engleski

Antecedents and consequences of time spent shopping

This paper explores the antecedents and consequences of the amount of time spent on shopping in the Croatian hypermarket setting. The proposed research questions were examined with data collected from in-store inteviews, carried out in a high/low, urban Croatian hypermarket. Data was analysed using regression analysis. Research results show that shopping trip type had the strongest effect on consumers’ expenditure of time, followed by social surroundings and age of respondents. Store atmosphere was positively related to time expenditure at the 0.1 level. However, gender and store traffic were not significantly related to time spent on shopping. Time expenditure significantly and positively predicts the amount of money spent and number of items purchased. For retailers, the importance of these research results may be a better understanding of the drivers and the impacts of time expenditure, which may help in the design of successful retailing strategies for encouraging consumers to spend more time shopping in their stores, with the result that per-customer sales rise.

Time spent on shopping; demographics; retail situational factors; purchasing outcomes

nije evidentirano