The More I Feel the Experience, the More I Buy
Diana Gavilan, Maria Avello, Carmen Abril

Abstract
Shopping behaviour and shopping malls have received significant attention in the academic literature in the past years. At the same time, Experiential Marketing knowledge has proven to be essential for the understanding of consumer behaviour. Despite the importance achieved by the aforementioned topics, the depiction of shopping mall consumers attending to the way they live the shopping experience is still scarce. This study conducts a segmentation 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 the mall differently, and that their purchasing behaviour differs in expenditure, visit duration, planned and unplanned purchases, and re-patronage intention. The findings of the research are discussed for future academic research and to assist retailers in the definition of strategies addressed to enhancing shopping experiences among different type of customers.

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