Impact of movie-watching on cross-selling revenue in shopping malls: Implications for post-pandemic recovery
Journal of Retailing and Consumer Services
; 73, 2023.
Article
in English
| Scopus | ID: covidwho-2298593
ABSTRACT
The COVID-19 pandemic has prompted consumers to postpone in-store purchases and shift to online shopping, decreasing overall retail spending. As the global lockdown eases and shoppers return to offline stores and malls, shopping malls seek to facilitate in-store consumer experiences at entertainment facilities. Given the importance of entertainment facilities to the cross-selling revenue of shopping malls, we investigate the relationship between consumers' movie-watching and subsequent (hedonistic) grocery purchases. Our analysis of a panel database that includes transaction details at the consumer level shows that movie-watching is negatively correlated with consumer spending. Furthermore, consumers' psychological states induced by content and contextual factors moderate the negative effect of movie-watching;after watching a fantasy (as compared to thriller) genre or watching a movie in a less crowded theater, consumers are more likely to make hedonic purchases at the supermarket. These findings provide theoretical and managerial implications for retail operators exploring cross-selling opportunities post-pandemic. © 2023
Full text:
Available
Collection:
Databases of international organizations
Database:
Scopus
Type of study:
Experimental Studies
/
Randomized controlled trials
Language:
English
Journal:
Journal of Retailing and Consumer Services
Year:
2023
Document Type:
Article
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