Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format
Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format
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DOI：
10.1016/j.jretconser.2012.01.004
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发表时间：
2012-03
影响因子：
10.4
通讯作者：
Lizhu Davis;N. Hodges
中科院分区：
文献类型：
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作者：
Lizhu Davis;N. Hodges
虽然传递价值是零售商创造新的竞争优势的关键，但关于消费者购物价值的文献是零散的，研究结果也不一致。本研究旨在透过探讨消费者在两种零售型态（量贩店与百货公司）的购物过程与经验，以深入了解消费者的购物价值。本研究将消费者购物价值概念化为两个组成部分：购物行程价值与店内购物价值。购物旅程价值源于一般购物动机的实现，而店内购物价值源于创造消费者在特定零售环境中的店内购物体验的零售要素。通过深入访谈，确定了五个购物之旅价值维度和六个店内购物价值维度。研究结果强调了消费者购物价值是一个复杂的和特定背景的结构。
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.