Research Article
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Examination of the Effects of the Shopping Orientation on Store Image and Shopping Satisfaction

Year 2017, Volume: 6 Issue: 1, 55 - 70, 09.08.2017

Abstract

Abstract

 

The aim of this research is to determine which variables
of shopping orientation effects on shopping satisfaction and shopping image,
thus to give recommendations to the Turkish retailers. This article documents a
study and model of the dimensions of shopping orientation associated with store
image and shopping satisfaction.

 

The literature review part consists of three parts
namely shopping orientation and its components (shopping enjoyment, price
consciousness and frugality, shopping antipathy, brand loyalty, confused by
over choice, store loyalty, shopping confidence, and brand consciousness);
store image and its components (marketing image, social image, strategic
image); and shopping satisfaction.

 













In order to explore the relationship between shopping
orientation, store image and shopping satisfaction, a two phase research design
(exploratory and descriptive) was adopted and conducted in the Turkish
retailing industry. Descriptive part of the study was based on 125 responses.
Results were analyzed using the SPSS 20. The multidimensional operationalization
of shopping orientation and store image allowed the testing of the relationship
between the dimensions of shopping orientation, dimensions of store image, and
shopping satisfaction. 

References

  • Alford, B. L. and Biswas, A. (2002), “The Effect of Discount Level, Price Consciousness and Sale Pronenes on Consumers’ Price Perception and Behavioral Intention”, Journal of Business Research, Vol. 55, No. 9, pp. 775-783.
  • Allarda, T., Babinb, B. J. and Chebat, J. C. (2009). "When Income Matters: Customers Evaluation of Shopping Malls' Hedonic and Utilitarian Orientations", Journal of Retailing and Consumer Services, Vol. 16, pp. 40-49.
  • Bearden, W. O., Hardesty, D. M. and Rose, R. L. (2001), “Consumer Self-Confidence: Refinement in Conceptualization and Measurement”, Journal Consumer Research, Vol. 28, pp. 121-134.
  • Beristain, J. J. and Zorrilla P. (2011), “The Relationship between Store İmage and Store Brand Equity: A Conceptual Framework and Evidence from Hypermarkets”, Journal of Retailing Consumer Services, Vol.18, No. 6, pp. 562-574.
  • Botti, S. and Hsee, K. C. (2010), “Dazed and Confused by Choice: How the Temporal Costs of Choice Freedom Lead to Undesirable Outcomes”, Organizational Behavior and Human Decision Process, Vol. 112, No. 2, pp.161-171.
  • Bove, L. L., Nagpal, A. and Dorsett, A. D. S. (2009), “Exploring the Determinants of Frugal Shopper”, Journal of Retailing and Consumer Services, Vol. 16, No. 4, pp. 291-297.
  • Brosdahl, D. J. C. and Carpenter, J. M. (2011). “Shopping Orientations of US Males: A Generational Cohort Comparison” Journal of Retailing Consumer Services, Vol. 18, No.6, pp. 548-554.
  • Demoulin, N. T. and Zidda, P. (2007). “On the Impact of Loyalty Cards on Store Loyalty: Does the Consumers’ Satisfaction with the Reward Scheme Matter”, Journal of Retailing and Consumer Services, Vol. 15, No. 5, pp. 386-398.
  • Gao, L., Wheeler, S. C. and Shıv, B. (2009), “The Shaken Self: Product Choices as a Means of Restoring Self-View Confidence”, Journal of Consumer Research, Vol. 36, pp. 29-38.
  • Gauzente, C. and Roy, Y. (2011), “Message Content in Keyword Campaigns Click Behavior and Price-Consciousness: A Study of Millennial Consumers”, Journal of Retailing and Consumer Services, Vol. 19, No. 1, pp. 78–87.
  • Ghazali, Z. (2011), “The Influence of Socialization Agents and Demographic Profiles on Brand Consciousness”, Internal Journal of Management and Marketing Research, Vol. 11, No. 1, pp. 19-29.
  • Goldsmit, R. E., Clark R. A., Goldsmith E. B. (2006), “Extending the Psychological Profile of Market Mavenism”, Journal of Consumer Behavior, Vol. 5, pp. 411–419.
  • Guiry, M. and Mägi, A. W. (2006). “Defining and Measuring Recreational Shopper Identity”, Journal of the Academy of Marketing Science, Vol. 34, No. 1, pp. 74-83.
  • Irani, N. and Hanzaee, K. H. (2011). “The Effects of Iranian Consumers’ Buying Tendencies on Utilitarian and Hedonic Shopping Value”, African Journal of Business Management, Vol. 5, No. 17, pp. 7449-7460.
  • Kim Y. H. and Kim Y. K. (2007), “Shopping Enjoyment and Store Shopping Modes: The Moderating İnfluence of Choronic Time Pressure”, Journal of Retailing Consumer Services, Vol. 15, No. 5, pp. 410-419.
  • Kim, Y. K., Lee, M. Y. and Park, S. H. (2012), "Shopping Value Orientation: Conceptualization and Measurement", Journal of Bussiness Research, Vol. XX, pp. 1-7.
  • Leisching, A., Schwertfeger, M., Geigenmüller, A. (2010), “Shopping Events, Shopping Enjoyment and Consumer’ Attitudes toward Retail Brands- An Empirical Examination”, Journal of Retailing Consumer Services, Vol. 18, No. 3, pp. 218-223.
  • Leischnig, A and Enke, M. (2011), “Brand Stability as a Signaling Phenomenon – An Empirical Investigation in Industrial Markets”, Industrial Marketing Management, Vol. 40, No. 7. pp. 1116-1122.
  • Liao, J. and Wang, L. (2009), “Face as a Mediator of the Relationship between Material Value and Brand Consciousness”, Psychology and Marketing, Vol. 26, No. 11, pp. 987-1001.
  • Lunardoa, R. and Mbenge, A. (2009). "Perceived and Shopping Behavior: The Moderating Role of the Level of Utilitarian Motivational Orientation", Journal of Retailing and Consumer Services, Vol. 16, pp. 434-441.
  • Magnini, V. P. and Karande, K. (2011), “Understanding Consumer Services Buyers Based Upon Their Purchase Channel”, Journal of Business Research, Vol. 64, No.6, pp. 543-550.
  • Pettit, K. L., Sawa, L. S. and Sawa, G. H. (1985), “Frugality: A Cross National Moderator of the Price-Quality Relationship”, Psychology& Marketing, Vol. 2, No. 4. pp. 253-265.
  • Ray, I. and Chiagouris, L. (2008), “Customer Retention: Examining the Roles of Store Effect and Store Loyalty as Mediators in the Management of Retail Strategies”, Journal of Strategic Marketing, Vol. 17, No. 1, pp. 1-20.
  • Rigopoulou, I. D., Tsiotsou, R. H., Kehagias, J. D., (2008), “Shopping Orientation-Defined Segments Based on Store-Choice Criteria and Satisfaction: An Empirical Investigation”, Journal of Marketing Management, Vol. 24, pp. 979-995.
  • Russel-Bennet, R., McColl-Kenedy, J. R. and Coote, L. V. (2007). “Involvement, Satisfaction, and Brand Loyalty in a Small Business Services Setting”, Journal of Business Research, Vol. 60, No. 12, pp. 1253-1260.
  • Seock, Y. K. and Bailey R. L. (2008). “The Influence of College Students Shopping Orientations and Gender Differences on Online Information Searches and Purchase Behaviours”, International of Journal of Consumer Studies, Vol. 32, pp. 113-121.
  • Shoham, A. and Brencic, M. M. (2004). “Value, Price Consciousness, and Consumption Frugality: An Empirical Study”, Journal of International Consumer Marketing, Vol. 17, No. 1, pp. 55-69.
  • Stokburger-Sauer, N. E. and Hoyer, W. D. (2009). “Consumer Advisors Revisited: What Drives Those With Market Mavenism and Opinion Leadership Tendencies and Why?”, Journal of Consumer Behavior, Vol. 8, No. 2-3, pp. 100-115.
  • Wong, Y. T., Osman, S., Jamaluddin and Yin-Fah, B. C. (2012). "Shopping Motives, Store Attributes and Shopping Enjoyment among Malaysian Youth", Journal Retailing and Consumer Services, Vol. 16, pp. 240-248.
  • Zhang, T. C., Agarval, R. and Lucas, H. C. (2011). “The Value of It- Enabled Retailer Learning: Personalized Product Recommendations and Customer Store Loyalty in Electronic Markets”, Mis Quarterly Research Article, Vol. 35, No. 4, pp. 859-882.
Year 2017, Volume: 6 Issue: 1, 55 - 70, 09.08.2017

Abstract

References

  • Alford, B. L. and Biswas, A. (2002), “The Effect of Discount Level, Price Consciousness and Sale Pronenes on Consumers’ Price Perception and Behavioral Intention”, Journal of Business Research, Vol. 55, No. 9, pp. 775-783.
  • Allarda, T., Babinb, B. J. and Chebat, J. C. (2009). "When Income Matters: Customers Evaluation of Shopping Malls' Hedonic and Utilitarian Orientations", Journal of Retailing and Consumer Services, Vol. 16, pp. 40-49.
  • Bearden, W. O., Hardesty, D. M. and Rose, R. L. (2001), “Consumer Self-Confidence: Refinement in Conceptualization and Measurement”, Journal Consumer Research, Vol. 28, pp. 121-134.
  • Beristain, J. J. and Zorrilla P. (2011), “The Relationship between Store İmage and Store Brand Equity: A Conceptual Framework and Evidence from Hypermarkets”, Journal of Retailing Consumer Services, Vol.18, No. 6, pp. 562-574.
  • Botti, S. and Hsee, K. C. (2010), “Dazed and Confused by Choice: How the Temporal Costs of Choice Freedom Lead to Undesirable Outcomes”, Organizational Behavior and Human Decision Process, Vol. 112, No. 2, pp.161-171.
  • Bove, L. L., Nagpal, A. and Dorsett, A. D. S. (2009), “Exploring the Determinants of Frugal Shopper”, Journal of Retailing and Consumer Services, Vol. 16, No. 4, pp. 291-297.
  • Brosdahl, D. J. C. and Carpenter, J. M. (2011). “Shopping Orientations of US Males: A Generational Cohort Comparison” Journal of Retailing Consumer Services, Vol. 18, No.6, pp. 548-554.
  • Demoulin, N. T. and Zidda, P. (2007). “On the Impact of Loyalty Cards on Store Loyalty: Does the Consumers’ Satisfaction with the Reward Scheme Matter”, Journal of Retailing and Consumer Services, Vol. 15, No. 5, pp. 386-398.
  • Gao, L., Wheeler, S. C. and Shıv, B. (2009), “The Shaken Self: Product Choices as a Means of Restoring Self-View Confidence”, Journal of Consumer Research, Vol. 36, pp. 29-38.
  • Gauzente, C. and Roy, Y. (2011), “Message Content in Keyword Campaigns Click Behavior and Price-Consciousness: A Study of Millennial Consumers”, Journal of Retailing and Consumer Services, Vol. 19, No. 1, pp. 78–87.
  • Ghazali, Z. (2011), “The Influence of Socialization Agents and Demographic Profiles on Brand Consciousness”, Internal Journal of Management and Marketing Research, Vol. 11, No. 1, pp. 19-29.
  • Goldsmit, R. E., Clark R. A., Goldsmith E. B. (2006), “Extending the Psychological Profile of Market Mavenism”, Journal of Consumer Behavior, Vol. 5, pp. 411–419.
  • Guiry, M. and Mägi, A. W. (2006). “Defining and Measuring Recreational Shopper Identity”, Journal of the Academy of Marketing Science, Vol. 34, No. 1, pp. 74-83.
  • Irani, N. and Hanzaee, K. H. (2011). “The Effects of Iranian Consumers’ Buying Tendencies on Utilitarian and Hedonic Shopping Value”, African Journal of Business Management, Vol. 5, No. 17, pp. 7449-7460.
  • Kim Y. H. and Kim Y. K. (2007), “Shopping Enjoyment and Store Shopping Modes: The Moderating İnfluence of Choronic Time Pressure”, Journal of Retailing Consumer Services, Vol. 15, No. 5, pp. 410-419.
  • Kim, Y. K., Lee, M. Y. and Park, S. H. (2012), "Shopping Value Orientation: Conceptualization and Measurement", Journal of Bussiness Research, Vol. XX, pp. 1-7.
  • Leisching, A., Schwertfeger, M., Geigenmüller, A. (2010), “Shopping Events, Shopping Enjoyment and Consumer’ Attitudes toward Retail Brands- An Empirical Examination”, Journal of Retailing Consumer Services, Vol. 18, No. 3, pp. 218-223.
  • Leischnig, A and Enke, M. (2011), “Brand Stability as a Signaling Phenomenon – An Empirical Investigation in Industrial Markets”, Industrial Marketing Management, Vol. 40, No. 7. pp. 1116-1122.
  • Liao, J. and Wang, L. (2009), “Face as a Mediator of the Relationship between Material Value and Brand Consciousness”, Psychology and Marketing, Vol. 26, No. 11, pp. 987-1001.
  • Lunardoa, R. and Mbenge, A. (2009). "Perceived and Shopping Behavior: The Moderating Role of the Level of Utilitarian Motivational Orientation", Journal of Retailing and Consumer Services, Vol. 16, pp. 434-441.
  • Magnini, V. P. and Karande, K. (2011), “Understanding Consumer Services Buyers Based Upon Their Purchase Channel”, Journal of Business Research, Vol. 64, No.6, pp. 543-550.
  • Pettit, K. L., Sawa, L. S. and Sawa, G. H. (1985), “Frugality: A Cross National Moderator of the Price-Quality Relationship”, Psychology& Marketing, Vol. 2, No. 4. pp. 253-265.
  • Ray, I. and Chiagouris, L. (2008), “Customer Retention: Examining the Roles of Store Effect and Store Loyalty as Mediators in the Management of Retail Strategies”, Journal of Strategic Marketing, Vol. 17, No. 1, pp. 1-20.
  • Rigopoulou, I. D., Tsiotsou, R. H., Kehagias, J. D., (2008), “Shopping Orientation-Defined Segments Based on Store-Choice Criteria and Satisfaction: An Empirical Investigation”, Journal of Marketing Management, Vol. 24, pp. 979-995.
  • Russel-Bennet, R., McColl-Kenedy, J. R. and Coote, L. V. (2007). “Involvement, Satisfaction, and Brand Loyalty in a Small Business Services Setting”, Journal of Business Research, Vol. 60, No. 12, pp. 1253-1260.
  • Seock, Y. K. and Bailey R. L. (2008). “The Influence of College Students Shopping Orientations and Gender Differences on Online Information Searches and Purchase Behaviours”, International of Journal of Consumer Studies, Vol. 32, pp. 113-121.
  • Shoham, A. and Brencic, M. M. (2004). “Value, Price Consciousness, and Consumption Frugality: An Empirical Study”, Journal of International Consumer Marketing, Vol. 17, No. 1, pp. 55-69.
  • Stokburger-Sauer, N. E. and Hoyer, W. D. (2009). “Consumer Advisors Revisited: What Drives Those With Market Mavenism and Opinion Leadership Tendencies and Why?”, Journal of Consumer Behavior, Vol. 8, No. 2-3, pp. 100-115.
  • Wong, Y. T., Osman, S., Jamaluddin and Yin-Fah, B. C. (2012). "Shopping Motives, Store Attributes and Shopping Enjoyment among Malaysian Youth", Journal Retailing and Consumer Services, Vol. 16, pp. 240-248.
  • Zhang, T. C., Agarval, R. and Lucas, H. C. (2011). “The Value of It- Enabled Retailer Learning: Personalized Product Recommendations and Customer Store Loyalty in Electronic Markets”, Mis Quarterly Research Article, Vol. 35, No. 4, pp. 859-882.
There are 30 citations in total.

Details

Journal Section Research Articles
Authors

ÇİĞDEM Unurlu

Publication Date August 9, 2017
Submission Date December 19, 2016
Published in Issue Year 2017 Volume: 6 Issue: 1

Cite

APA Unurlu, Ç. (2017). Examination of the Effects of the Shopping Orientation on Store Image and Shopping Satisfaction. Trakya Üniversitesi İktisadi Ve İdari Bilimler Fakültesi E-Dergi, 6(1), 55-70.

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