Factor Affecting Repatronage Intentions of Male Customers on Entertainment Services

Entertainment business is one of a profitable business in Thailand. Many shopping centers in Thailand especially in “Bangkok Metropolitan� have entertaining sections to attract customers to visit the centers more often. Though customers of entertaining business are not restricted to a particular gender, male customer is known to be more interested in using entertaining services comparing to female customer. The framework of this study adopted Hart (2007) model of shopping experience enjoyment, together with the model of entertaining shopping experience by Ibrahim & Wee (2002). This paper studies male entertaining experience on repatronage intentions to visit entertaining department within shopping centers. The total of 264 samples was drawn from single male customer aged between 20-32 years old, living in Bangkok, who had ever used entertaining services in the shopping centers. 145 samples are collected from personal interview and 119 samples are collected from on line survey.