The more I feel the experience, the more I buy

Resumen

Shopping behaviour and shopping malls have received significant attention in the academic literature in the pastyears. At the same time, Experiential Marketing knowledge has proven to be essential for the understanding ofconsumer behaviour. Despite the importance achieved by the aforementioned topics, the depiction of shoppingmall consumers attending to the way they live the shopping experience is still scarce. This study conducts asegmentation analysis with latent class clusters to reveal four shopping segments: "Charmed by Experience","Explorers", "Social Interactive" and "Disappointed" shoppers. The results suggest that customers experience themall differently, and that their purchasing behaviour differs in expenditure, visit duration, planned and unplannedpurchases, and re-patronage intention. The findings of the research are discussed for future academic researchand to assist retailers in the definition of strategies addressed to enhancing shopping experiences among differenttype of customers.