Do Consumers’ Apparel Shopping Orientation Changes? An Exploration of Life Event Influence

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2013-01-01
Authors
Liu, Chuanlan
He, Yang
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Shopping orientation is defined as shopping style, which reflects shoppers’ interests, opinions, attitudes, shopping preferences, activities and behaviors prior, during and after the shopping process (Stone, 1954). Investigation of shopping orientation can determine why consumers patronize a particular type of store or choose a particular brand, which can benefit retailers for their marketing planning. Transitional life prior, during, and after experiencing events is critical phase in one’s life (Cohen, 1988). Research has documented that transitional life periods are associated with significant changes in consumer behavior in general (e.g., Andreasen, 1984).

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