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Smart Shoppers¡¯ Purchasing Experiences: Functions of Product Type, Gender, and Generation

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  • Kelly Green Atkins
  • Sae-Young Jessica Hyun

Abstract

Today¡¯s consumers want to feel smart while shopping by minimizing the costs associated with shopping trips (e.g., time, effort, or money) and maximizing the benefits (e.g., convenience, ease, or finding the right product). This study examined whether smart purchasing experiences (i.e., effort and time saving, money saving, and making the right purchase) differ by product type, gender, and generation, after adjusting to the same levels of search and planning that were made before purchasing. Using 1474 respondents drawn by an online consumer panel, a series of ANCOVAs along with MANCOVA revealed that members of different genders and generational cohorts, when purchasing different product types, demonstrate distinct smart shopping purchase experiences in terms of saving time/effort, saving money, and making the right purchase. Specific suggestions are made for marketers to target each consumer and product group.

Suggested Citation

  • 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.
    • Handle: RePEc:ibn:ijmsjn:v:8:y:2016:i:2:p:1-12
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    References listed on IDEAS

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    Cited by:

    1. Vaishali Hemant Pardeshi & Vandana Khanna, 2021. "Factors influencing online apparel shopping orientation among women in Mumbai," Journal of Global Entrepreneurship Research, Springer;UNESCO Chair in Entrepreneurship, vol. 11(1), pages 163-174, December.
    2. Adriana Manolică & Andreea-Sînziana Guță & Teodora Roman & Lorin Mircea Dragăn, 2021. "Is Consumer Overchoice a Reason for Decision Paralysis?," Sustainability, MDPI, vol. 13(11), pages 1-16, May.
    3. Kol, Ofrit & Levy, Shalom, 2023. "Men on a mission, women on a journey - Gender differences in consumer information search behavior via SNS: The perceived value perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    4. Sabina Lissitsa & Ofrit Kol, 2021. "Four generational cohorts and hedonic m-shopping: association between personality traits and purchase intention," Electronic Commerce Research, Springer, vol. 21(2), pages 545-570, June.
    5. Flavián, Carlos & Gurrea, Raquel & Orús, Carlos, 2020. "Combining channels to make smart purchases: The role of webrooming and showrooming," Journal of Retailing and Consumer Services, Elsevier, vol. 52(C).

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    More about this item

    Keywords

    effort saving; money saving; right purchase; smart purchasing experience; smart shopper; time saving;
    All these keywords.

    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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