ATTITUDES TOWARD ONLINE SHOPPING FROM THE ASPECTS OF PERSONAL CHARACTERISTICS AND SHOPPING MOTIVE THROUGH A DEVELOPING CONCEPT: PRIVATE SHOPPING

Abstract

Private shopping is one of the concepts that serve as a members-only online shopping platform with deep discounts and well-known brands. The aim of this paper is to determine whether consumers’ need for uniqueness and innovativeness as a personal trait and price discount orientation affect consumer attitudes toward private shopping and their purchase decision or not. Research results revealed that need for uniqueness and innovativeness affect positive attitudes towards private shopping positively. However price discount orientation is a foremost factor that both effect attitude positively and also directly explain shopping behavior.

Keywords

• Private Shopping, Innovativeness, Need for Uniqueness, Price Discount Orientation, Consumer Attitudes

References

1. Abdullah, Nur Halimah Chew and Bharadhwaj Sivakumaran (2005), “Unraveling
2. Cross-cultural Differences: Effects of Observability, Self Monitoring and Desire for Unique Consumer Products on Tendency to Seek Variety”, Asia Pacific Advances in Consumer Research. Vol.6, pp.127-135
3. Alcañiz, Enrique Bigné, Carla Ruiz-Mafé, Joaquín Aldás-Manzano, Silvia Sanz- Blas (2008), "Influence of Online Shopping Information Dependency and Innovativeness on Internet Shopping Adoption", Online Information Review, Vol. , No. 5, pp.648 – 667
4. Altınsoy, Tuğçe (2009). Lüks Markalar %85 İndirimli. http://www.sabah.com.tr/Ekonomi/2010/04/29/luks_markalar__85_indirimli, Accessed, 30.04.2010].
5. Blake, Brian F., Kimberly A. Neuendorf and Colin M. Valdiserri (2003),
6. “Innovativeness and Variety of Internet Shopping”, Internet Research: Electronic Networking Applications and Policy, Vol. 13, No. 3, pp. 156-169. Donthu, Naveen and Adriana Garcia (1999). “The Internet Shopper”, Journal of
7. Advertising Research, Vol. 39, No. 3, pp. 52-58. Frank, Thomas (1997), The Conquest of Cool: Business Culture, Counterculture and the Rise of Hip Consumerism, Chicago: University of Chicago Press.
8. Franke, Nikolaus and Martin Schreier (2008), “Product Uniqueness as a Driver of

9. Customer Utility in Mass Customization”, Marketing Letters, Vol.19, No.2, pp. 107. Gierl, Heribert and Verena Huettl (2010), “Are scarce products always more attractive? The interaction of different types of scarcity signals with products' suitability for conspicuous consumption”, International Journal of Research in Marketing, Vol.27, No.3, pp. 225–235.
10. Goldsmith, Ronald E. and Charles F. Hofacker (1991). “Measuring Consumer
11. Innovativeness”, Journal of the Academy of Marketing Science, Vol. 19, No. 3, pp. 209–221. Goldsmith, Ronald E. (2001), “Using the Domain Specific Innovativeness Scale to Identify Innovative Internet Consumers”, Internet Research: Electronic
12. Networking Applications and Policy, Vol. 11, No. 2, pp. 149-158. Grewal, Dhruw, Krishnan, R., Julie Baker, and Norm Borin (1998), “The Effect of Store Name, Brand Name and Price Discounts on Consumers' Evaluations and Purchase Intentions”, Journal of Retailing, Vol.4, No.3, pp. 331-352
13. Hirschman, Elizabeth C. (1980), “Innovativeness, Novelty Seeking and Consumer
14. Creativity”, The Journal of Consumer Research, Vol. 7, No. 3, pp. 283–295. Lynn, Michael and Charles Richard Snyder (2002), “Uniqueness seeking” (in: C.R. Snyder and S.J. Lopez-Ed., Handbook of Positive Psychology, New York: Oxford University Press), pp. 395–410.
15. Lynn, Michael and Judy Harris (1997), “The Desire for Unique Consumer
16. Products: A New Individual Differences Scale”, Psychology and Marketing, Vol: , No:6, pp.601-616. Manning, Kenneth C, William O Bearden, and Thomas J.Madden (1995),
17. “Consumer Innovativeness and the Adoption Process”, Journal of Consumer Psychology, Vol. 4, No. 4, pp. 329-345
18. O'Donnell, Jayne (2009), Retailers Love Shopping Clubs, but Beware of
19. Overspending, USA Today, http://www.usatoday.com/money/perfi/basics/2009- 20-exclusiveclubs20_ST_N.htm, [Accessed, 10.01. 2011]
20. Reohrich, Gilles (2004), “Consumer innovativeness: Concepts and measurements”, Journal of Business Research, Vol: 57, (2004), pp. 671– 677.
21. Teng, Lefa (2007), “A Comparison of Two Types of Price Discounts in Shifting
22. Consumers' Attitudes and Purchase Intentions”, Journal of Business Research, Vol. 62, No. 1, pp.14–21. Thompson, Craig J. and Diana L. Haytko (1997), "Speaking of Fashion:
23. Consumers' Uses of Fashion Discourses and the Appropriation of Countervailing Cultural Meanings", Journal of Consumer Research, Vol.24, June, pp.15-42. Tian, Kelly Tepper and Karyn McKenzie (2001), “The Long-Term Predictive
24. Validity of the Consumers' Need for Uniqueness Scale”, Journal of Consumer Psychology, Vol. 10, No.3, pp. 171-193. Tian, Kelly Tepper, Bearden, William O. and Hunter, Gary L. (2001),
25. “Consumers' Need for Uniqueness: Scale Development and Validation”, The Journal of Consumer Research, Vol. 28, No.1, pp. 50-66
26. Zhou, Lina, Liwei Dai and Dongsong Zhang (2007), “Online Shopping
27. Acceptance Model — A Critical Survey of Consumer Factors in Online Shopping”, Journal of Electronic Commerce Research, Vol. 8, No.1, pp. 41-62.