Entrepreneurialism in discovering the role of inspiring shopping motivation in Australia and Indonesia
This study examines the influence of shopping through creative and innovative shopping experience in generating motivation. The shopping experience of two cross-cultural survey, carried out in Perth (Australia) and Surabaya (Indonesia), is presented. A total of 618 shoppers in two locations participated in the study. The store environment chosen for the study are supermarkets, speciality store and department stores. The number of respondents was equally distributed between types of stores. Regression analysis indicates that significant relationships exist in both places between creative and appealing store atmosphere and shopping motivation, store atmosphere and optimum stimulation level, cognitive responses and shopping motivation.
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