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The Effects of Ethnicity and Gender on Teens' Mall Shopping Motivations

This study was designed to identify multidimensional shopping motivations from the hedonic and utilitarian perspectives. A total of 531 usable data was collected via a mall intercept survey with teen consumers in large shopping malls in three metropolitan cities. Teens' mall shopping motivations consisted of five dimensional constructs: Sensory Stimulation, Diversion, and Social Contact, reflecting hedonic needs; and Bargaining and Eating, reflecting utilitarian needs. These mall shopping motivations differed by ethnicity and gender. White teens exhibited a higher level of Eating motivation; non-White teens (e.g., African Americans and Hispanic Americans) were more likely to visit malls for Sensory Stimulation and Social Contact. In terms of gender, female teens were more likely to shop for Bargaining and Diversion, whereas male teens were more likely to shop for Eating and Social Contact. Implications of this study were discussed for mall retailers and consumer educators.