A construal-level approach to hedonic and utilitarian shopping orientation

Several studies in consumer behavior have focused on consumers’ shopping orientation in terms of hedonic and utilitarian shopping. The present research advances a different perspective examining hedonic and utilitarian shopping orientations with the theoretical lenses of construal-level theory. Results from two studies indicate that hedonism relates to higher and utilitarianism to lower construal levels (Study 1). Consequently, individuals tend to prefer desirability-related options when shopping hedonically, and feasibility-related options when shopping in a utilitarian way (Study 2). The findings further show a moderating effect of construal level on the relationship between shopping orientation and choice, consistent with construal-level theory.

Consumer Shopping Orientations and Online Purchases of Rural Tourism Services

The main goal of the chapter is to find out which consumer shopping orientations can be brought in connection to purchases of the services of rural tourism in online channel. Besides theoretical framework concerning rural tourism services and their relation to sustainable development of rural areas, as well as factors of online purchases, the chapter presents the results of primary research. The research is part of wider research conducted concerning online shopping behavior in Serbia. A total of 300 respondents participated. Convenience sampling was implemented. The results confirm that online sale of rural tourism services can be explained when considering consumer shopping orientations and that these orientations can be connected to demographic characteristics of consumers. Finally, managerial implications are considered.

Shopping orientations of youth: Evidence from India

India boasts of being the sixth largest consumer market in the world and home to the world’s largest youth population. Despite the strategic role played by this segment in spearheading India’s consumption movement, little academic research has gone into understanding their shopping orientations and behaviour. This study seeks to bridge the gap in extant research by examining shopping orientations of young adults using a modified version of a consumer styles inventory (CSI) adapted to the Indian context. The cross-cultural generalisability of the modified CSI is validated empirically, through random sampling of 630 young adults from South India. Principal Component Analysis is used to summarise the 46 initial variables into smaller sets of 35 composites that load onto 11 factors that explain 62% of the variance. The resultant factor structure, confirmed using CFA is found to demonstrate good fit to the data. Researchers also explore the predictive influence of shopping orientation on subsequent shopping behaviour. The results confirm the cross-national relevance of the original CSI scale while identifying three new traits specific to the Indian context. Apart from Recreational, Brand Conscious, Quality Conscious, Price conscious, Impulsive, Habitual, Novelty-oriented and Confused shoppers, the Indian sample is found to additionally include diligent shoppers, convenience seekers and uninterested shoppers. Shopping orientation significantly impacts the time and amount spent on shopping pursuits differently across gender groups and also predicts preference for online/offline store formats among young shoppers. Apart from being one of the few empirical studies profiling India’s youth based on their shopping orientations using the CSI inventory, the present research also reflects on inconsistencies in the available research literature. It has a captive audience in consumer groups and policy makers interested in the evolving consumption culture in India and also in retailers seeking segmentation and targeting insights for eliciting patronage from young consumer cohorts.

Consumer Shopping Orientations and Online Purchases of Rural Tourism Services

The main goal of the chapter is to find out which consumer shopping orientations can be brought in connection to purchases of the services of rural tourism in online channel. Besides theoretical framework concerning rural tourism services and their relation to sustainable development of rural areas, as well as factors of online purchases, the chapter presents the results of primary research. The research is part of wider research conducted concerning online shopping behavior in Serbia. A total of 300 respondents participated. Convenience sampling was implemented. The results confirm that online sale of rural tourism services can be explained when considering consumer shopping orientations and that these orientations can be connected to demographic characteristics of consumers. Finally, managerial implications are considered.