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Shopping value orientation: Conceptualization and measurement

Author

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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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    References listed on IDEAS

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    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.
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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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    Keywords

    Consumer; Shopping; Value orientation; Measure; Validity;

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