Effect of shopping motives and store attributes on shopping enjoyment

Young shoppers frequent the growing number of malls in Jakarta, Indonesia, as places for socializing and self-actualization. As an emerging age group, young shoppers are a vital market segment. This study divides young shoppers into segments, distinguished by levels of self-esteem, extraversion, and interpersonal com-munication. These characteristics can be further grouped into distinct segments: social butterflies, confident techies, and self-contained shoppers. This study examines the differences among the three groups, including shopping motives, store attributes important to young shoppers, and shopping enjoyment. The study found a significant difference between segment groups. The consumer typology of youth shoppers exists on several dimensions in the variable of shopping motives, store attribute, and shopping enjoyment. As a segment, social butterfly had the highest mean on several dimensions. This was followed by the confident techies’ segment and self-contained shoppers segment, respectively. Based on the results, store management can offer each segment group different treatments in its marketing activities. The study also presents the most significant influencing dimensions of shopping enjoyment in order to explain youth shopping: anticipated utility, en-hancement, and price orientation.