Targeting smart shoppers: a cross-country model
| Autor: | Mónica Gómez-Suárez, Myriam Quinones, María Jesús Yagüe |
|---|---|
| Jazyk: | angličtina |
| Rok vydání: | 2020 |
| Předmět: | |
| Zdroj: | Journal of Business Economics and Management, Vol 21, Iss 3 (2020) |
| Druh dokumentu: | article |
| ISSN: | 1611-1699 2029-4433 |
| DOI: | 10.3846/jbem.2020.11851 |
| Popis: | The purpose of this article is to provide a robust and consistent cross-country measurement of the smart-shopper self-concept. Drawing on existing single-country studies, our work extends research by validating a pioneer cross-country scale that measures the smart-shopping mechanism in a holistic manner. Survey data were collected from 1,233 shoppers from six different Western countries. Cross-country equivalence was assessed using multigroup confirmatory factor analysis using configural, metric, and factor variance invariance tests. The results indicate that the smart-shopper self-concept is a second-order construct comprising two dimensions: smartshopper-attributed behavior and smart-shopper feelings. Our findings also reveal that consumers in the different countries exhibit different degrees of smart-shopper self-concept and differ in their perceptions of the affective and behavioral responses generated during a smart purchase process. Marketing practitioners looking to target smart shoppers across multiple countries could build on the findings of this study to develop effective international segmentation and positioning strategies. |
| Databáze: | Directory of Open Access Journals |
| Externí odkaz: |
|