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Utilitarian and hedonic shopping value in the US discount sector
Authors:Jason M Carpenter  Marguerite Moore
Institution:1. College of Hospitality, Retail, and Sport Management, University of South Carolina, USA;2. North Carolina State University, USA;1. Department of Retailing, College of Hospitality, Retail, and Sport Management, University of South Carolina, Columbia, SC 29208, USA;2. Department of Retail, Hospitality, and Tourism Management, College of Education, Health, and Human Sciences, University of Tennessee, Knoxville, TN 37996, USA;1. Ecole hôtelière de Lausanne, HES-SO, University of Applied Sciences Western Switzerland, Lausanne, Switzerland;2. Faculty of Economics and Management of Mahdia, Mahdia, Tunisia;1. Cleveland State University, 2121 Euclid Ave, Cleveland, OH 44115, USA;2. Texas Tech University, Lubbock, TX 79409, USA;3. China Europe International Business School (CEIBS), Shanghai, China
Abstract:General merchandise discount retailers in the US have evolved to offer higher levels of hedonic shopping value, thereby intensifying levels of intra- and inter-type competition within the industry. Academic research on consumer reactions to these efforts is limited. This study investigates consumers’ perceptions of utilitarian and hedonic shopping value associated with the two leading US general merchandise discounters. Findings suggest differences in perceptions of the level of hedonic benefits offered by the discounters and provide useful insight for the further development of marketing strategies.
Keywords:
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