earticle

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This study attempted to apply retail entertainment to develop a competitive strategy for local retailers against large retail chains aggressively expanding to across nation and threatening local, especially, small retailers. Considering the purpose of retail entertainment which is to provide entertaining shopping experiences, the study hypothesized that basic retail marketing elements as well as large entertainment facilities could stimulate consumer responses (perceived excitement and visit intention) and that retail entertainment should include basic marketing elements. The study examined consumer responses to different retail entertainment factors, differences in consumer responses by consumer characteristics, and the relationships among consumer responses to entertainment and hedonic shopping value. Eight retail entertainment factors were extracted, and consumer responses were higher on retail marketing, parks, retail, dining, services, sport facilities, entertainment facilities, and cultural entertainment in that order. There were a variety of differences in consumer responses by consumer characteristics and positive relationships among consumer responses and hedonic shopping value. The results showed that basic retail marketing elements were more important than typical entertainment facilities for customers' entertaining shopping experiences and that even small local retailers could apply retail entertainment without large investments for entertainment facilities. Further implications for local retailers were discussed.