IMPLICATIONS OF THE SOCIAL BEHAVIOR OF CONSUMERS FOR THE RETAIL ECONOMY

• Sponsoring Institution: State Agricultural Experiment Station
• Project Status: COMPLETE
• Funding Source: STATE
• Reporting Frequency: Annual
• Accession No.: 0214484
• Project Start Date: Jul 1, 2008
• Project End Date: Jun 30, 2012
• Program Code: [(N/A)]- (N/A)

Recipient Organization
UNIV OF MINNESOTA
(N/A)
ST PAUL,MN 55108

Performing Department
DESIGN, HOUSING & APPAREL

Non Technical Summary
The overall economic contribution of retail business to the state of Minnesota has continued to decline since 2001 (U.S. Department of Commerce, Bureau of Economic Analysis, 2008). Thus, it is timely and critical to investigate ways to sustain retail businesses within Minnesota. Understanding the social behavior of consumers in the retail environment is crucial in proving strategies to support retail businesses. There is a growing recognition that shopping involves experiential, which reflects the "fun" theme, as well as instrumental outcomes (Babin, Darden, & Griffin, 1994). The consuming-as-an experience perspective underlines research examining consumers' subjective, emotional reactions to consumption objects and environments. Increasingly, retailers are expected to create highly differentiated customer experiences as a means to survive in the competitive marketplace. Experiential components may help customers assess a firm's credibility and benevolence (Doney & Cannon, 1997). Prominent aspects of hedonic or experiential consumption are crystallized into retail therapy and recreational shopping. These aspects of hedonic consumption suggest how shopping functions in maintaining or improving people's emotional well-being. Individual's desire to alleviate felt negative moods is an important need and successful mood management affects emotional well-being. If retailers address these desires by providing pleasurable experiences which offer an emotional lift, those shoppers may continually shop with those retailers. Consumers who embrace shopping as a major leisure activity may also be of interest to retailers. Guiry, Magi, and Lutz (2006) developed a measure of recreational shopper identity and found it useful for segmenting consumers. These researchers found that recreational shoppers, referred to as shopping enthusiasts, spent more time and more money, and shopped more frequently than normal shoppers regardless of retail channel. Increased understanding of therapy shoppers and shopping enthusiasts could be useful for retailers interested in shaping consumers' shopping experiences through retail environments. Understanding these consumers and their shopping needs in a variety of retail environments is important since these consumers in particular are linked to valuable retail outcomes such as patronage frequency, visit duration, spending in the store, amount of interaction initiated with the store personnel, store related satisfaction, and intention to revisit the store. In line with the importance of meeting consumers' hedonic shopping needs to retail business success, consumer's emotional experience with shopping was suggested as an important driver of customer loyalty in recent studies. However, little is documented concerning what specific experiences (e.g., shopping as therapy, shopping as recreation) influence loyalty and what contributes to forming those shopping experiences.

Animal Health Component

100%

Research Effort Categories

Basic

(N/A)

Applied

100%

Developmental

(N/A)

Classification

Knowledge Area (KA)	Subject of Investigation (SOI)	Field of Science (FOS)	Percent
803	6010	3070	100%

Knowledge Area
803 - Sociological and Technological Change Affecting Individuals, Families, and Communities;

Subject Of Investigation
6010 - Individuals;

Field Of Science
3070 - Psychology;

Keywords

recreational shopper

mood alleviation

compensatory consumption

consumers

identity

customer loyalty

Goals / Objectives
The principle aim of this study is to enhance understanding of the social behavior of consumers by investigating aspects of consumer experiences with shopping. To achieve this aim, three research objectives were developed: to investigate the role of retail therapy in the shopping experience, to investigate the role of recreation in the shopping experience, and to investigate the role of the shopping experience in building customer loyalty. Investigations will be made with consideration of both physical and virtual retail environments. This proposed research supports the Agricultural Experiment Station Goal 3-supporting increased economic opportunities and improved quality of life in rural America.

Project Methods
To meet our research objectives, we plan a three-stage process. The first stage is to conduct in-depth interviews with adult males and females on their experience with shopping as therapy and their views of shopping as recreation. Simultaneously a review of literature will be conducted to locate any additional research on identity shoppers, recreational shopper identity, and related concepts. Literature will also be searched for additional studies on customer loyalty and the shopping experience. The second stage involves development of measures of retail therapy including pretesting, determination of reliability, content validity, and discriminate validity. Following scale development a multi-state survey of adult male and female consumers representing urban and rural regions is planned. Data will be analyzed using qualitative analyses, factor analysis, multiple regression, structural equation modeling, and descriptive statistics.

Progress 07/01/08 to 06/30/12

Outputs
OUTPUTS: The focus has been on meeting objective 3 of the project-investigating the role of the shopping experience in building customer loyalty. Data have been collected and analyzed in May 2012. Current focus is on manuscript preparation and presentation at professional meetings. Additional results of other phases of the research (Obj 1 and 2) have been disseminated through presentations at the International Textile and Apparel Association annual conferences. These presentations are published as abstracts. Significant outputs include 4 journal publications sharing the development of a retail therapy scale and other knowledge gained from the research. The data gathered also served as the basis for two doctoral dissertations. PARTICIPANTS: Jung Mee Mun served as research assistant on this project during fall (2011) and Ji Young Kang served as the research assistant during spring 2012. Both were doctoral candidates. There were 657 individuals who participated in the research. Participants' ages ranged from 18 to 85 years with 61.0% between 18 and 55 years. Slightly more than half of the participants were female (61.0%). With respect to ethnicity, 82.9% were Caucasian. All income categories were represented with $25,000-$49,999 as the median income. Additionally, 43.4% of our participants had a four-year college degree and 65.0% were married or lived with a partner. TARGET AUDIENCES: Results of the research conducted prior to the last year of the project (2011) have been disseminated to attendees at the International Textiles and Apparel annual conference. Information is also available to subscribers of the International Journal of Retailing and Distribution Management. PROJECT MODIFICATIONS: Not relevant to this project.

Impacts
Findings have resulted in a change of knowledge. For the final stage of the research we investigated how four distinct store attributes (functionality, convenience, aesthetics, and leisure) contributed to shopping enjoyment that then contributed to place attachment, and finally to loyalty. We found store atmosphere, price, and leisure were significant followed by design and service in predicting shopping enjoyment. We found that shopping enjoyment was significant in predicting place attachment and that place attachment was found to be a significant predictor of loyalty. The new knowledge is the part that place attachment contributes to loyalty. Thus, shopping in stores may appeal to customers rather than on the Internet or through mobile devices because of their bonds to the location of the store.

Publications

• Kim, H., Kang, J. M., & Johnson, K. K. P. (2012). Effect of consumer relationship proneness on perceived loyalty program attributes and resistance to change. International Journal of Retail and Distribution Management,40(5), 376-387.
• Kim, A., & Johnson, K.K.P. (2012). Body image and retail therapy behaviors among college students. Proceedings of the International Textiles and Apparel Association annual meeting, Honolulu, HI. www.itaaonline.org
• Rhee, J., Johnson, K.K.P., & Ryoo, J. (2012). Exploring relationships between self-brand congruence and brand commitment. Proceedings of the International Textiles and Apparel Association annual meeting, Honolulu, HI. www.itaaonline.org
• Ju. HaeWon (2012) Who are Fashion Brand Fans An Investigation of Antecedents and Outcomes of Fashion Brand Commitment. Dissertation, University of Minnesota.

Progress 01/01/11 to 12/31/11

Outputs
OUTPUTS: The results have been disseminated through presentations at the International Textiles and Apparel Association and at a joint symposium between the International Textiles and Apparel Association and the Korean Academy of Marketing Science. These presentations are published as abstracts. PARTICIPANTS: Hae Won Ju served as research assistant during spring 2011 and JiYoung Lee served as research assistant during fall 2011. There were 640 individuals who participated in the research for phase 3 of the project, they ranged in age from 18 to 82. TARGET AUDIENCES: Results of the research were made available to attendees at the International Textile and Apparel Association (ITAA) annual meeting, the joint symposium of ITAA and the Korean Academy of Marketing Science. Information is also available to subscribers of the Clothing and Textiles Research Journal. PROJECT MODIFICATIONS: Not relevant to this project.

Impacts
Findings have resulted in a change in knowledge. For the last phase of this research, emphasis has been placed on expanding knowledge of store and brand loyalty. For one part of the research focus was on the concept of consumer commitment and factors that contribute to building commitment. Antecedents and outcomes of consumer commitment to a brand were investigated by examining the behaviors of brand fans within a fashion brand context. Notable findings include that commitment impacts loyalty, as well as tendency for consumers to advocate for the brand as well as willingness to pay premium prices for a brand. Variables impacting commitment included a need for uniqueness, brand consciousness, but not a need to belong.

Publications

• Kang, M., & Johnson, K. K. P. (2011). Retail therapy: Development of a scale. Clothing and Textiles Research Journal, 29 (1), 3-19.
• Kang, J., & Johnson, K. K. P. (2011). Influence of mobile affinity, OSL, and personal values on M-shopping attitude and intention: A mixed methods inquiry. International Textile and Apparel Association Proceedings. Monument, CO. http://www.itaaonline.org
• Lee, J., Johnson, K.K.P., & Kim, H. (2011). Cause-related marketing in the fashion industry: Effects on consumer identification and consumer responses. International Textile and Apparel Association Proceedings. Monument, CO. http://www.itaaonline.org
• Kang, J.M., Johnson, K.K.P., & Wu, J. (2011, May). Consumer decision making styles and their relationship to social shopping for apparel using social networking sites. Proceedings of the KAMS Spring International Conference/2011 ITAA-KAMS Joint Symposium, 144-146.

Progress 01/01/10 to 12/31/10

Outputs
OUTPUTS: One focus during the past year was on disseminating findings relative to research objective 1 - to investigate the role of retail therapy in the shopping experience. One presentation of research findings was given at the International Textiles and Apparel Assocation annual meeting in October 2010. That presentation stimulated a pending research collaboration with colleagues at Ohio State University to identify antecedents to retail therapy shopping. Another focus during this past year was on developing a research project to meet the objective 3 - to investigate the role of the shopping experience in building customer loyalty. A critical literature review has been completed. The questionnaire for the research project has been developed and piloted to refine and validate the measurement items. Questionnaire undergoing revision. The main data collection is set for January 2011. PARTICIPANTS: Hae won Ju is currently serving as graduate student research assistant. She is working on objective 3. I continue to collaborate with Minjeong Kang at California State - Secramento who was the former graduate student research assistant to disseminate research findings. I also have conducted research on addressing the customer experience on one specific shopping day - Black Friday with Jaeha Lee at North Dakota State University, Sharron Lennon at the University of Delaware, and Minjeong Kim at Oregon State University. I am working on objective 3 also with a colleague, Hye-Young Kim at the University of Minnesota and several graduate students - Dooyoung Choi and Jiyoung Lee. TARGET AUDIENCES: The primary audience for efforts designed to cause a change in knowledge are academics in consumer behavior. Research findings have been disseminated through presentations and publications here in the United States and in South Korea. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
A change in knowledge occured with the development of a measure of shopping to alleviate negative moods, which included shopping experiences in pre-, during-, and post- therapy stages. A valid and reliable RT scale broadens quantitative inquiry into shopping behaviors driven by mood alleviative motives. The scale contains 22 items broken into four subscales representing therapy as shopping motivation, reasons behind use of shopping as therapy: positive reinforcement, reasons behind use of shopping as therapy: to reduce negative emotion, and post-retail therapy experience. The scale is applicable to any nonperishable consumer product. Since our interview findings revealed that therapy shoppers were store loyal. Finding additional characteristics of retail therapy shoppers is important to shaping the store experience which ultimately could assist in increasing the number of loyal customers.

Publications

• Journal publication: 1. Kang, M., & Johnson, K.K. P. (2010). Lets Shop! Exploring the Experiences of Therapy Shoppers. Journal of Global Fashion Marketing, 1-2, 71-79.
• 2. Lee, J., & Johnson, K.K.P. (2010). Buying fashion impulsively: Environmental and personal influences. Journal of Global Fashion Marketing,1(1), 30-39.
• Proceeding: 1. Kang, M., & Johnson, K. K. P. (2010, October). Retail therapy: Scale development. International Textile and Apparel Association Proceedings. Monument, CO. http://www.itaaonline.org
• 2. Kim, H., Lee, J., Choi, D., Wu, J. & Johnson, K. K. P. (2010, October). Perceived benefits of retail loyalty programs: Their effects on program loyalty and customer loyalty. International Textile and Apparel Association Proceedings. Monument, CO. http://www.itaaonline.org
• 3. Lennon, S., Kim, M., Lee, J., & Johnson, K.K.P. (2010, October). Antecedents of consumer emotions on Black Friday. International Textile and Apparel Association Proceedings. Monument, CO. http://www.itaaonline.org
• 4. Lennon, S., Lee, J., Kim, M., & Johnson, K.K.P. (2010, October). Consumer misbehavior on Black Friday: Individual and situational antecedents. International Textile and Apparel Association Proceedings. Monument, CO. http://www.itaaonline.org
• 5. Kim, J., Kim J., & Johnson, K.K.P. (2010, October). The effect of value fulfillment on brand satisfaction and loyalty within a luxury apparel store context. International Textile and Apparel Association Proceedings. Monument, CO. http://www.itaaonline.org
• 6. Lennon, S., Johnson, K. K. P., Kim, M., & Lee, J. (2010, June). A model of consumer misbehavior on Black Friday: A perfect storm. American Collegiate Retailing Association proceedings, Orlando, FL

Progress 01/01/09 to 12/31/09

Outputs
OUTPUTS: Results have been disseminated to other retail merchandising scholars through presentation at the International Textile and Apparel Association annual meeting in 2009. PARTICIPANTS: Minjeong Kang was graduate research assistant on this project this past year. TARGET AUDIENCES: Target audiences were academics in retail merchandising and other related business areas. PROJECT MODIFICATIONS: Nothing significant to report during this reporting period.

Impacts
The primary impact at this stage is a change in knowledge. Creation of an instrument to measure a specific aspect of social behavior, in this instance retail therapy behaviors of consumers.

Publications

• Kim, J., Ju, H., & Johnson, K. K. P. 2009 Sales associates appearance Links to consumers emotions, store image, and purchases. Journal of Retailing and Consumer Science,16(5), 407-413.
• Kim, E., & Johnson, K.K. P. 2009 Forecasting the U.S. Fashion industry part 2: Production and retailing. Journal of Fashion Marketing and Management. 13(2), 268-278.
• Kang, M., & Johnson, K. K. P. 2009. Identifying characteristics of consumers who frequently return apparel. Journal of Fashion Marketing and Management, 13(1), 37-48.
• Lennon, S., Ha, Y., Johnson, K., Damhorst, M., Jasper, C., & Lyons, N. 2009. Rural consumers online shopping for apparel, food, and home furnishings products as a form of outshopping. Clothing and Textiles Research Journal, 27(1), 3-30.
• Kim, J., Cho, H., & Johnson, K. K. P. 2009. Influence of moral affect, judgment, and intensity on decision making concerning counterfeit, gray-market, and imitation products. Clothing and Textiles Research Journal, 27(3), 211-226.
• Kim, E., & Johnson, K. K. P. 2009 Forecasting the U.S. fashion industry part 1: Materials and design. Journal of Fashion Marketing and Management, 13(2), 256-267.

Progress 07/01/08 to 12/31/08

Outputs
OUTPUTS: The focus in the first months of the project was on objective 1 -to investigate the role of retail therapy in the shopping experience. Activities that have been accomplished since the start of this project include qualitative data collection from 43 individuals representing demographic diversity. This data was analyzed. PARTICIPANTS: Minjeong Kang is serving as research assistant. 43 individuals participated as subjects in the research. They were diverse in terms of their age and socio-economic status. TARGET AUDIENCES: Nothing significant to report during this reporting period. PROJECT MODIFICATIONS: Not relevant to this project.

Impacts
A change in knowledge occured including reasons why participants elect to shop as a form of therapy. Seven reasons emerged from the data including shopping as a positive distraction, escape, as a form of self-indulgence,as providing a sense of control, and a sense of social connection. What components participants identified as alleviating their negative mood during shopping consisted of the following five components: shopping imagination, the retail environment, the interaction with sales associates, the process of shopping (e.g., browsing, trying on things), and actually making a purchase. The majority of participants mentioned different combinations of these five components. Participants' post-retail therapy experiences were characterized by feeling better right after a therapy shopping trip, not regretting their therapy shopping, and rationalization about spending money when feeling regret. Overall, participants shared that their use of shopping as therapy was effective and successful while having little or no negative consequences.

Publications

• No publications reported this period