Shopping Orientations As Determinants of Attitude Towards Food Retailers and Perception of Store Attributes

In retailing research, personal shopping orientations have received considerable attention, often in combination with motivation-based shopper taxonomies. Although shopping orientations and perceived shopping alternatives are often considered independent inputs into a consumer’s choice model, it is argued in this paper that shopping orientations influence the perception of retail store attributes as well as the attitude towards retail stores. An empirical study indicates that the effect of shopping orientations on attitude towards food retailers is stronger than the effect on the perception of specific food store attributes. The different level of abstraction and emotion is used to explain this difference.



Citation:

Dirk Morschett, Bernhard Swoboda, and Hanna Schramm-Klein (2005) ,"Shopping Orientations As Determinants of Attitude Towards Food Retailers and Perception of Store Attributes", in E - European Advances in Consumer Research Volume 7, eds. Karin M. Ekstrom and Helene Brembeck, Goteborg, Sweden : Association for Consumer Research, Pages: 160-167.

Authors

Dirk Morschett, Saarland University, Department of Business Administration
Bernhard Swoboda, University of Trier, Chair of Marketing
Hanna Schramm-Klein, Saarland University, Department of Business Administration



Volume

E - European Advances in Consumer Research Volume 7 | 2005



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