Consumers Shopping Effort And Evaluation Of Store Image Attributes: The Roles Of Purchasing Involvement And Recreational Shopping Interest

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Roobina Ohanian
Armen Tashchian


purchasing involvement, recreational shopping, consumer characteristics, department stores


Purchasing involvement and recreational shopping are two consumer characteristics associated with active shopping and information-seeking. This study examines how these characteristics influence consumers shopping effort and consumers importance ratings of department store attributes. Significant differences are found among highly involved consumers, minimally involved, consumers, and recreational shoppers and between groups of consumers classified on the basis of these two characteristics. Public policy and research implications are discussed.


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