Naslov
Experience-oriented Shopping Motives as mediators of Shopping Behaviour: Findings from an Apparel Shopping Study in Slovenia
(Experience-oriented Shopping Motives as mediators of Shopping Behavior: Findings from an Apparel Shopping Study in Slovenia)

Autori
Domen, Bajde ; Rojšek, Iča

Vrsta, podvrsta i kategorija rada
Radovi u zbornicima skupova, cjeloviti rad (in extenso), znanstveni

Izvornik
Proceedings of the 10th Annual Conference on Marketing and Business Strategies for Central & Eastern Europe / Chadraba, Petr ; Springer, Reiner - Beč : DePaul University Chicago and Wirtschaftsuniversitat Vienna, 2002, 109-121

Skup
The 10th Annual Conference: Marketing and Business Strategies for Central & Eastern Europe

Mjesto i datum
Beč, Austrija, 05.12.2002. - 07.12.2002

Vrsta sudjelovanja
Predavanje

Vrsta recenzije
Međunarodna recenzija

Ključne riječi
Shopping Motives; Shopping Behaviour; Apparel; Retailing

Sažetak
The marketing literature suggests a variety of shopping motives, which by their nature fall into three categories: product-oriented motives (shopping to acquire a product or information about a product), experience-oriented motives (shopping for fun and enjoyment) and a combination of both. Consumers obviously do not shop only to acquire products and useful information, but also for the fun of it. The underlined motivational duality in part determines the consumer's perception of the retail environment, the decision-making process and consequently also his/hers shopping behavior. Our study addresses some of these differences together with their implications, by examining the apparel shopping behavior of young adults in Slovenia (N=208). Two shopper segments: experiential and product shoppers, are derived by means of cluster analysis, thus confirming the importance of shopping experience and the need for retail managers to adjust their marketing strategies accordingly.

Izvorni jezik
Engleski

Znanstvena područja
Ekonomija

POVEZANOST RADA