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Shopping value orientation: Conceptualization and measurement

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  • Kim, Youn-Kyung
  • Lee, Min-Young
  • Park, Soo-Hee

Abstract

Consumers exhibit diversified shopping value in a highly competitive retail environment, which entails investigating multiple dimensions of consumer shopping value orientation that are important in determining an appropriate retail approach. To capture diverse aspects of consumer shopping value orientation, this study developed a comprehensive measurement which would (1) encompass both benefit and cost components, (2) embrace the domain beyond the boundary of product focus, and (3) comprise both utilitarian and hedonic aspects. Employing an extensive literature review, focus group and personal interviews, and surveys, this study developed the nine-dimensional shopping value orientation (SVO) measure. The measure was validated with multiple tests such as convergent validity, discriminant validity, and nomological validity. Its applicability in the retail setting was demonstrated with cluster analysis accompanied by correspondence analysis. Implications for retailers as well as future research directions are provided.

Suggested Citation

  • Kim, Youn-Kyung & Lee, Min-Young & Park, Soo-Hee, 2014. "Shopping value orientation: Conceptualization and measurement," Journal of Business Research, Elsevier, vol. 67(1), pages 2884-2890.
    • Handle: RePEc:eee:jbrese:v:67:y:2014:i:1:p:2884-2890
    DOI: 10.1016/j.jbusres.2012.06.006
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    5. Ben Mimoun, Mohamed Slim & Lancelot Miltgen, Caroline & Slama, Boulbeba, 2022. "Is the shopper always the king/queen? Study of omnichannel retail technology use and shopping orientations," Journal of Retailing and Consumer Services, Elsevier, vol. 65(C).
    6. Harris, Patricia & Dall’Olmo Riley, Francesca & Hand, Chris, 2018. "Understanding multichannel shopper journey configuration: An application of goal theory," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 108-117.
    7. Gabriele Pizzi & Gian Luca Marzocchi, 2020. "Consumer-defined assortments: application of card-sorting to category management," Italian Journal of Marketing, Springer, vol. 2020(1), pages 67-84, March.
    8. Rokonuzzaman, Md & Harun, Ahasan & Al-Emran, Md & Prybutok, Victor R., 2020. "An investigation into the link between consumer's product involvement and store loyalty: The roles of shopping value goals and information search as the mediating factors," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).
    9. Ana Belen Tulcanaza-Prieto & Alexandra Cortez-Ordoñez & Chang Won Lee, 2023. "Influence of Customer Perception Factors on AI-Enabled Customer Experience in the Ecuadorian Banking Environment," Sustainability, MDPI, vol. 15(16), pages 1-22, August.
    10. Cervellon, Marie-Cécile & Sylvie, Jean & Ngobo, Paul-Valentin, 2015. "Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 31-51.
    11. Kelly Green Atkins & Sae-Young Jessica Hyun, 2016. "Smart Shoppers¡¯ Purchasing Experiences: Functions of Product Type, Gender, and Generation," International Journal of Marketing Studies, Canadian Center of Science and Education, vol. 8(2), pages 1-12, April.
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