“I Love the Value From Shopping at Mass Merchants!” Consequences of Multichannel Shopping Value |
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Authors: | Jihyun Kim Hyun-Hwa Lee |
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Institution: | 1. The Shannon Rodgers and Jerry Silverman School of Fashion Design and Merchandising, College of the Arts, Kent State University , Kent , Ohio , USA;2. College of Human Ecology, Inha University , Incheon , Republic of Korea |
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Abstract: | The importance of consumer value-driven strategies is highlighted in the marketplace, especially with economic stagnation. The aim of this study is to shed light on the mechanisms underlying consumers’ value perception of, satisfaction with, and loyalty intentions toward shopping at mass merchants in a multichannel retail environment by using their shopping orientations as predictors. Findings based on a national sample online survey of 1,411 U.S. consumers revealed that multidimensional consumers’ shopping value perceptions regarding shopping at multichannel mass merchants had significant and positive effects on their consumer satisfaction with and loyalty intentions toward shopping at the multichannel mass merchants. |
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Keywords: | behavioral intentions mass merchants multichannel retailing perceived value satisfaction United States |
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