Gender-related wayfinding time of mall shoppers |
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Authors: | Jean-Charles Chebat,Claire Gé linas-Chebat |
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Affiliation: | a HEC Montreal, Canada b University of Quebec at Montreal, Canada ? Corresponding author. Chair of Commercial Space and Customer Service Management Holder, HEC-Montreal School of Management, 3000 Côte Ste-Catherine, Local 4.348, Montreal, Québec, Canada, H3T 2A7. Tel.: +1 514 340 6846. |
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Abstract: | The relative superiority of males over females with respect to wayfinding performance in real life is not clearly established in the literature. The present study aims at clarifying the issue in the specific case of wayfinding in shopping malls environment. An experimental study using actual shoppers in a mall showed that the relationship between gender and time necessary to find a store within a mall is mediated by both shopping values and the use of information sources. Compared to male shoppers, female shoppers were found to be more hedonist and use people as a source of information, which in turn was instrumental in reducing wayfinding time. |
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Keywords: | Wayfinding Shopping mall Shoppers Wayfinding efficiency |
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