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Retail career attractiveness to college students: Connecting individual characteristics to the trade-off of job attributes

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  • Oh, Hyunjoo
  • Weitz, Barton
  • Lim, Jeremy

Abstract

This study examines how U.S. business college students evaluate the attractiveness of potential job opportunities by making trade-offs among important job attributes. Using a conjoint approach, we examine the relative importance of industry type, starting salary, five-year salary, training, benefits, and work-life balance in job choice decisions. We also examine the effects of job applicants' career expectations and core competencies on their job choice determinants. An analysis of 162 business students' evaluations of 27 job profiles indicates that five-year-salary outweighs all other attributes. Their career expectations and core competencies have a substantial influence on their ensuing job choice. We suggest recruitment strategies to target recent college graduates with consideration of individuals' different career expectations and core competencies.

Suggested Citation

  • Oh, Hyunjoo & Weitz, Barton & Lim, Jeremy, 2016. "Retail career attractiveness to college students: Connecting individual characteristics to the trade-off of job attributes," Journal of Retailing and Consumer Services, Elsevier, vol. 31(C), pages 345-354.
    • Handle: RePEc:eee:joreco:v:31:y:2016:i:c:p:345-354
    DOI: 10.1016/j.jretconser.2016.04.012
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    References listed on IDEAS

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    1. Kim, HaeJung & Knight, Dee K. & Crutsinger, Christy, 2009. "Generation Y employees' retail work experience: The mediating effect of job characteristics," Journal of Business Research, Elsevier, vol. 62(5), pages 548-556, May.
    2. Mark C. Berger, 1988. "Predicted Future Earnings and Choice of College Major," ILR Review, Cornell University, ILR School, vol. 41(3), pages 418-429, April.
    3. Sethuraman, Raj & Kerin, Roger A. & Cron, William L., 2005. "A field study comparing online and offline data collection methods for identifying product attribute preferences using conjoint analysis," Journal of Business Research, Elsevier, vol. 58(5), pages 602-610, May.
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    1. Juyeon Oh & Seunghwan Myeong, 2021. "What Matters for Job Security? Exploring the Relationships among Symbolic, Instrumental Images, and Attractiveness for Corporations in South Korea," Sustainability, MDPI, vol. 13(9), pages 1-14, April.

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