Shopping value orientation: Conceptualization and measurement

Youn-Kyung Kim, Min-Young Lee and Soo-Hee Park

Journal of Business Research, 2014, vol. 67, issue 1, 2884-2890

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.

Keywords: Consumer; Shopping; Value orientation; Measure; Validity (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (18)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:67:y:2014:i:1:p:2884-2890

DOI: 10.1016/j.jbusres.2012.06.006

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