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Some scholars theorise that the creation of entertainment experience may play an essential role in enhancing the shopping mall's competitive edge. However, empirical research on the entertainment paradigm's effectiveness for shopping mall management generates inconclusive or even contradictory results. The current study, based on theories and empirical findings relevant to mall management coupled with an exploratory research, proposes the ‘Holistic Entertainment Experience for Wooing Shoppers’ model and then empirically tests its hypotheses with a cross-regional survey. In consequence, the current study helps to extend the theoretical and practical scopes of the entertainment paradigm and provides several strategic principles for mall managers.
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Shu‐pei Tsai (2009) studied this question.
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