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Gender-related Wayfinding Time of Mall Shoppers : the Mediating Effects of Shopping Values and Information Sources
| Content Provider | Semantic Scholar |
|---|---|
| Author | Chebat, Jean-Charles Gélinas-Chebat, Claire Therrien, Karina |
| Copyright Year | 2007 |
| 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 shop within a mall is mediated by both shopping values and the use of information sources. Female shoppers were found to be more hedonist and to use more people as a source of information, which in turn were shown to reduce wayfinding time. It is proposed that males and females shoppers differ mostly in terms of their learned relation with the mall environment and the specific shopping activity. |
| File Format | PDF HTM / HTML |
| Alternate Webpage(s) | http://www.lalondeconference.com/CB/2007_lalonde_seminar/N24.pdf |
| Language | English |
| Access Restriction | Open |
| Content Type | Text |
| Resource Type | Article |
