This study sought to verify the shopping values that tourists pursue by purchasing at travel destinations based on tourists' motivation and identify the effects of these values on the types of fashion items preferred by tourists. Furthermore, this study verified the tourist shopping behavior of three Asian countries-Korea, China, and Japan-from a cross-cultural perspective. To obtain a sample that represents tourist shoppers in each country, a survey was conducted on adult men and women in their 20s to 60s, and 986 subjects were collected: 300 Koreans, 385 Chinese, and 301 Japanese. Factor analysis, structural equation modeling, and multigroup SEM were performed on the collected data using SPSS Statistics and AMOS. Based on escaping-seeking theory, tourist intentions were divided into escaping and seeking motivations, and tourist shopping values were divided into functional, emotional, and social. The shopping items were divided into materials and experiential goods to understand the difference between the types preferred by tourists according to the perceived value. In addition, differences in tourist shopping behaviors according to the three nationalities were identified. The findings illustrate that the escaping motive affects emotional and social values, whereas the seeking motive affects all three. Moreover, it was confirmed that functional and emotional values affect preference for material and experiential goods, but social value only affects preference for material goods. For the cross-cultural study, differences in tourist shopping behavior according to nationality were identified.
This study sought to identify the types of fashion brands preferred by tourists based on the shopping values that they pursue through purchases at tourist destinations and to verify the effects of these values on their satisfaction. To obtain a representative sample of South Korea's tourist shoppers, a survey was conducted among 300 subjects involving adult men and women in their twenties to sixties. Structural equation modeling analyses were performed on the collected data using SPSS and AMOS. The effects of tourist shopping values on brand attitudes were verified by dividing tourist shopping values into social, epistemic, and functional values and dividing brand attitudes into attitudes toward fashion global and local brands. Additionally, this work intended to ascertain the moderating effect of cosmopolitanism on tourist shopping behaviors. The analysis results reveal that a high level of epistemic value as perceived by tourists during shopping resulted in a corresponding high level of preference for local fashion brands. Furthermore, a high level of social value as perceived by tourists led to a high level of preference toward global fashion brands. Contrastingly, functional value influenced both local and global brands. As a result of the moderating effect, in the group with high cosmopolitanism tendency, the effect of epistemic value was not significant, but the low group significantly affected brand attitude based on the social and epistemic value. Given its academic and practical implications, the present study is likely to broaden the understanding of tourist shopping and facilitate future research on that phenomenon.
In the past, retailers secured customer loyalty by offering convenient locations, unique assortments of goods, better services than competitors, and good credit policy. All this has changed. Goods assortments among stores have become more alike as national-brand manufacturers place their goods in more and more retail stores. Service differentiation also has eroded. Many department stores have trimmed services, and many discount stores have increased theirs. Customers have become smarter shoppers. They don't pay more for identical brands, especially when service differences have diminished. In the face of increased competition from discount storess and specialty stores, department stores are waging a comeback war. Growth of intertype competition, competition between store-based and non-store-based retailing and growing investment in technology are changing the way consumers shop and retailers sell. Different types of stores-discount stores, catalog showrooms, department stores-all compete for the same consumers by carrying the same type of merchandise. The biggest winners are retailers that have helped shoppers to be economically cautious, simplified their increasingly busy and complicated lives, and provided an emotional connection. The growth of e-retailers has forced traditional brick-and-mortar retailers to respond. Basically brick-and-mortar retailers utilize their natural advantages, such as products that shoppers can actually see, touch, and test, real-life customer service, and no delivery lag time for small-sized purchases. They also provide a shopping experience as a strong differentiator. They are adopting practices as calling each shopper a "guest". The store atmosphere should match the basic motivations of the shopper. If target consumers are more likely to be in a task-oriented and functional mindset, then a simpler, more restrained in-store environment may be better. Consistent with this reasoning, some retailers of experiential products are creating in-store entertainment to attract customers who want fun and excitement. The retail experience must deliver value to turn a one-time visitor into a loyal customer. Retailers need a tool that measures the full range of components that define experience-based value. This study uses an experiential value scale(EVS) developed by Mathwick, Malhotra and Rigdon(2001) which reflects the benefits derived from perceptions of playfulness, aesthetics, customer "return on investment" and service excellence. EVS is useful to predict differences in shopping preferences and patronage behavior of customers. EVS consists of items measuring efficiency, economic value, visual appeal, entertainment value, service excellence, escapism, and intrinsic enjoyment, which are subscales of experiencial value. Efficiency, economic value, service excellence are linked to the utilitarian shopping value. And visual appeal, entertainment value, escapism and intrinsic enjoyment are linked to hedonic shopping value. It has been found that consumers value hedonic experiences activated from escapism and attractiveness of shopping environment as much as the product quality, price, and the convenient location. As a result, many department stores, discount stores, and other retailers are introducing differential marketing strategy based on emotional/hedonic values. Many researches suggest that consumers go shopping not only for buying products but also for various shopping experiences. In other words, they seek the practical, rational value as well as social, recreational values in the shopping process(Babin et al, 1994; Bloch et al, 1994). Retailers may enhance buyer's loyalty to store by providing excellent emotional/hedonic value such as the excitement from shopping, not just the practical value of buying good products efficiently. We investigate the effect of perceived shopping values on the emotional experience and store loyalty based on the EVS(Experiential Value Scales) developed by Holbrook(1994), Mathwick, Malhotra and Rigdon(2001). This study assumes that the relative effect of shopping value dimensions on the responses of shoppers will differ according to types of stores and analyzes the moderating effect of store type(department store VS. discount store) on the causal relationship between shopping value dimensions and store loyalty. Emprical results show that utilitarian values of shopping experience and hedonic value of shipping experience give the positive effect on the emotional response of consumers and store loyalty. We also found the moderating effect of store types. The effect of utilitarian shopping values on the attitude toward discount store is higher than the effect of utilitarian shopping values on the attitude toword department store. And the effect of hedonic shopping value on the emotional response to discount store is higher than on the emotional response to department store. The empirical results reflect on the recent trend that discount stores try to fulfill the hedonic needs of consumers as well as utilitarian needs(i.e, low price) that discount stores traditionally have focused on
Fashion companies are faced with more severe competition with the emergence of new types of retail formats. Retailers are coming up with new shopping values to maximize their profits and benefits of customers. The aim of this study was to study shopping values and analyze differences in store selection criteria and store visits among. The respondents were males and females with ages ranging from the 20's to the 40's, residing in Seoul and the Gyeonggi area. Data were collected via both online and offline. Data from 427 respondents were analyzed using SPSS 17.0. Results indicated that there were three categories including hedonic, informative, and reliable shopping values from the factors for clothing shopping values. They form three types of consumer groups such as active, passive-reliable, and hedonic-informative shopping value groups. These three groups were different in terms of demographic characteristics. For the factor influencing store preference, the range of product selection and customer service were the two significant features that showed substantial differences in the shopping value groups store's atmosphere, salespeople, convenient location, price, and brand store did not have significant differences across groups. Retailers of each fashion retail formats have to consider consumers shopping values for their retail decision makings.
The purpose of this study is to analyze the relationships between clothing image and clothing shopping orientation of middle aged women. For this purpose, the subjects of 300 adult women from in their 40’s to 50’s, living in Daegu area were sampled out by convenient sampling method. The result of this analysis are as follows. 1)a factor analysis identified six different types of clothing image: classy, bold, plain, feminine, casual, and peculiar. 2)five different types of clothing shopping orientation were identified: conspicuous, conformable, hedonic, uniqueness conscious, and quality conscious. 3)the results of multiple regression analysis found that clothing images affected clothing shopping orientation of middle aged women. This meant that significant relationships existed among these variables and there was a causal relationship between clothing image and clothing shopping orientation.
Conceptualization of store image have been suggested in the past by many marketing scholars. The dominant perspective about store image is treated as the results of a multi-attribute model. Store image is expressed as a function of the salient attributes of a particular store that are evaluated. Though, there is a little confusions about what elements compose the store image, most scholars agree that merchandise, service, atmosphere, physical facilities, comfort, and location are generally accepted elements as store image. A considerable researches support that shopping can provide both hedonic and utilitarian value. Hedonic shopping value reflects the value received from fantasy and emotive aspects of shopping experience, while utilitarian shopping value reflects the acquisition of products. These two types of shopping value can affect shopping satisfaction. This study examines the relationships among stores images(store atmosphere, salespeople services, facilities, product assortment, and store location), shopping values(utilitarian shopping value and hedonic shopping value), and shopping satisfaction based on discount stores (E-Mart, Home plus, and Lotte Mart). The author hypothesized that five store image components affect shopping values, and these shopping values affect shopping satisfaction. The author focused on the roles of perceived retail crowding between these relationships. Specifically, the author hypothesized that perceived retailing crowding moderated the relationship between shopping values and shopping satisfaction. The author also hypothesized the direct effect of perceived retail crowding on shopping satisfaction. Finally, the author hypothesized that five store image components affect directly shopping satisfaction. Research model is presented in
. To test model and hypotheses, data were collected from 114 consumers located mid-size city in local area. The author employs PLS methodology (SmartPLS 2.0) to test hypotheses. Data analysis results indicate that among five store images salespeople services, and store location affect utilitarian shopping value. Store atmosphere, salespeople services, and store location affect hedonic shopping value. Two shopping values affect shopping satisfaction. Hedonic shopping value affect more shopping satisfaction than utilitarian shopping value. Data analysis results is presented in
. The author examines the moderating effects of perceived retail crowding between shopping values and shopping satisfaction. Results indicate that there are no moderating effects between shopping values and shopping satisfaction. Moderating effects of perceived retail crowding between utilitarian shopping value and shopping satisfaction are presented in
. Moderating effects of perceived retail crowding between hedonic shopping value and shopping satisfaction is presented in . The author examines the direct effect of perceived retail crowding on shopping satisfaction. Results are presented in
. The author analyzed the relationship between perceived retail crowding and shopping satisfaction using WarpPLS 3.0 which can analyze the non-linear relationship. Result indicates that perceived retail crowding affects directly shopping satisfaction and there is a non-linear relationship between them. Among five store image components, store atmosphere and salespeople services affect directly shopping satisfaction. The author describes about the managerial implications, limitations, and future research issues.
This study focuses on customer loyalty that explains how firms can maintain long-term relationship with customers, in the internet shopping and mobile shopping contexts. Specifically, this study examines the key determinants of customer loyalty from two perspectives: service quality and shopping value. Concerning service quality, previous studies have long argued that it is a starting point of building customer loyalty. Shopping value is a key variable in capturing consumers' shopping motives. In this study, we consider two types of shopping value: usefulness as utilitarian value and enjoyment as hedonic value. Moreover, this study examines whether the effects of service quality and shopping value on customer loyalty differ depending on internet and mobile shopping groups. To test the proposed hypotheses, we conducted multiple linear regression analysis and chow test with a total of 199 data collected on users who have experience in internet shopping and mobile shopping. The key findings are as follows: First, in the internet shopping group, customer loyalty depends on service quality (responsiveness and empathy) and usefulness, whereas in the mobile shopping, it only depends on enjoyment. Second, the impacts of service quality and shopping value on customer loyalty are different depending on internet shopping and mobile shopping. The results imply that e-tailors should develop differential methods suitable for internet shopping or mobile shopping to enhance customer loyalty.
Purpose - The purpose of this study is to identify whether the operation of cultural centers in discount stores contributes to their profitability. Thus, this study is aimed at exploring how the lifestyles of customers who use the cultural centers influence their intention to use the discount stores. Specifically, the effect of shopping value on the correlation between the lifestyle types and usage intention of the customers were examined through a structured research model. To verify the effect, a survey on 139 customers of the Cultural Center of Nonghyup Hanaro Club's S branch was conducted and the valid questionnaires were used for analysis. Research design, data, and methodology - The findings are as follows. First, the lifestyles seeking self-realization had a positive effect on utilitarian value, and lifestyles seeking pop cultures had a positive effect on hedonic value. Second, the mediating effect of shopping value on the correlation between the lifestyle types and usage intention of the customers is as follows. Utilitarian value had a mediating effect only on the lifestyles seeking self-realization. In case of lifestyles seeking pop cultures, the use of Cultural Center had no effect on the intention to use the discount store. Third, an analysis of a revised research model revealed that the store usage intention of lifestyles seeking pop cultures can be enhanced by boosting the utilitarian value through hedonic value. Results - The findings suggest the following. Customers with lifestyles seeking self-realization, who value what is beneficial to them with little attention to the perceptions of others, are highly interested in the benefits they can gain from shopping. As for customers with lifestyles seeking pop cultures, they are highly likely to consume products popular in a particular culture such as new products and sports, based on financial stability they pursue. Thus, they prefer more subjective, personal experience, unlike consumers pursuing utilitarian value. Conclusions - As a result, the former pursues hedonic value gained in the process of shopping with fun and joy, rather than doing shopping with a particular purpose in mind. Therefore, Cultural Centers need to offer information that fits the lifestyles of the users so that they are more likely to use the discount stores. However, if the Cultural Centers offer unified, profit-driven products and information, just to increase their store sales, it can backfire, which occurred in the past. On the other hand, if they provide information that fits the lifestyles of the users, it can actually increase the sales. Also, the findings suggest that sophisticated marketing strategies that can boost the hedonic value of customers by linking the educational contents of Cultural Centers to actual shopping, which is beneficial to consumers, should be set and operated by discount stores. In particular, customers with lifestyles seeking self-realization can be encouraged to use the stores by making them recognize the utilitarian value. However, the use of Cultural Centers doesn't necessarily lead to higher sales among customers with lifestyles seeking pop cultures. As mentioned previously, unified marketing strategy is not as effective for Cultural Centers of large discount stores.
This research subdivided the groups of baby clothes purchasers by consumer value factors in order to study clothing behavior by the value group of baby clothes purchasers and to examine differences in shopping propensity, pursuit benefits, evaluation criteria, and utilization of information sources depending on the value groups 1. A total of three factors - the pursuit of a stable life, the pursuit of achievement, and the pursuit of pleasure - were derived by conducting a factor analysis on the value dimensions of baby clothes purchasers. The value types of baby clothes purchasers were classified into three groups - the group of the pursuit of achievement, the group of the pursuit of stability and pleasure, and the passive group as the result of conducting cluster analysis on the basis of three types of personal value factors. 2. In the difference of shopping propensity by the value group, the group of the pursuit of achievement and the group of the pursuit of stability and pleasure were found to be the group having economical shopping propensity. In the difference of pursuit benefits by the value group, the passive group appeared to be the group in pursuit of fashion, and it could be seen that the group of the pursuit of achievement and the group of the pursuit of stability and pleasure were highly interested in the pursuit of individuality and practicality. 3. In the evaluation criteria of clothes by the value group of baby clothes purchasers, the group of the pursuit of achievement was found to consider physical criteria as important evaluation criteria, and the group of the pursuit of stability and pleasure was found to consider aesthetic criteria as important evaluation criteria. In the utilization of information sources by the value group of baby clothes purchasers, the passive group was found to be influenced most by market-oriented information sources.
Retailers deploy new shopping value-additions to induce customers to shop more, thus driving compulsive buying tendencies, which lead to increased profits for them. Customers display their ambivalence in purchasing a product either through instantaneous consumption, such as when following the latest fashion trends, or methodical decision making. The aim of this study is to investigate the influence of consumers' ambivalent attitudes toward various aspects (brand, store, price, trends, and product types) of clothing shopping on compulsive behavior tendencies. Compulsive buying tendencies were analyzed in terms of the shopping value group and demographic characteristics. For the empirical research, a questionnaire was used. Data from male and female clothing shoppers were analyzed. Consumers were segmented into ambivalent consumption group, emotional value consumption group, rationality consumption group, and indifference consumption group. Results indicate that ambivalent consumption groups showed significantly higher levels of compulsive behavior tendencies in terms of brand, store, price, trends, and product types than other groups. Females showed more compulsive buying tendencies than males. Single people showed more compulsive buying tendencies than married.
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