Shopping values of clothing retailers perceived by consumers of different social classes

With the advent of diverse forms of retailing, competition among retailers is becoming more intense. Due to this phenomenon, retailers now require marketing strategies that can differentiate themselves from other retailers. However, there is a lack of research on what kind of shopping values consumers perceive from the retailers they visit. This paper analyzes dimensions of shopping values consumers perceive and variations in perceived shopping values according to the types of clothing retailers, be it a department store, discount store, or internet shopping mall. More specifically, the paper analyzes the moderating effect of consumers’ different social class in perceiving the shopping values of each retailer. The results show that shopping value consists of five major constructs: experiential, diversional, reliable, efficient, and self-expressive shopping values. We also found that consumers perceive more experiential, diversional, and reliable shopping values in department stores and internet shopping malls than in discount stores, and self-expressive shopping value is highly perceived in department stores. However, consumers’ social class can moderate the perception of shopping values for department stores and internet shopping malls, but not for discount stores. Discount store shopping is likely to provide consistent shopping values to consumers of all classes. Based on these findings, managerial implications are then presented.     

Internet or store? An ethnographic study of consumers' internet and store-based grocery shopping practices

Drawing on practice theory, this paper develops an understanding of the interrelationships between where and when consumers shop (the internet, stores, and their preferred retailers), and what they purchase (via the internet and in-store). Ethnographic case studies are presented of two consumers’ internet and store-based shopping practices, and how these intersect with their everyday lives, using data generated from multiple, complementary methods over an eighteen-month period. To this end, the paper contributes to the extant internet grocery shopping literature by offering a wider understanding of internet usage, as well as to broader debates surrounding retail change and shopping practices. The managerial implications of internet shopping on the contemporary retail grocery environment are also described and discussed.     

Mobile-assisted showroomers: Understanding their purchase journey and personalities

Over the last decade, the retail sector has undergone a dramatic transformation, driven by rapid advances in consumer and retail technologies, an evolution of omnichannel environments, and changing consumers who increasingly use their smartphones inside brick-and-mortar retail stores as personal shopping assistants. In this context, showrooming has become a common practice for omnichannel mobile consumers (Flavián et al., 2020). The present study investigates the under-researched phenomenon of mobile-assisted showrooming behavior. Adopting an exploratory qualitative research approach, 31 semi-structured individual interviews were conducted with consumers in a metropolitan city in Queensland, Australia. The authors propose a shopper journey framework that challenges the sequential consumer decision-making process. Influenced by showrooming predispositions, mobile-assisted showroomers pursue a hybrid product evaluation phase that encapsulates both physical and mobile activities during the brick-and-mortar retail visit. In addition, the research identifies four unique personas of mobile-assisted showroomers. The results contribute to extant literature on omnichannel and showrooming behavior by identifying predispositions, behaviors, and segments of mobile-assisted showroomers. The study provides retailers with new strategies to segment mobile-assisted shoppers more effectively and understand their needs and shopping motivations.     

Consumer shopping value: An investigation of shopping trip value,in-store shopping value and retail format

Although delivering value is the key for retailers to create new competitive advantages, the literature on consumer shopping value is fragmented and findings are inconsistent. This study aimed to understand consumer shopping value in-depth by examining consumer shopping processes and experiences in two retail formats: mass merchandisers and department stores. This study conceptualizes consumer shopping value as having two components: shopping trip value and in-store shopping value. Shopping trip value is originated by fulfillment of general shopping motivations, and in-store shopping value stems from retail elements that create in-store shopping experiences that consumers have in specific retail contexts. Five shopping trip value dimensions and six in-store shopping value dimensions are identified from the in-depth interviews. The findings highlight how consumer shopping value is a complex and context specific construct.     

Cross-category effects of induced arousal and pleasure on the internet shopping experience

Online retailers are likely to try to influence consumers’ shopping behavior through atmospherics and service, just as physical stores do. The impact of online atmospherics can be measured by the degree of stimulation and pleasure that is provided by a website. It is suggested that the characteristics of products and websites that are encountered early in online browsing can significantly influence the level of arousal and pleasure that consumers experience, and thereby can influence their later shopping behavior. Two experiments show that if the initial experiences encountered in a simulated Internet shopping trip are higher in pleasure, then there is a positive impact on approach behaviors and subjects engage in more arousing activities (e.g., more exploration, more tendencies to examine novel products and stores, higher response to promotional incentives). Further, if higher stimulation or information load is provided by the initial Internet experience, then consumers subsequently tend to engage in less arousing activities.     

Consumer satisfaction in retail stores: theory and implications

The substitution of small retail stores by the large stores has been a topic of debate among academics, practitioners, retailers and general public, especially in the context of foreign firms entering emerging markets such as China and India. The purpose of this research is to find out the determinants of consumer satisfaction in small and large retail stores in an emerging market, with a sample from India. Data were collected using a 39‐item structured questionnaire developed by the authors. The sample consists of 225 consumers who shop at retail outlets (Convenience sample of 125 consumers from small and 100 consumers from large stores respectively). Exploratory factor analysis grouped the 39 variables into 14 factors. Further, regression analysis revealed that six of the factors (Social desirability, staff friendliness, shopping economy, shopping ambience, family shopping and deal proneness) were major predictors of consumer satisfaction as they were found to be significant at 5% level. The significance of factors such as social desirability and staff friendliness imply that many consumers prefer those typical features of small stores, which in turn results in the likely coexistence of small retail formats in spite of the entry and proliferation of large retail stores from different countries. We posit three theoretical propositions to stimulate further research in this area.     

Mobile marketing: A literature review on its value for consumers and retailers

The article describes the existing knowledge of how mobile marketing can increase the value for consumers and retailers. Mobile device shopping, and consumers' use of mobile devices while shopping is shown to be both an extension of consumers' shopping behaviours developed on Internet-connected desktop and laptop computers (PC), and potentially new behaviours based on a mobile devices' uniquely integrated features such as camera, scanners and GPS. The article focuses on how mobile marketing creates value for consumers and retailers, enabling more precise research and development of managerial concepts and tools while providing both managers and academics with increased understanding of mobile marketing and its value outcomes for retailers.     

Adoption of in-store mobile payment: Are perceived risk and convenience the only drivers?

Smartphones are changing the way consumers shop, even in brick-and-mortar settings. This study explores consumers’ adoption of proximity mobile payment technology (p-m-payment), which enables them to pay with their smartphones for purchases in a physical store. With a perceived value perspective, the authors identify utilitarian, hedonic, and social benefits and financial and privacy risks as key drivers. They also investigate differences compared with the drivers of more familiar mobile shopping usages and highlight the role of experience. The paper discusses implications for both mobile and channel research and recommendations to help retailers take advantage of p-m-payment technology.     

Does retail type matter? Consumer responses to channel integration in omni-channel retailing

A critical issue faced by marketing practitioners today is orchestrating strategies that provide a smooth consumer experience in an omni-channel environment. The extant literature offers limited guidance on managing the consumer journey in an omni-channel environment across different retail types. Using the S–O-R framework as its basis, this study generates novel insights by examining how different types of retailers influence consumer perceptions of channel integration (CPCI) as well as consumer empowerment, trust, satisfaction, and patronage intention. Data from 736 consumers was collected using purposive sampling to target those who interact with retailers from high-end specialty stores, department stores, and hypermarkets. The data was then analysed using partial least squares structural equation modelling (PLS-SEM). We find that consumers from high-end specialty stores, hypermarkets, and department stores have different perceptions when patronising the omni-channel retail business. The implications of the study are discussed and suggestions for future research are presented.     

Exploring the e-shopping geography of Lisbon: Assessing online shopping adoption for retail purchases and food deliveries using a 7-day shopping survey

E-shopping is growing globally, and the COVID-19 pandemic further accentuated this tendency. In this paper, online shopping adoption is analysed in Lisbon immediately before the pandemic outbreak. By focusing on an urban area, the impact of variables such as internet access or access to delivery services is controlled, thus enhancing the remaining components of the online purchase. The results show that online shopping is spatially dependent in an intraurban environment as a reflex of residential location preferences of different socioeconomic groups. Moreover, as internet access and delivery services become widespread, residential location preferences may come to explain e-shopping adoption both in urban and non-urban environments. The e-shopping geography of Lisbon suggests that age and affluence are determinants in explaining e-shopping adoption, with a marked distinction between central areas and more peripheral ones, some of which include extensive social housing projects. Hence, if retailers move online, shopping opportunities may become scarce for some consumers due to their socioeconomic status and consequent residential preferences. Nevertheless, strategic partnerships between retailers and the public sector may be devised to improve shopping opportunities. Physical stores can be encouraged to locate in areas where consumers are less prone to shop online. E-shopping adoption may also be encouraged by the public sector by promoting digital literacy, especially considering that the share of the older population is growing in Portugal as in most European countries.     

The role of Swedish retailers in food innovations

Innovations should create value for increasingly individualistic consumers with varying demands and for other stakeholders. Today, retailers have the power in the supply/value chain. This research investigates how Swedish food retailers view innovations, their role and that of customers and suppliers in the development process and how they see future development. The study is based on open-ended interviews. The results show that Swedish retailers regard food product innovations as something to provide to consumers rather than achieve with consumers. Retailers want more collaboration with packaging suppliers to differentiate. Retailers are successful in establishing their own brands, in becoming brands themselves and in competing with producer brands. This follows the UK model and may result in fewer alternatives in stores and fewer product – or new technology-based innovations by Swedish producers. Service innovations can still occur for retailers to retain consumer loyalty. Consumers demand more than new products; they want to be excited by the shopping experience. More innovations will require deeper insight about consumers, efforts from the value chain and from outsiders. Collaboration is needed to establish trust among supply chain actors.     

Search,purchase, and satisfaction in a multiple-channel environment: How have mobile devices changed consumer behaviors?

The rapid adoption of smartphones and increasing reliance on the mobile Internet is influencing consumers’ shopping behavior with traditional Internet devices (e.g., desktop and laptop computers) and in stores. This research examines the effects of consumer perceptions of channels (i.e., mobile devices, computers, and offline stores) on their choices of search channels, purchase channel, and satisfaction level with the purchase channel. Using survey data from a sample of U.S. consumers, we find supplemental effects of mobile devices on computers do not alter the traditional substitution relationship between computers and stores during the search. The cross-channel effects indicate that perceived purchase benefits and costs of stores affect the purchase channel selection of mobile devices and computers, respectively. Satisfaction levels were highest when purchases were made on mobile devices. The insights from this study can help managers increase the effectiveness of advertising in different media and target distinct segments of consumers who rely on multiple channels for search and purchase.     

The role of fashionability in second-hand shopping motivations

Second-hand consumption has been quietly undergoing a makeover in recent years. As part of this shift, the concept of shopping for second-hand goods has been redefined. In today's retail marketplace, a mix of thrift stores, high-end stores, and online retailers are recognising the value of second-hand and hosting flea markets or launching their own vintage product collections. However, limited research attention has been paid to role of ‘fashionability’ as a motivation for consumers to shop for second-hand goods. In this study, we explore modern consumer second-hand shopping behaviour and motivations, inclusive of fashionability. Through a segmentation of second-hand store shoppers, we identify four distinct segments. While we find a polarisation of fashionability motivations, the vast majority (83%) of second-hand shoppers are driven by fashion when shopping in second-hand stores. The findings present several implications for second-hand retailers, including new ways to expand their customer base by tapping into elements of fashionability.     

购物中心规划和运作的经济分析

购物中心是指在一个大型建筑中,由许多商场和专卖店所组成的零售业综合体。近半个世纪以来,购物中心在发达国家发展得很快,现在在我国大中城市里也有发展壮大之势,但国内相关的理论研究还较少。因此,从购物中心规划和运作两个方面介绍了相关的经济理论,简要总结了国外学者的研究成果,并分析了其具体运用。     

Entertainment in retailing: The influences of advanced technologies

In recent years, the importance of an enjoyable experience during the shopping activity increased. As a consequence, many researchers are focusing on the best application of enjoyable elements in the points of sale in order to maintain existing consumers and attract new ones.The aim of this paper is to analyze how the introduction of advanced technologies modifies the retailing context and affects consumers shopping experience. In particular, three aspects of our results emerge from a theoretical standpoint: new advantages for retailers (the possibility to achieve fast information on consumer behavior and preferences); the improvement of the point of sale; and the positive influences on consumers shopping experience.     

Values,personality traits,and packaging-free shopping: A mixed-method approach

This research examines packaging-free shopping, which contributes to reducing the negative impact of plastic packaging on the environment, and its’ relationship with green consumption values, value consciousness, and psychological traits. A mixed-methods approach is adopted with quantitative followed by qualitative research. Study 1 recruits 240 respondents from social media and the lead author's university website to examine different factors that increase consumers’ likelihood of packaging-free shopping. Study 2 recruits packaging-free shoppers from Facebook Pages, explores these findings and provides further insights. Study 1 finds that consumers are driven more by green consumer values than by value consciousness, and consumers who are more conscientious are more likely to do packaging-free shopping. Study 2 supports this by finding that green consumer values drive packaging-free shopping, but this in only one part of their green efforts. The research contributes by illustrating the importance of conscientiousness specifically in the domain of packaging-free shopping and that these packaging-free shoppers are not driven in terms of value for money but by addressing their green consumer values. We recommend that packaging-free retailers and policy makers utilize promotional efforts to communicate how packaging-free shopping provides a balance with consumers’ green values for these shoppers, how it fits in with their other green efforts, and how these shopping efforts are making a difference in helping the environment.     

Retail Value-Based Pricing Strategies: New Times,New Technologies,New Consumers

The global marketplace is continually shaped by changing realities, including the recent economic downturn and ever-increasing adoption of new technologies. The results of these changing realities affect every element of consumers’ shopping behavior, as well as their value perceptions. This article examines how recent changes in the environment and technology have spurred changes in how consumers perceive value, as well as in how retailers communicate their value offers. Furthermore, this introductory article highlights how the 14 contributions in this special issue of the Journal of Retailing on pricing relate to these areas of change.     

How in-store educational and entertaining events influence shopper satisfaction

While recent years have seen an increased use of educational and entertaining events within the store environment, little seems known about how consumers value such events. This study investigates how the staging of education and entertainment-focused in-store events impacts on consumers’ value perceptions, arousal levels and store satisfaction. It is hypothesized that such events have a positive effect on store satisfaction but that their effects are moderated by a shopper’s motivational orientation. Findings from a scenario-based experiment among 786 shoppers from two retail categories (hardware and computer stores) provide support for this. The findings show that task-oriented consumers derive more value and satisfaction from an education-focused event than from an entertainment-focused event, while recreation-oriented consumers appreciate either type of event. The study findings imply that providing education themed events is a safer option for retailers than providing entertainment-focused events because education satisfies a wider range of shopper needs. Shoppers overall derive pleasure from entertainment but task-oriented shoppers tend to also see it as a hindrance to the convenience of shopping, with the result that for these shoppers the hosting of entertainment-focused events may result in reduced store satisfaction levels.     

从购物动机到商店选择:中国西北消费者的购物行为探索(英文)

虽然中国已经成为世界上最大的消费者市场,但是有关中国消费者的购物行为研究还没有广泛开展,特别是针对中国内地的购物人群而言。本研究探索的是中国西北消费者的购物经历。深度采访显示,那些被访者更多地展现出一种消费者角色,这种角色能够同时满足个人和社会地位需求的购物特征。除此之外,在选择零售商店(购物)时,商品、商店和服务标准也是重要的影响因素。本文为研究中国消费者的商店购买行为提供了参考文献资料,同时也为零售商拓展中国西北市场提供了非常有价值的观点。     

Trauma's effects on shopper choice confusion: The role of psychological hardiness and retailer strategies as mitigating factors

Retailers must understand how trauma influences the consumer shopping journey and identify ways to mitigate any potential adverse effects. Two studies were conducted to explore trauma in the retail environment. First, a conceptual model was tested using structural equation modeling (SEM) based on survey data collected from 324 participants. Findings indicate that consumers who report previously experiencing traumatic events feel anxiety while shopping in retail environments, negatively influencing their ability to make purchase decisions. This outcome is due to challenges in adequately assessing stressful environmental stimuli and developing positive coping mechanisms. Consumer propensity for psychological hardiness was found to moderate this relationship. Next, a follow-up qualitative study from 110 consumers who reported experiencing instances of trauma identified potential ways for retailers to help consumers who have experienced trauma feel more comfortable in shopping environments. These findings extend research on trauma and consumer shopping behavior by identifying its impacts on choice confusion and stress appraisal and suggesting how retailers can support shoppers through a trauma-informed approach.