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Shopping value orientation: Conceptualization and measurement

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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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    7. Jaehye Suk & Xu Li & Hyesun Hwang, 2023. "A systematic review of consumer empowerment research trends: Evidence from esteemed consumer studies journals," Journal of Consumer Affairs, Wiley Blackwell, vol. 57(3), pages 1423-1452, July.
    8. Harris, Patricia & Dall’Olmo Riley, Francesca & Hand, Chris, 2018. "Understanding multichannel shopper journey configuration: An application of goal theory," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 108-117.
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    13. 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.
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    15. Rosenbaum, Mark S. & Russell-Bennett, Rebekah & Drennan, Judy, 2015. "Commercial friendships between gay sales associates and straight female customers in luxury settings: A proposed theoretical framework," Journal of Retailing and Consumer Services, Elsevier, vol. 27(C), pages 179-186.
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    18. Quoc Trung Pham & Xuan Phuc Tran & Sanjay Misra & Rytis Maskeliūnas & Robertas Damaševičius, 2018. "Relationship between Convenience, Perceived Value, and Repurchase Intention in Online Shopping in Vietnam," Sustainability, MDPI, vol. 10(1), pages 1-14, January.

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