Skip to main content

The effects of shopping orientations on consumers' satisfaction with product search and purchases in a multi-channel environment

Buy Article:

$54.08 plus tax (Refund Policy)


Purpose ‐ The purpose of this study is to investigate the effects of consumers' shopping orientation on their satisfaction level with the product search and purchase behavior using multi-channels. Design/methodology/approach ‐ A total of 181 students in a large US mid-western university provided usable responses to the survey. Exploratory factor analysis and multiple regression analyses were employed to examine the research questions. Findings ‐ The results showed that more than three quarters of the respondents shopped via the internet and catalogs, and about 95 percent shopped at non-local retailers. About 60 percent reported that they never shopped from TV shopping channels. Confident/fashion-conscious shopping orientation and catalog/internet shopping orientation were found to be key predictors of customer satisfaction level with information search via multi-channels. Both confident/fashion-conscious consumers and mall shopping-oriented shoppers were more satisfied with store-based retail channels for apparel purchases, whereas non-local store-oriented shoppers and catalog/internet-oriented shoppers were more satisfied with non-store-based retail channels for their apparel purchases. Research limitations/implications ‐ The sample of this study was biased by gender and age. For the apparel retail industry, this paper offers practical knowledge about the relationships between shopping orientation and consumer search and purchase behavior in a multi-channel retailing context. Originality/value ‐ No study has utilized the shopping orientation framework to explain consumer behavior in a multi-channel environment. This study provides understanding of consumer product information search behavior on four dimensions (price, promotion, style/trends, and merchandise availability) via multi-channels.

Keywords: Consumer behaviour; Customer satisfaction; Information media; Retailing; Shopping

Document Type: Research Article


Publication date: 2008-05-09

  • Access Key
  • Free ContentFree content
  • Partial Free ContentPartial Free content
  • New ContentNew content
  • Open Access ContentOpen access content
  • Partial Open Access ContentPartial Open access content
  • Subscribed ContentSubscribed content
  • Partial Subscribed ContentPartial Subscribed content
  • Free Trial ContentFree trial content
Cookie Policy
Cookie Policy
Ingenta Connect website makes use of cookies so as to keep track of data that you have filled in. I am Happy with this Find out more