Exploring the impact of shopper ethnicity through the path-to-purchase framework

Robert Paul Jones, Kerri M. Camp and Rodney C. Runyan

Journal of Retailing and Consumer Services, 2018, vol. 45, issue C, 152-162

Abstract: Ethnic cultural affiliation, well established in consumer literature as influential in decision making, is much less studied in shopper literature. This research examines key path-to-purchase framework (PtPF) elements; motivation, role, and subjective norms, and their impact among three major U.S. ethnic affiliations (African American, Caucasian, and Hispanic). Study one explores two PtPF phases, perceptual mapping and solution targeting, while a second study examines moderation through importance perception and social shopping situation. The study demonstrates significant differences in relationship between the populations. Those differences are also shown to be subject to significant variation under the influence of the moderating conditions.

Keywords: Shopper; Ethnicity; Purchase; Motivation; Subjective norms; Role (search for similar items in EconPapers)
Date: 2018
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Citations: View citations in EconPapers (2)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:45:y:2018:i:c:p:152-162

DOI: 10.1016/j.jretconser.2018.09.002

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