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The effects of acquisition and transaction shopping value perceptions on retail format usage intentions: an illustration from discount stores

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Abstract:

Although it becomes increasingly important for food retailers to understand what motivates consumers to use one retail format rather than another, research on retail format choice is sparse compared to store choice. This study examines the extent to which perceived acquisition value of shopping at a retail format and perceived transaction value of shopping at one particular retail format outlet in a specific situation have an impact on retail format usage intentions. In addition, we study the influence of different situation-specific factors on perceived transaction value of shopping at one particular retail format outlet. Taking discount stores as an example, the developed conceptual model is empirically tested using a structural equation approach. The results show that perceived acquisition value of shopping at the retail format plays a dominant role in explaining retail format usage intentions, while perceived transaction value of shopping at one particular retail format outlet, which depends on certain situation-specific factors, is of lesser importance.

Keywords: channel choice; discount store; retail format choice; shopping value, acquisition value; situational influence; transaction value

Document Type: Research Article

DOI: https://doi.org/10.1080/09593960903109436

Affiliations: Department of Management and Marketing, Chair of Service Management and Retailing, University of Duisburg-Essen, Germany

Publication date: 2009-05-01

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