloysBorgers 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

  4. Introduction: vacancy

  5. Consumer spending declines Spendings non food Consumer confidence

  6. Leisure offers new chances?

  7. Leisure offers new chances? “Funshopperabandonsshopping areas” “Number of shopping center visitorsdeclining” “Funshopping losesground in Leisure market”

  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?

  10. Research question and conceptual model Atmospherics 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?

  11. Literature review Indoor Impact greenery Street furniture Shop windows Advertisement signs Tidiness Width of the street Height of the buildings Widthtoheight ratio Crowdedness Othervisitors Colour of the light Elevation Accessibility Shop offer Vacancy Leisure / restaurants Service level Shapefacades Material of facades Material of pavements Colour of facades Colour of pavements Amount of light Background noise Music Smell Atmospherics

  12. Research question and conceptual model Atmospherics Experientialvalue 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. Research question and conceptual model Interactions Atmospherics Experientialvalue 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?

  14. Research question and conceptual model Motivation: UtilitarianHedonic Demographics: Age(generationY, generationX, baby boomers and buildergeneration) GenderIncome Education Interactions Atmospherics Experientialvalue

  15. Selection study areas Selection criteria Variationcharacteristicswithincities Variationcharacteristicsbetweenthe cities Dordrecht ‘s-Hertogenbosch Breda Eindhoven Maastricht

  16. Selection study areas 4. Mosea Forum 3. Entre Deux Maastricht 1. MaastrichterBrugstraat 2. Stokstraat

  17. Stokstraat, Maastricht

  18. Mosae Forum, Maastricht

  19. Gender Response Total asked: 4249 - Non response: 2087 Response: 2162 Motivation Age

  20. Analysis techniques Decision Tree Analyses StructuralEquationModelling Discrete Choice Models Assessments Preferences EXPERIENTIAL VALUE

  21. Decision tree analysis

  22. 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. Structural equation modeling

  24. 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. Discrete choice analysisThe most favorite shop location: 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)

  26. Discrete choice analysisThe most atmospheric shop location: 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

  27. 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. 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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