Abstract
Although children are recognised as an important market segment, research on how children feel, perceive and experience shopping environment is still very limited. This study developed a conceptual framework of children shopping experience based on a review of 20 years of related research on how shopping atmospheric variables affect children aged between three to seven years old during their shopping journey. These articles are sourced from well-known academic databases including “Sage Publications”, “Emerald Insight”, and “Elsevier”. The conceptual framework explains how atmospheric variables influence children shopping experience from four perspectives: the role of children during shopping, act and response towards the shopping variables, variables as an agent of socialization and response from parents. Specific sub-level factors have also been summarised under each category for retail managers and designers to consider when designing a shopping atmosphere for this specific target customer.
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