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Shopping value orientation: Conceptualization and measurement

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

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    File URL: http://www.sciencedirect.com/science/article/pii/S0148296312001841
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    Article provided by Elsevier in its journal Journal of Business Research.

    Volume (Year): 67 (2014)
    Issue (Month): 1 ()
    Pages: 2884-2890

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    Handle: RePEc:eee:jbrese:v:67:y:2014:i:1:p:2884-2890
    Contact details of provider: Web page: http://www.elsevier.com/locate/jbusres

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    1. 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.
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    5. 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 P322-P330.
    6. 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.
    7. Hirschman, Elizabeth C., 1984. "Experience seeking: A subjectivist perspective of consumption," Journal of Business Research, Elsevier, vol. 12(1), pages 115-136, March.
    8. Babin, Barry J & Darden, William R & Griffin, Mitch, 1994. " Work and/or Fun: Measuring Hedonic and Utilitarian Shopping Value," Journal of Consumer Research, University of Chicago Press, vol. 20(4), pages 644-56, March.
    9. 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.
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