Quality, value, satisfaction, trust, a

appropriation strategies adopted by shoppers. On the contrary, the third spatial configuration
(passive ludic space) does not seem to influence shoppers’ behaviour.
Conclusion
These two studies show that:
-Four behavioural strategies can be distinguished, each of which is a means for the consumer to
create a specific type of experience (“going by” functional, functional utilitarian, active ludic,
passive ludic);
-Discontinuity introduced in space creates the framework for shoppers’ mobility and influences
the types of strategies shoppers choose and the experience created. High discontinuity
encourages active ludic experience, whereas high continuity encourages functional utilitarian
experience.
As few empirical works were carried out on the topic, our two studies are exploratory. Two main
limits can be mentioned.
The first limit deals with the classification of the shopping trips. Few methodological tools exist
to measure the reliability of the allocation of the shopping trips to the different strategies.
Although we have used triangulation (with external data, with other research, and through
several classifications), the comparison to the classification of the shopping trips by another
researcher could be a useful indicator of reliability. Regarding the interpretation of the strategies,
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