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Shopping-related attitudes: a factor and cluster analysis of Northern California shoppers


  • Patricia L Mokhtarian
  • David T Ory
  • Xinyu Cao


This paper presents an analysis of general shopping and travel-related attitudes collected from a custom-designed Internet-based survey conducted in the spring of 2006, of randomly selected residents of two communities in Northern California. These and other data collected in the survey will eventually lead to models of shopping mode (channel) choice, intention, and frequency among other analyses. In this early examination of the data (Neq 966), exploratory factor analysis is performed to identify the conceptual constructs underlying a group of forty-two general shopping-related attitudinal statements, with which respondents agreed or disagreed on a five-point Likert-type scale. From the nineteen potential constructs identified in the design stage, thirteen dimensions emerged empirically: shopping and store enjoyment, price and time consciousness, impulse buying, materialism, trust, caution, trendsetting, and opinions with respect to credit card usage, technology, exercise, and the environment. Cluster analysis is then conducted to identify seven market segments having different attitudinal profiles: store shopaholics (15%), bichannel shopaholics (14%), time-starved worriers (16%), nonmaterialistic greens (16%), unwired antishoppers (14%), practical and leisure-oriented (13%), and technoconservatives (11%). These segments differ significantly, in logical ways, on a number of sociodemographic and other characteristics, including shopping channel choices. Thus, more detailed investigations of choice behavior using these market segments should prove fruitful.

Suggested Citation

  • Patricia L Mokhtarian & David T Ory & Xinyu Cao, 2009. "Shopping-related attitudes: a factor and cluster analysis of Northern California shoppers," Environment and Planning B: Planning and Design, Pion Ltd, London, vol. 36(2), pages 204-228, March.
  • Handle: RePEc:pio:envirb:v:36:y:2009:i:2:p:204-228

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    Cited by:

    1. Tang, Wei & Mokhtarian, Patricia L, 2009. "Accounting for Taste Heterogeneity in Purchase Channel Intention Modeling: An Example from Northern California for Book Purchases," Institute of Transportation Studies, Working Paper Series qt3v25m8dc, Institute of Transportation Studies, UC Davis.
    2. repec:kap:transp:v:45:y:2018:i:2:d:10.1007_s11116-017-9792-0 is not listed on IDEAS
    3. repec:kap:transp:v:44:y:2017:i:5:d:10.1007_s11116-016-9683-9 is not listed on IDEAS
    4. Jonas De Vos & Patricia L. Mokhtarian & Tim Schwanen & Veronique Van Acker & Frank Witlox, 2016. "Travel mode choice and travel satisfaction: bridging the gap between decision utility and experienced utility," Transportation, Springer, vol. 43(5), pages 771-796, September.
    5. Xinyu Cao & Zhiyi Xu & Frank Douma, 2012. "The interactions between e-shopping and traditional in-store shopping: an application of structural equations model," Transportation, Springer, vol. 39(5), pages 957-974, September.

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