19
Figure 2-2 Theoretical structure of relations among motivational types of values
2.3.2. Shopping Orientation
Shopping orientation could be defined as a shopper’s style that places particular emphasis
on
a
shopping-specific lifestyle encompassing
shopping activities,
interests and opinions,
and
reflecting
a
view
of
shopping
as
a
complex
social,
recreational and
economic
phenomenon (Visser and Preez, 2001).
Shopping orientations are
conceptualized as
a
specific dimension of
lifestyle and
operated on
the
basis
of
activities,
interests and opinion statements pertaining to
acts of
shopping
(Li
et.
al
1999).
Shopping
is
not
only
an
economic
activity
but
also
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