Investigating the Moderating Role of Transport Mode Factors on the Entertaining Shopping Experience of the Mature Consumer Abstract

Previous research provides evidence that the ‘entertaining shopping experience’ is influenced by dependent variables of retailer factors and customer factors. Yet few studies have investigated the moderating effect of transportation mode factors upon retailer factors and customer factors. This paper addresses these issues in context of the looming mobility concerns that accompany Australia’s fastest-growing consumer segment, the mature consumer. Managerial implications are impressive. Retailers need to take into account the remarkable changes in the lifestyle of mature consumers facilitated by growing dependence on automobiles. A more sophisticated understanding of gerontographic segments allows retailers to position and promote themselves better to enhance the entertaining shopping experience.