21
Shopping
orientation
is
a
complex
and
multidimensional concept.
Defining
shopping
orientation
is
extremely
difficult,
due
to
numerous
interrelated
variables.
Although
the
concept shopping
orientation
is described
by
researchers
from
various perspectives,
certain
major
variables
(or
concepts)
are
repeated
in
the
different
descriptions. Stone
(1954)
introduced the concept of
shopping orientation. He
referred
to
shopping
lifestyles
or shoppers styles that place emphasis on certain activities in particular. Other researchers
added
to
this
definition by
pointing
out
that
shopping-specific
lifestyles
encompass
shopping activities, interests, and opinions.
The definitions of shopping orientation reflect a view of shopping
as a complex personal,
economic, social and recreational phenomenon (Darden &
Howell, 1987; Hawkins et al,
1989:641; Kwon
et
al,
1991;
Shim
&Bickle, 1994;
Shim
&Kotsiopoulos, 1992a;
Shim
&Kotsiopoulos, 1993; Shim & Mahoney, 1992).
Shoppers
with
different
shopping
orientations
reveal
different
consumer
characteristics
and
differences in
market
behavior,
including
different
needs
and
preferences for
information
sources,
store
preferences and
store
attributes
(Gutman
&
Mills,
1982;
Lumpkin, 1985; Shim &Kotsiopoulos, 1992a &1992b).
Jarboe
and
McDaniel
(1987)
emphasize
that
consumers’
shopping
orientations
refer
to
their
general
approach
to
acquiring
goods
and
services
and
to
the
no
purchase
satisfactions derived
from
shopping
at
retail
stores
and
shopping
centre.
It
may
be
a
function
of
a
variety
of
no
purchase motives,
such
as
the
need
for
social
interaction,
diversion from
routine
activities, the
need
for
sensory
stimulation,
exercise,
and
the
exertion of social power (Bellenger & Korgaonkar, 1980; Kwon et al, 1991).
Shopping
orientation therefore
varies
with
regard
to
individuals and
different
products,
among individuals
over time, and with changing
situations.
Concepts
(or variables)
 |