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The Impact of Shopping Orientations on U.S. Consumer’s Retail Channel Choice Behavior toward Luxury Goods Purchases

Jihyun Kim|Hyun-Hwa Lee
한국마케팅과학회 (Korean Scholars of Marketing Science)|2011.11|Journal of Global Fashion Marketing|제2권 제4호|pp. 188-199|DOI 10.1080/20932685.2011.10593097

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Shopping orientation奢侈品Luxury goodsRepeat purchasesMultichannel retailingPatronage behavior购物倾向重复购买多渠道零售管理惠顾行为
주제분류경영학

초록

The revenues generated by the luxury goods industry is estimatedto reach $1 trillion by 2010 (Luxury Institute, 2007;Silverstein & Fiske, 2005). According to the Bain & Co., theluxury goods spending in the U.S. itself is projected to reachapproximately $275 billion in 2011 of which is eight percentgrowth from the expenditure in 2010 (Lamb, 2011). In 2011,it is expected that the U.S. trend in increased market shares inthe luxury goods industry will be mirrored in the global luxuryeconomy and industry. Despite of the continued worldlyeconomic stagnation in the first decade of 21st century, thegrowth of the luxury goods market has been observed in theemerging markets throughout the world especially China(Global Luxury Retailing, 2011; Lamb, 2011; The LuxeGroupe of Range Online Media, 2010). In this paper, we conceptualizeluxury goods as those that have premium brand image,provide pleasure as a central benefit and utility or functionalbenefits as peripheral benefits based on the previous research(Kapferer, 1997; Vigneron and Johnson, 2004). With thetechnological advancement in the retailing sector, many luxurybrands and retailers launched the multichannel retailing strategiesto reach their target market through various retail formatsand to provide more convenience of access to the brandsand/or retailers. That practice resulted in the fact that manyluxury brands have online presence of their luxury brandimage. The aim of this study was to investigate the effect of consumershopping orientation on repeat purchase behavior ofluxury goods occurred via various online and offline retailvenues in the U.S. multichannel retail environment. We examinedthe influences of six consumers’ shopping orientation factorson their repeat purchases of luxury goods made via eightdifferent retail channels. Using a national purposive samplingtechnique, a total of 1,422 U.S. consumers whose annualhousehold income is greater than $150,000 provided responses to our online survey. A self-administered questionnaire was developedbased on the previous literature. The questionnaireconsisted of three sections: 1) shopping orientation, 2) frequenciesof luxury goods purchases made via various channels, and3) demographic information. Multivariate data analyses includingprincipal factory analysis and multiple regression analysiswere employed to examine the research questions. The findings showed that various shopping orientation factorsexplained each channel in a unique manner. For instance,hedonic shopping orientation was significantly positively influencedthe repeat purchase behavior in all eight retail channels. Bargain shopping orientation negatively impacted the repeatpurchase behavior of luxury goods made via upscale-image retailers,while positively influenced the behavior via discount-image retailers. Fashion/brand conscious shopping orientationpositively influenced the repeat purchase behavior viaall four upscale image retailers as well as online and offlineoff-price retailers. In-home shopping orientation positively predictedthe repeat purchase behavior via online retail channelsfor both upscale- and discount-image retailers. Convenienceshopping orientation positively predicted the repeat purchasebehavior via official websites of the brands, off-price retailers,and consignment stores. Utilitarian shopping orientation negativelypredicted the repeat purchases via off-price retailers andconsignment stores. For the luxury goods industry, this paper offers pragmaticknowledge about the relationships between consumers’ shoppingorientation and their repeat purchases of luxury goods madevia various retail channels, which may assist developing itsmarketing strategies. By shedding light on the U.S. affluentconsumers’ repeat purchase behavior regarding luxury goods inthe multichannel retail environment, this paper contributes thevaluable insights regarding strategic directions to the luxurygoods industry and theoretical understandings regarding theconsumer shopping orientation to the academia.

Abstract

The revenues generated by the luxury goods industry is estimatedto reach $1 trillion by 2010 (Luxury Institute, 2007;Silverstein & Fiske, 2005). According to the Bain & Co., theluxury goods spending in the U.S. itself is projected to reachapproximately $275 billion in 2011 of which is eight percentgrowth from the expenditure in 2010 (Lamb, 2011). In 2011,it is expected that the U.S. trend in increased market shares inthe luxury goods industry will be mirrored in the global luxuryeconomy and industry. Despite of the continued worldlyeconomic stagnation in the first decade of 21st century, thegrowth of the luxury goods market has been observed in theemerging markets throughout the world especially China(Global Luxury Retailing, 2011; Lamb, 2011; The LuxeGroupe of Range Online Media, 2010). In this paper, we conceptualizeluxury goods as those that have premium brand image,provide pleasure as a central benefit and utility or functionalbenefits as peripheral benefits based on the previous research(Kapferer, 1997; Vigneron and Johnson, 2004). With thetechnological advancement in the retailing sector, many luxurybrands and retailers launched the multichannel retailing strategiesto reach their target market through various retail formatsand to provide more convenience of access to the brandsand/or retailers. That practice resulted in the fact that manyluxury brands have online presence of their luxury brandimage. The aim of this study was to investigate the effect of consumershopping orientation on repeat purchase behavior ofluxury goods occurred via various online and offline retailvenues in the U.S. multichannel retail environment. We examinedthe influences of six consumers’ shopping orientation factorson their repeat purchases of luxury goods made via eightdifferent retail channels. Using a national purposive samplingtechnique, a total of 1,422 U.S. consumers whose annualhousehold income is greater than $150,000 provided responses to our online survey. A self-administered questionnaire was developedbased on the previous literature. The questionnaireconsisted of three sections: 1) shopping orientation, 2) frequenciesof luxury goods purchases made via various channels, and3) demographic information. Multivariate data analyses includingprincipal factory analysis and multiple regression analysiswere employed to examine the research questions. The findings showed that various shopping orientation factorsexplained each channel in a unique manner. For instance,hedonic shopping orientation was significantly positively influencedthe repeat purchase behavior in all eight retail channels. Bargain shopping orientation negatively impacted the repeatpurchase behavior of luxury goods made via upscale-image retailers,while positively influenced the behavior via discount-image retailers. Fashion/brand conscious shopping orientationpositively influenced the repeat purchase behavior viaall four upscale image retailers as well as online and offlineoff-price retailers. In-home shopping orientation positively predictedthe repeat purchase behavior via online retail channelsfor both upscale- and discount-image retailers. Convenienceshopping orientation positively predicted the repeat purchasebehavior via official websites of the brands, off-price retailers,and consignment stores. Utilitarian shopping orientation negativelypredicted the repeat purchases via off-price retailers andconsignment stores. For the luxury goods industry, this paper offers pragmaticknowledge about the relationships between consumers’ shoppingorientation and their repeat purchases of luxury goods madevia various retail channels, which may assist developing itsmarketing strategies. By shedding light on the U.S. affluentconsumers’ repeat purchase behavior regarding luxury goods inthe multichannel retail environment, this paper contributes thevaluable insights regarding strategic directions to the luxurygoods industry and theoretical understandings regarding theconsumer shopping orientation to the academia.

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