Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape

Marie-Cécile Cervellon, Jean Sylvie and Paul Valentin Ngobo
Additional contact information
Marie-Cécile Cervellon: EDHEC - EDHEC Business School - UCL - Université catholique de Lille
Jean Sylvie: EDHEC - EDHEC Business School - UCL - Université catholique de Lille
Paul Valentin Ngobo: DRM - Dauphine Recherches en Management - Université Paris Dauphine-PSL - PSL - Université Paris Sciences et Lettres - CNRS - Centre National de la Recherche Scientifique

Post-Print from HAL

Abstract: This paper investigates the influence of consumer shopping orientations on grocery channel attractiveness and choice. It extends the concept of shopping orientation (utilitarian and hedonic) to account for emerging motivations among French consumers: shopping in line with sustainable and ethical values. In doing so, it helps profile segments of consumers who choose to shop through new online channels (Drive through) and newly deployed store formats (city stores). A sample of 300 French customers, responsible for shopping in the household, was surveyed. Hypotheses were tested through Latent Class Analysis and Structural Equation Modeling with categorical outcomes. Our findings indicate that consumers shopping orientations influence the way consumers will combine the different channels and store formats for grocery purchase. In particular, our results highlight the importance of responsible retail practices and ethical assortments in consumers' choice of online formats whilst local product orientation influences the choice of city stores and market places.

Keywords: Latent class analysis; Multichannel; Shopping orientations; Structural equation modeling; Consumption behavior; Modeling; Retailing; Shopping activity (search for similar items in EconPapers)
Date: 2015
References: Add references at CitEc
Citations: View citations in EconPapers (11)

Published in Journal of retailing and consumer services, 2015, 27, ⟨10.1016/j.jretconser.2015.06.008⟩

There are no downloads for this item, see the EconPapers FAQ for hints about obtaining it.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:hal:journl:hal-01619879

DOI: 10.1016/j.jretconser.2015.06.008

Access Statistics for this paper

More papers in Post-Print from HAL
Bibliographic data for series maintained by CCSD ().