Consumer choice of retail shopping aids |
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| Institution: | 1. Department of Marketing and Management, Shippensburg University, 1871 Old Main Drive, Shippensburg, PA 17257, USA;2. Marketing Department, Kelley School of Business, Indiana University, 1309 East Tenth Street, Bloomington, IN 47408, USA;1. School of Business, University of Connecticut, United States;2. College of Business, City University of Hong Kong, Hong Kong;1. College of Sciences, China University of Mining and Technology, Xuzhou, Jiangsu 221116, PR China;2. School of Mathematics and Statistics, Zhengzhou University, Zhengzhou, Henan 450001, PR China;1. Dept. of Advertising and Public Relations, Michigan State University, East Lansing, MI, USA;2. Dept. of Horticulture, Michigan State University, East Lansing, MI, USA;3. Ehrenberg-Bass Institute for Marketing Science, University of South Australia, Adelaide, Australia;4. Dept. of Marketing, Deakin University, Burwood, Australia |
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| Abstract: | This research investigates how consumer and product category attributes affect consumer interest in using various shopping aids. Research hypotheses were proposed based on a contingency framework of the relationship between consumer characteristics (i.e., purchase need, product knowledge, and brand preference heterogeneity) and shopping aid solutions (expanded selection, additional product information, personalization, and evaluative information). The findings demonstrated the importance of considering consumer characteristics when retailers design and provide shopping aids for consumers to facilitate purchase completion. |
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