Shopping As a Leisure Activity

Expect to attract households and families for the whole-day shopping and leisure experiences, building on the fact that some people have come to regard shopping as a leisure activity

Shopping as an Urban Leisure Activity - Springer

H1b Perceived freedom is positively related to one'spreference for shopping as a leisure activity.

Shopping as a leisure activity in the great outdoors | ReVamp Styling

Tauber (1972) discussed 11 motives for shopping apart from the acquisition of goods. Most of these motives can be described as pleasure and leisure-related. Carr's (1990) work was a step forward in identifying a continuum of activities between shopping as a leisure activity and shopping as a functional activity. Cox's (2001) work is in a similar vein. She categorized a spectrum of motivations for shopping or leisure behavior with 'purposeful shopping' at one extreme and attending a 'leisure event' at the other. This continuum does not however take into account the possibility that the most purposeful shopping trip may also have hedonic motivations or outcomes. It does make us notice that most of the shopper behavior does not deal with other leisure activities (sport, attending the theater, etc.) at the same time as pleasurable shopping.


There's lots of talk about the demise of the traditional high street, but that doesn't wash with the massive growth of coffee shops. We need to embrace in-store shopping as a leisure activity. Customers still want the best service and a great experience, whether online or in-store. My major concern is the race to the bottom on price, at the expense of service and quality.

H1c Involvement is positively related to one's preference forshopping as a leisure activity.
Shopping has become a leisure activity in its own right in the UK and Mintel's research reveals that 84% of the UK's adult population enjoy shopping/browsing for goods in person, while 33%, or 60% of Internet users, enjoy shopping or browsing for goods online. The UK has arguably one of the most sophisticated retail environments in the world, with Sunday trading and extended opening hours geared to the shopper's convenience, while considerable inward investment in the shopping environment has produced landmark schemes where leisure facilities frequently go hand-in-hand with the retail outlets themselves. The benefits of one-stop leisure destinations have become apparent for consumers, developers and operators alike.In the first model with the six dimensions of leisure asindependent variables and Unger and Kernan's (1983) leisurepreference scale as the dependent variable, intrinsic satisfaction,involvement, and arousal had significant positive effects on leisurepreference, with intrinsic satisfaction having the strongest influencefollowed by involvement and arousal. Thus, there was support for H1a andH1c as intrinsic satisfaction and involvement were positively related toone's preference for shopping as a leisure activity. The otherthree leisure dimensions, including perceived freedom, were notsignificant predictors of leisure preference. Hence, H1b was notsupported as perceived freedom did not have a significant effect on thedependent variable. This result may have been influenced by the lowreliability of the perceived freedom scale. The findings regarding theeffects of intrinsic satisfaction and involvement are consistent withUnger and Kernan's (1983) results.
H2 Social shopping is positively related to one's preferencefor shopping as a leisure activity.

tive, to shopping as a leisure activity

The research also showed that three dimensions of leisure(intrinsic satisfaction, involvement, and arousal) as well as socialshopping are significant predictors of consumers' perception ofshopping as a leisure activity. With the exception of intrinsicsatisfaction, which had a marginally significant pairwise comparisondifference, these results are consistent with the aforementioneddifferences observed between social recreational shoppers and nonsocialrecreational shoppers.

We need to embrace in-store shopping as a leisure activity

Shopping as Leisure and Obligation

The notion that shopping is a form of recreation or leisure forsome consumers has been acknowledged in the marketing and sociologyliterature. In an early shopper typology study, Bellenger, Robertson,and Greenberg (1977) classified consumers as convenience or recreationalshoppers based on their level of interest in shopping as a leisureactivity. Recreational shoppers had "a very high level of interestin shopping as a leisure-time activity," whereas convenienceshoppers' level of interest was "very low" (pp. 36-37).In subsequent research, Bellenger and Korgaonkar (1980) definedrecreational shoppers as "those who enjoy shopping as aleisure-time activity," contrasting them with "convenienceshoppers" who experienced no pleasure from the shopping process perse (p. 78). Westbrook and Black (1985) performed a cluster analysisbased on shopping motivations and identified a "shopping-processinvolved" cluster that they concluded corresponded to Bellenger andKorgaonkar's recreational shopper. In a qualitative study, Prus andDawson (1991) identified recreational shopping orientations as embracing"notions of shopping as interesting, enjoyable, entertaining andleisurely activity" (p. 149). Lunt and Livingstone (1992)identified five shopping groups, one of which was leisure shoppers, whofound shopping "pleasurable" (p. 90). In another qualitativestudy, Lehtonen and Maenpaa (1997) differentiated recreational orpleasurable shopping from "shopping as a necessary maintenanceactivity," characterizing it as being "an end in itself,playful, hedonistic, and experiential" (p. 144). The work ofWestbrook and Black, Prus and Dawson, and Lehtonen and Maenpaa arenotable since they began to capture the idea that recreational shoppingencompasses more than simple enjoyment.

shopping as a leisure activity and tend to browse in retail outlets “without an upcoming purchase in mind,” such shoppers are named as “recreational shoppers.

Leisure - Wikipedia, the free encyclopedia

Multiple regression analysis was used to test H1a, H1b, H1c, and H2to determine the effects of intrinsic satisfaction, perceived freedom,involvement and the social shopping dimension on consumers'perception of shopping as a leisure activity. Additionally, from anexploratory perspective, the other three leisure dimensions (arousal,mastery, and spontaneity) were included as independent variables in theregression models to also test the effects of these dimensions onconsumers' perceptions of shopping as a leisure activity. Theregression results are presented in Table 4.