Shopping orientations as antecedents to channel choice in the French grocery multichannel landscape |
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| Institution: | 1. L''EDHEC Business School, 24, avenue Gustave Delory CS 50411, 59057 Roubaix Cedex 1, France;2. Paris Dauphine University, Paris Science and Letters (PSL), DRM UMR CNRS 7088, Place du Maréchal de Lattre de Tassigny, Paris 16ème, France;1. The University of Texas at Tyler, 3900 University Blvd., Tyler, TX 75799, United States;2. University of Tennessee, Knoxville, TN, United States;1. Department of Industrial Engineering, Science and Research Branch, Islamic Azad University, Saveh, Iran;2. Department of Mathematics, Statistics and Computer Science, College of Science, University of Tehran, Tehran, Iran;3. Department of Information Technology Management, Science and Research Branch, Islamic Azad University, Tehran, Iran;1. Center for Consumer Marketing, Stockholm School of Economics, Sweden;2. Roskilde University, Denmark;1. School of Business and Economics, Loughborough University, Loughborough, Leicestershire LE11 3TU, UK;2. Department of Economics, Faculty of Economics and Business, University of Malaysia, Sarawak, Malaysia |
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| 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. |
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| Keywords: | Multichannel Shopping orientations Latent class analysis Structural equation modeling |
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