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Shopping value orientation: Conceptualization and measurement


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


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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    References listed on IDEAS

    1. Eastlick, Mary Ann & Feinberg, Richard A., 1999. "Shopping Motives for Mail Catalog Shopping," Journal of Business Research, Elsevier, vol. 45(3), pages 281-290, July.
    2. repec:eee:joreco:v:15:y:2008:i:5:p:399-409 is not listed on IDEAS
    3. Hirschman, Elizabeth C., 1984. "Experience seeking: A subjectivist perspective of consumption," Journal of Business Research, Elsevier, vol. 12(1), pages 115-136, March.
    4. Yoo, Changjo & Park, Jonghee & MacInnis, Deborah J., 1998. "Effects of Store Characteristics and In-Store Emotional Experiences on Store Attitude," Journal of Business Research, Elsevier, vol. 42(3), pages 253-263, July.
    5. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, Oxford University Press, vol. 9(2), pages 132-140, September.
    6. d'Astous, Alain, 2000. "Irritating Aspects of the Shopping Environment," Journal of Business Research, Elsevier, vol. 49(2), pages 149-156, August.
    7. Holbrook, Morris B., 2006. "Consumption experience, customer value, and subjective personal introspection: An illustrative photographic essay," Journal of Business Research, Elsevier, vol. 59(6), pages 714-725, June.
    8. Sheth, Jagdish N. & Newman, Bruce I. & Gross, Barbara L., 1991. "Why we buy what we buy: A theory of consumption values," Journal of Business Research, Elsevier, vol. 22(2), pages 159-170, March.
    9. repec:eee:joreco:v:15:y:2008:i:5:p:358-363 is not listed on IDEAS
    10. Eroglu, Sevgin A. & Machleit, Karen & Barr, Terri Feldman, 2005. "Perceived retail crowding and shopping satisfaction: the role of shopping values," Journal of Business Research, Elsevier, vol. 58(8), pages 1146-1153, August.
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    12. Katherine L. Fiori & Jacqui Smith & Toni C. Antonucci, 2007. "Social Network Types Among Older Adults: A Multidimensional Approach," Journals of Gerontology: Series B, Gerontological Society of America, vol. 62(6), pages 322-330.
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    1. repec:eee:joreco:v:27:y:2015:i:c:p:179-186 is not listed on IDEAS
    2. repec:gam:jsusta:v:10:y:2018:i:1:p:156-:d:126309 is not listed on IDEAS
    3. Chaney, Damien & Lunardo, Renaud & Bressolles, Grégory, 2016. "Making the store a place of learning: The effects of in-store educational activities on retailer legitimacy and shopping intentions," Journal of Business Research, Elsevier, vol. 69(12), pages 5886-5893.
    4. repec:eee:joreco:v:27:y:2015:i:c:p:31-51 is not listed on IDEAS

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    Consumer; Shopping; Value orientation; Measure; Validity;


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