Generational Differences in Evaluation of Shopping Malls
- Yeonsook Kim (University of North Texas)
- Youn-Kyung Kim (University of Wisconsin, Madison)
The purpose of the study is to investigate the generational differences in evaluation of shopping malls. The mall intercept survey was conducted in four major regional malls in the U.S. The sample included 165 Generation Y, 146 Generation X, 155 Baby Boomers, and 164 mature consumers. The evaluation on shopping malls was factorized into six factors: Diversion, Social Experience, Aesthetic Ambiance, Economic Incentive, Entertainment, and Browsing/ Refreshment.
How to Cite:
Kim, Y. & Kim, Y., (1998) “Generational Differences in Evaluation of Shopping Malls”, International Textile and Apparel Association Annual Conference Proceedings 1999(1).