A COMPARISON OF ONLINE AND OFFLINE SHOPPING BEHAVIOUR

MOTIVES FOR SHOPPING CHANNEL DECISIONS A COMPARISON OF ONLINE AND OFFLINE SHOPPING BEHAVIOUR

WINKELS OF WEBSHOPS

MARTHIJN KEIJZER

MOTIVES FOR SHOPPING CHANNEL DECISIONS A COMPARISON OF ONLINE AND OFFLINE SHOPPING BEHAVIOUR

GRADUATION REPORT FOR THE MASTER TRACK REAL ESTATE AND HOUSING DELFT UNIVERSITY OF TECHNOLOGY FACULTY OF ARCHITECTURE AND THE BUILT ENVIRONMENT MARTHIJN KEIJZER Student #: Address: Telephone: E-mail:

1511629 Nieuwstraat 50D 7311 BS Apeldoorn +31 6 34 53 59 37 [email protected]

SUPERVISORS: Dr. Ir. D.C. Kooijman Department: Field of research:

Real Estate & Housing Shop architecture, retail, urban management, qualita ve research methods

Dr. H.C.C.H. Coolen Department: Field of research:

DATE: January 14th, 2015

OTB Methods and Techniques of Research – Housing Preferences and Housing Choice – Significance of Housing

 

FOREWORD ‘The built environment is as much built by people as it is built for people.’ A claim my mentor (dr. Coolen) kept reminding me off during my master thesis. This report is the final product for this thesis in the master track Real Estate & Housing. In contrast to most of the theses made within the faculty of Architecture and the Built Environment, this research does not focus on how the built environment is built by people, but on how it func ons for people. By researching these issues an effort is made to bridge the gap between Real Estate studies and studies in consumer behaviour. To research the value of the retail real estate environment for people, consumers are put central and their shopping mo ves are compared for the two main channels currently used for shopping: online and offline shopping. Although the term offline shopping is used in the tle, as its meaning is explicit in being the opposite of online shopping, this research mainly uses the term ‘store channel’. There are several reasons for using this term; the English noun ‘to store’ already refers to a physical place in which items are stored. Furthermore, the term ‘store channel’ is more frequently used in scien fic literature and the term ‘offline’ might as well refer to other channels such as magazines or TV-channels. These two channels are not elaborated in this research, and therefore the term offline is best avoided. Hence, every me the term ‘store channel’ is used, it refers to physical shops, whether it be in the form of single stores, shopping centres or city centres. The crea on of this report is certainly not due to merely my own efforts, and I would like to thank those who gave me and effort in suppor ng this thesis. First of all, I would like to thank my mentors, always ready to provide feedback which was in each case right on spot, cri cal, but always mo va ng. Thanks as well for everything I was able to learn about retail and research from our conversa ons. Secondly, I would like to thank all those who took part in this research, the interviewees and those who filled out the ques onnaire, which in many cases cost a considerable amount of me. I would like to give thanks as well to the outstanding services provided by Efaflex BV, AJ van de Vlag Webdesign and RIWA Print and design. Furthermore, I would like to thank my wife and family for the support they gave during this research and the means they offered to aid this project. I would like to thank my friends and fellow students for their support and the ability to discuss and ponder on all issues arising during such a project. Finally, I would like to thank the one who is father and friend, always there, always guiding and always helping. Those interested in a generic overview of this research and its main findings, can best read the summary in the following sec on of the report. The summary gives a concise overview of the introduc on and the methods used and then explains the main findings of this research. The main part of this report is built up in following order; first an introduc on to the topic is given, which is followed by the research design. The second chapter builds a theore cal framework for this research and provides the conceptual model that is used for the analyses. The third and fourth chapter describe the methodology and results of the interviews and the fi h and sixth chapter describe the methodology and results of the ques onnaires. Conclusions are drawn from these results in the seventh chapter, which are discussed in the eighth chapter. This chapter also describes the recommenda ons to retail investors and developers. The last chapter describes the limita ons of this report and gives some sugges ons for future research. I wish everyone much pleasure in reading this report, With kind regards, Marthijn Keijzer

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MOTIVES FOR SHOPPING CHANNEL DECISIONS

FOREWORD

ENGLISH SUMMARY INTRODUCTION The retail environment has seen two major changes in recent decades. First of all, retailers and consumers have increasingly adopted the online channel and although the market share of online shopping is s ll limited, there are already some sectors in which online sales dominate (Deloi e, 2011b). Moreover the consumer group merely using the store channel is expected to form a minority in 2015. Secondly, the turn-over rate per used floor area is decreasing and is expected to decrease in years to come. These two phenomena are assumed to be related to each other (CBW-Mitex, 2010; Corio, 2010; Deloi e, 2011a) and are expected to have an impact on the behaviour of consumers. Real estate investors and developers need to develop an answer to these “new” consumer demands. The aim is, by researching what people do and what characteris cs they demand when visi ng a shop, to gain more insight in how and to what extent retail investors and developers can adopt their strategies to these new consumer demands. The mo ves of consumers are for this research divided in two types of mo ves; shopping ac vi es (what consumers do) and shop characteris cs (what they demand). These consumer mo ves are researched in two types of shopping channels: the online channel, including all types of online shops, and the store channel, including all offline/physical types of shops whether in local stores, shopping centres or city centres. The central ques ons in this research are: How does a shopping acƟvity lead to a channel decision? What shop characterisƟcs are important within each shopping channel? Several steps have been taken in this research to reach the aim. First of all, a be er image is created on what shopping ac vi es and shop characteris cs can be discerned. Secondly, the rela on between these concepts and the rela on with the a tude and behaviour to a shopping channel is defined. Finally, this research provides several recommenda ons on if and how investors and developers can adjust their strategies to the “new” consumer.

THEORETICAL FRAMEWORK In this research the theory of reasoned ac on (TRA) developed by Fishbein and Ajzen (1975) is used as a theore cal model. According to TRA, behaviour is influenced by beliefs. The theory discerns two types of believe: behavioural beliefs and norma ve beliefs. The behavioural beliefs and their evalua on influence the a tude of the person to perform the behaviour. The norma ve beliefs and their evalua on influence the subjec ve norms. Subjec ve norms and a tude together influence the behavioural inten on, which is in its turn a predictor of the actual behaviour. Beliefs are an associa on made between an object and an a ribute. Both the object and the a ribute can be “any discriminable aspect of the individual’s world” (Fishbein & Ajzen, 1975, p. 12). In this research the

Figure 1 Theory of reasoned ac on (Fishbein & Ajzen, 1975).

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ENGLISH SUMMARY

objects are the shopping channels and the a ribute is either a shopping ac vity or a shop characteris c. It could be for instance that the a ribute “anonymity” (a shop characteris c) is connected to the object “online shopping” (shopping channel), which could result in a favourable evalua on of online shopping if someone favours anonymity while shopping. The evalua on of the beliefs can mo vate consumers, via a tude and behavioural inten on, to use a channel. In other words a favourable a tude can mo vate a consumer to use a channel. Shopping is a means to an end. This end is a need the consumer wishes to fulfil during shopping. Different needs can be discerned in consumer shopping mo ves; social needs, hedonic needs and func onal or u litarian needs. Each type of shopping ac vity fulfils one of these needs. In this research eight shopping ac vi es are central. Social shopping and gi shopping fulfil both social needs. Social shopping is an ac vity in which the emphasis is on interac on with other individuals, not on the shopping ac vity itself. Gi shopping is an ac vity in which one wishes to buy an item for someone else. Idea shopping, gra fica on shopping and experience shopping all fulfil hedonic needs. Idea shopping is a kind of shopping in which the consumer is seeking ideas and inspira on, gra fica on shopping is focused on rewarding oneself by shopping and on providing stress relief through shopping, and experience shopping is centred around s mula ng one’s senses through a pleasing experience. Bargain hun ng, shopping to get the lowest price, can fulfil both hedonic and u litarian needs. Informa on shopping, searching the right informa on about a product, and convenience shopping, buying specific products, both fulfil u litarian needs.

Figure 2 Conceptual model

Consumers form an a tude towards these shopping ac vi es by evalua ng their believes about whether they favour a certain shopping ac vity in a certain channel. Besides shopping ac vi es, shop characteris cs form part of the a ributes of belief as well. In total, on the basis of the interviews and the literature review, 29 shop characteris cs were discerned. These shop characteris cs were ordered in the following categories: personnel (exper se of personnel), variety (both variety in stores and in the assortment), organisa on (how items in a store are presented and the lay-out of the store), use convenience (ease of use of store or webshop), me convenience (ease to access and quick service), reducing risk (how safe the shop is and how transparent the shop is about its iden ty and the services it provides), atmosphere (aesthe c and appearance aspects of the shop), social aspects (conviviality and ability to have contact with other people) and price (both the ability to compare prices and the price level as compared to the quality offered).

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ENGLISH SUMMARY

The other variables considered in the conceptual model are a tude, subjec ve norms, behavioural inten on and behaviour. Subjec ve norms and the a tude are assumed to influence the inten on one has to shop in either one of the channels and a posi ve behavioural inten on is expected to be related to the use of that channel. Moreover, it is expected that these variables are all under influence of several extraneous variables related to the personal background of a consumer. These considered variables are: age, gender, social behaviour, the internet usage (including social media usage), residence, and the distance to the nearest shopping centre.

METHODOLOGY A er a literature review on the topics of retail investment strategies, consumer behaviour and shopping mo ves, interviews were held. In total eight interviews were held with consumers in the ages of 19 to 51 years. These interviews were transcribed, coded and analysed and the results were used for designing a ques onnaire. The ques onnaire was built up in twelve sec ons: one sec on on the overall internet use, six sec ons covering behaviour, the shopping ac vi es, the shop characteris cs, the subjec ve norms and the behavioural inten on for each channel, and a sec on on social interac on. The last part of the ques onnaire covered the personal informa on of respondents. Sampling was done by distribu ng invita on cards among consumers in six different shopping centres in the Netherlands. On these business cards the URL to the website of the ques onnaire was provided. In total 292 respondents filled out the complete ques onnaire. The results of the ques onnaire were analysed using SPSS. This analysis showed the main rela ons between the variables. These rela ons were interpreted with the results of the literature review and the interviews.

DISCUSSION Four arguments are made in answering the research ques ons; ‘How does a shopping ac vity lead to a channel decision?’ and ‘What shop characteris cs are important within each shopping channel?’. Shopping as a mix of needs The results of the ques onnaire and the interviews show that hedonic needs are fulfilled both by the online and by the store channel. Whereas hedonic mo ves, such as social and experien al shopping, are s ll more favoured in the store channel (Schröder & Zaharia, 2008, p. 462), u litarian mo ves, such as convenience shopping and informa on shopping, are more favoured in the online channel. Some shopping ac vi es, however, are served by both channels. For instance, idea shopping, a hedonic mo ve, and bargain hun ng, a shopping ac vity that fulfils both hedonic and u litarian needs. Shopping as a self-centred leisure acƟvity The results of this research support the argument that shopping is only to a minor extend socially centred. Inves ng in rela onships is not a dominant shopping ac vity, neither is gi shopping, and shopping with others might even result in conflicts as the interviewees argued. These low a tudes to social shopping might also be a result of what Balasubramanian (2005) defines as false consensus. People do not need to have contact with others to experience a consensus in a tude and taste. In the absence of opinions that contrast with our own, people tend to believe that others have the same opinion as they have. On the other hand younger genera ons tend to favour gra fica on shopping, shopping as a means to relieve stress and to empty one’s mind. Moreover idea shopping is favoured for both shopping channels. Younger people again are more prone to this type of shopping ac vity. Experience shopping finally is something that is especially favoured in the store channel. All these shopping ac vi es are specifically focused on hedonic pleasure for the self. Reinforced by the major importance of atmosphere in stores this research shows yet again (Schröder & Zaharia, 2008, p. 462) that shopping in stores is indeed more and more focused on hedonism. Social incen ves play a minor role. Consumer’s need for diversity A major role in both these channels is laid out for the assortment. This aspect is of importance in both channels and it seems to contribute to both u litarian convenience and hedonic pleasure. Not only the quan ta ve side of 11


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the assortment is important, but also the manner in which this assortment is displayed and how one can find his way through this assortment. The online channel offers a virtually unlimited variety of shops, whereas the store channel will not be able to offer such varie es as stores are bound to place and space in this channel. The high value expressed towards the assortment quality might be the result of the unlimited variety of the online channel becoming the standard for all shops in both channels (Terra, Wortel, Meijers, & Bruins, 2014; ICSC, 2014). It might also originate from the strong rela on between experience shopping and assortment variety (Jayasankaraprasad & Kathyayani, 2014) Consumer’s need for service and convenience Finally, convenience in the online channel and service in the store channel are evaluated as very important characteris cs. The results show that the concept of convenience in stores is divided in service and me savings. This service aspect is extremely important for consumers in the store channel. The evalua on of me savings on the other hand, was much less favoured. The interviews especially indicate that there is a tension within the role of personnel, who have to find an adequate way of approaching customers that is neither too asser ve, nor too reserved. Especially older genera ons adopt more favourable a tudes towards service in the store channel. In the online channel, convenience forms a combined factor, which scores highly favourable in the online channel. In a sense, it might be concluded that during online shopping, me savings and use convenience aspects serve both the hedonic and u litarian needs. Whereas in the online channel convenience is mainly found to be related to consumers who favour the u litarian types of shopping ac vi es more, in the store channel there is no such rela on between service and u litarian shopping ac vi es. Moreover, service is related to more types of hedonic shopping ac vi es than u litarian shopping ac vi es. Hence, service can most likely contribute to the happiness of consumers. Shop owners could therefore benefit from pu ng emphasis on service provision to their customers. These results might support as well that consumers are willing to find a certain trade-off between me savings and service. This is supported by the interviews, which indicate that convenience is for some people the ability to shop from behind their desk and for other people it means having the ability to visit a shop where service is provided and one can easily return bought products. Time savings could thus best receive emphasis in the online channel. In the store channel emphasis should be on service.

RECOMMENDATIONS The last objec ve men oned in the introduc on focused on the link to real estate investors and developers. In giving answer to this ques on, a closer look is taken at two strategies of retail real estate investors; the strategies of Corio and ICSC. These strategies are described below and are compared to the results of this research. On the basis of the comparison of these results to the retail investment strategies, several recommenda ons are made towards retail real estate investors and developers. Summary of strategies Corio aims to focus on inves ng in the shopping centres that they label as ‘Favourite mee ng places’. The FMP formula is characterized by six elements; it is located in a core area, it is connected to the needs of local consumers and businesses, it creates partnerships and high quality shopping environments, it communicates using social media, it aims at crea ng loyal customers by customizing what it offers, and it is a community place (Corio, n.d.). Most importantly, ICSC (2014) concludes that online shopping is complementary to store shopping. Moreover, ICSC (2014) recognizes three instances in which the consumer favours the store shopping channel over the online channel; when an immediate need is to be fulfilled (u litarian need), for a ‘one-stop’ shopping trip and when a consumer wishes to touch and feel products (ICSC, 2014). Finally, they consider as well that there is a need “for designing space with the goal of providing the user with an ‘experience’” (ICSC, 2014, p. 11). They too claim that the enhancement of the tenant mix of shopping centres is important to a ract consumers (ICSC, 2014).

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Comparison between research results and strategies Both ICSC and Corio have a focus on extending the available store assortment. This is in line with the results of this research that emphasize the importance of assortment. Crea ng an experien al environment is an aspect of these strategies that is in line with the results of this research as well. An aspect that is somewhat in contrast with the arguments in this research, is the emphasis put on convenience shopping by ICSC (2014). The results of this research indicate that store shopping is certainly not limited to convenience shopping. Experience shopping is even the most favoured shopping ac vity. ICSC (2014) focuses, however, more on u litarian shopping mo ves. Corio (n.d.) focuses very much on community building in its strategy. Socializing forms a part of this community building. The results showed that social shopping is a li le favoured type of shopping ac vity. Corio, however, men ons socializing within an environment that offers more facili es than mere stores and differs from ‘regular’ shopping centres. Therefore, the behaviour in these shopping centres might differ as well. Consumers might visit these shopping centres without even having the inten on of shopping. Hence, it might be that the results on social shopping conflict to a certain extend with the strategy of Corio, but this cannot be determined with certainty. Improving variety The first recommenda on that can be made, is that assortment could be ameliorated by offering stores of different sizes and different rental prices in one centre. Several ins tutes have underpinned these arguments. CBW-Mitex (2010, p. 20) already advocated an approach in which real estate investors are more ac vely involved in defining the assortment in their shopping centres. This approach aims at targe ng diverse branches within one shopping centre. Providing the necessary diverse and flexible rental prices, based on turn-over rates of the tenant, is impera ve in this approach. Moreover ICSC (2014, p. 9,12) argues that in the future the number of store formats will increase greatly. Overall, the great demand for store variety, supported by the results of this research, underlines that shopping centres are s ll a relevant concept for providing shopping facili es to consumers due to the diversity of shops they provide. This is reflected as well in the ICSC (2014) strategy, in which they argue that (smaller) shopping centres with greater diversity have greater appeal to consumers. Consumers wish to have a large assortment in both channels (Quix et al., 2011, p. 13). This creates a tension between the ease of providing a large assortment online and the great effort it takes in stores. A way to cope with this tension is to provide the consumer with cross-channel possibili es. This means that a store integrates the channels as much as possible, for instance by using tablets in their stores to showcase the complete assortment (Deloi e, 2011a, p. 6). The consumer should not get lost in the amount of choice given and should have the capability to personalise the assortment. Decisions need to be made about what part of the assortment is showcased physically (e.g. the different types of phones) and what is showcased virtually (e.g. the colour of a product) (Deloi e, 2011a). Providing experienƟal environments for the self-centered shopper Real estate investors can contribute to the personal hedonic shopping experience of consumers. Atmosphere remains an important characteris c for store shoppers. The appearance and design of shops are inherently part of this atmosphere and are subject to decisions made by the owner of the shopping centre. Moreover, service is usually confined to the space of a shop. Real estate investors and developers might think about how service can be extended within the semi-public domain of the shopping centre. CreaƟng mulƟchannel synergies Be er synergies between online and store channels could result in solu ons for the assortment demand of consumers, by crea ng new ways of offering online products in stores. As we speak, such synergies are already being exploited (ICSC, 2014). Not only is there a possibility for offering online items in stores, new “offline” stores are opened by online shops as well. These stores func on as pick-up points or as promo on for the ac vi es of the online shop (ICSC, 2014; Terra et al., 2014). Moreover, this research provides new support for the influence of social media on online shopping. More social media usage leads to both a more favourable a tude towards social shopping in stores and a more favourable 13


ENGLISH SUMMARY

a tude towards the online channel as a whole. This could indicate that social media can work as a billboard for retail, as is argued as well by the ING economic bureau (2013).

FINAL COMMENTS The differences between the channels, however, are not black and white. Some consumers visit the online channel to fulfil their hedonic and even social needs. On the other hand, many consumers from all ages s ll visit the store channel for simple convenience and for finding informa on. It is even argued by ICSC (2014) that convenience shopping will become the dominant form of shopping in stores. Therefore, in the store channel service s ll plays out a large role, serving both hedonic and u litarian needs. In the online channel uniqueness and the qualita ve aspects of the assortment - i.e. lay-out and organisa on - are of importance and are most likely serving the enjoyment of consumers. There remains a lot of debate on what exactly will be the future of stores. The research findings claim that its future will lie in the individual experien al shopping trip. Others claim that shopping in stores will be more centred on community building (Corio, 2010) or on convenience shopping (ICSC, 2014). One thing is certain, from this research and from other research (e.g. ICSC, 2014) it becomes apparent that there is s ll a merit future laid out before us with significant value for physical shopping centres and stores.

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NEDERLANDSE SAMENVATTING INTRODUCTIE De winkelomgeving hee in de afgelopen decennia te maken gehad met twee belangrijke trends. Allereerst zijn winkeleigenaren en consumenten in toenemende mate gebruik gaan maken van het online winkelkanaal en, hoewel het marktaandeel van online winkels nog beperkt is, zijn er al enkele sectoren waarin de online verkopen de sector domineren (Deloi e, 2011b). Bovendien zal de groep consumenten die nog uitsluitend het “gewone” winkelkanaal gebruiken in de minderheid zijn in 2015. Ten tweede is de vloerproduc viteit (de omzet van winkels per m² winkeloppervlak) aan het afnemen en verwacht wordt dat deze afname door zal ze en aankomende jaren. Van deze twee trends wordt aangenomen dat ze aan elkaar gerelateerd zijn (CBW-Mitex, 2010; Corio, 2010; Deloi e, 2011a) en de verwach ng is dat ze invloed zullen hebben op het consumentengedrag. Investeerders en ontwikkelaars van winkelvastgoed dienen een antwoord te geven op deze veranderende consumentenbehoe en. Het doel is, door te onderzoeken wat mensen doen en welke elementen zij belangrijk vinden jdens het winkelen, meer inzicht te ontwikkelen in hoe en in welke mate investeerders en ontwikkelaars van winkelvastgoed hun strategieën kunnen aanpassen aan de nieuwe consumentenbehoe en. De mo even van consumenten zijn voor dit onderzoek verdeeld in twee types: winkelac viteiten (wat consumenten doen) en winkelelementen (wat ze verwachten). Deze consumentenmo even zijn onderzocht in twee winkelkanalen: het online winkelkanaal, met daarbij inbegrepen alle types online winkels, en het “gewone” winkelkanaal, met daarbij inbegrepen alle offline/ fysieke types winkels, of het nu lokale winkels, winkelcentra of stadscentra betre . De centrale vragen in dit onderzoek zijn: Hoe kan een winkelacƟviteit leiden tot de beslissing voor een winkelkanaal? Welke winkelelementen zijn belangrijk in ieder winkelkanaal? Verschillende stappen zijn genomen om deze vragen te kunnen beantwoorden. Allereerst zijn de winkelac viteiten en de winkelelementen die een rol spelen in consumentengedrag bepaald; ten tweede is de rela e tussen deze concepten en de rela e met de houding ten opzichte van een winkelkanaal en gedrag in een winkelkanaal onderzocht. Tot slot gee dit onderzoek verschillende aanbevelingen over of en hoe investeerders en ontwikkelaars hun strategieën kunnen aanpassen aan de nieuwe consument.

THEORETISCH KADER In dit onderzoek wordt de ‘theory of reasoned ac on’(TRA; NL: Theorie van beredeneerde handeling), ontwikkeld door Fishbein en Ajzen (1975), gebruikt als theore sch model. Volgens de TRA wordt gedrag beïnvloed door opva ngen. De theorie maakt onderscheidt tussen twee soorten opva ngen, gedragsopva ngen en norma eve opva ngen. De gedragsopva ngen en de evalua e daarvan, beïnvloeden de houding van een persoon ten opzichte van het uitvoeren van dat gedrag. De norma eve opva ngen en de evalua e daarvan beïnvloeden de subjec eve normen. Subjec eve normen en houding beïnvloeden samen de inten e ten opzichte van een bepaald gedrag. Deze inten e voorspelt vervolgens het daadwerkelijke gedrag. Opva ngen zijn een associa e tussen een object en een a ribuut. Zowel het object, als het a ribuut kan “ieder onderscheidbaar deel van een individuele leefomgeving” (Fishbein & Ajzen, 1975, p. 12) zijn. In dit onderzoek is het object één van de winkelkanalen en het a ribuut is ofwel een winkelelement, ofwel een winkelac viteit. Bijvoorbeeld kan het a ribuut “anonimiteit” (een winkelelement) gekoppeld worden aan het object “online winkelen” (een winkelkanaal). Deze koppeling kan vervolgens resulteren in een guns ge evalua e van online winkelen, als iemand anonimiteit jdens het winkelen prefereert. De evalua e van dergelijke opva ngen kan consumenten mo veren om, via houding en inten e, een winkelkanaal te gebruiken. Met andere woorden: een guns ge houding kan een consument mo veren een winkelkanaal te gebruiken. Winkelen is een middel om een doel te bereiken. Dit doel is de behoe e die een consument wenst te vervullen door te winkelen. Verschillende soorten behoe en kunnen onderscheiden worden in de winkelmo even van consumenten; sociale behoe en, hedonische behoe en en func onele of taakgerichte behoe en. Elke type winkelac viteit vervult één van deze behoe en. 15


NEDERLANDSE SAMENVATTING

Figuur 3 Theory of reasoned ac on (Fishbein & Ajzen, 1975).

In dit onderzoek staan acht winkelac viteiten centraal. Sociaal winkelen en winkelen voor geschenken vervullen beiden sociale behoe en. Sociaal winkelen is een ac viteit, waarin de nadruk ligt op interac e met andere personen en niet op de winkelac viteit zelf. Winkelen voor geschenken is een ac viteit waarin een persoon wenst om een product te kopen voor iemand anders. Winkelen voor ideeën, gra fica e winkelen en ervaringsgericht winkelen, vervullen allen hedonische behoe en. Winkelen voor ideeën is een soort winkelen waarin de consument op zoek is naar ideeën en inspira e. Gra fica e winkelen is gefocust op jezelf belonen door te gaan winkelen en op het verminden van stress door te winkelen. Ervaringsgericht winkelen gaat over het s muleren van de zintuigen door een plezierige ervaring. Koopjes jagen, winkelen voor de laagste prijs, kan zowel hedonische als taakgerichte behoe en vervullen. Winkelen voor informa e, het zoeken van de juiste informa e over een bepaald product, en gericht winkelen, het kopen van specifieke producten, vervullen beiden taakgerichte behoe en.

Figuur 4 Conceptueel model

Consumenten vormen een houding ten opzichte van een winkelac viteit op basis van de evalua e van opva ngen. Deze opva ngen zijn: of ze een bepaalde winkelac viteit wensen uit te voeren in een bepaald winkelkanaal. Winkelelementen zijn, naast winkelac viteiten, eveneens a ributen van opva ngen. Gebaseerd op de literatuur en de interviews zijn in totaal 29 winkelelementen gedefinieerd. Deze winkelelementen zijn geordend in de volgende categorieën: personeel (exper se van het personeel), varia e (zowel in het aanbod, als in het soort 16



winkels), organisa e (hoe producten in een winkel zijn geëtaleerd en de ordening van de winkel), gebruiksgemak, jdsgemak (snel bereikbaar en snel worden geholpen), vermindering van risico’s (hoe veilig de winkel is en hoe transparant zij is over haar ac viteiten en iden teit), atmosfeer (de esthe sche aspecten en de uiterlijke verschijning van de winkel), sociale aspecten (gezelligheid en mogelijkheid om contact te hebben met andere mensen) en prijs (zowel de mogelijkheid tot prijs vergelijking als een goede prijs-kwaliteit verhouding). De andere variabelen die zijn beschouwd in het conceptueel model zijn: houding, subjec eve normen, inten e tot gedrag en gedrag. De voorspelling is dat de houding en subjec eve normen de inten e om een bepaald winkelkanaal te gebruiken beïnvloeden. Een posi eve inten e is verwacht gerelateerd te zijn aan het gebruik van dat kanaal. Verder is de verwach ng dat deze variabelen worden beïnvloed door verscheidene externe variabelen die gerelateerd zijn aan de persoonlijke achtergrond van de consument. De externe variabelen die beschouwd zijn, zijn: lee ijd, geslacht, sociaal gedrag, internet gebruik (waaronder gebruik van social media), woonplaats en de afstand tot het dichtstbijzijnde winkelcentrum.

METHODOLOGIE Na het literatuuronderzoek in de onderwerpen van strategieën van investeerders in winkelvastgoed, consumentengedrag en winkelmo even, zijn interviews afgenomen. In totaal zijn acht interviews afgenomen bij consumenten in de lee ijd van 19 tot 51 jaar. De interviews zijn getranscribeerd, gecodeerd en geanalyseerd en de resultaten zijn vervolgens gebruikt in het ontwerp van de vragenlijst. De vragenlijst was ontworpen in twaalf delen. Het eerste deel behandelde internet gebruik in het algemeen. De volgende delen behandelden respec evelijk het gedrag, de winkelac viteiten, de winkelelementen, de subjec eve normen en de inten e in ieder kanaal en de sociale interac es van respondenten. Het laatste deel van de ques onnaire behandelde de persoonlijke informa e van respondenten. De respondenten zijn gesampled door het uitdelen van visite kaartjes onder consumenten in zes verschillende winkelcentra in Nederland. Op deze visite kaartjes was de URL aangeven van de website met de vragenlijst. In totaal hebben 292 personen de vragenlijst volledig ingevuld. De resultaten van de vragenlijst zijn geanalyseerd met SPSS. Deze analyse toonde de belangrijkste rela es tussen de variabelen. Deze rela es werden geïnterpreteerd door middel van de resultaten van de interviews en door middel van de literatuur.

DISCUSSIE Vier stellingen zijn gemaakt in de beantwoording van de onderzoeksvragen; ‘Hoe kan een winkelac viteit leiden tot de beslissing voor een winkelkanaal?’ en ‘Welke winkelelementen zijn belangrijk in ieder winkelkanaal?’. Winkelen als een combinaƟe van behoeŌen De resultaten van de vragenlijst en de interviews laten zien dat zowel het online winkelkanaal als het ‘gewone’ winkelkanaal kan voorzien in hedonische behoe en. Waar hedonische mo even, zoals sociaal en ervaringsgericht winkelen, nog steeds een guns gere houding geven ten opzichte van het gewone winkelkanaal (Schröder & Zaharia, 2008, p. 462), voorziet het online winkelkanaal beter in de taakgerichte behoe en, zoals informa e en gericht winkelen. Respondenten zijn echter genegen om sommige winkelac viteiten in beide kanalen uit te voeren. Bijvoorbeeld idee winkelen, een hedonisch mo ef, en koopjes jagen, een winkelac viteit die zowel hedonische als taakgerichte behoe en kan vervullen. Winkelen als een op de zelf gerichte vrije Ɵjd acƟviteit De resultaten van dit onderzoek ondersteunen de stelling dat winkelen slechts voor een klein deel op de sociale omgang gericht is. Investeren in rela es is geen dominante vorm van winkelen en winkelen voor geschenken is dat evenmin. De interviews gaven eveneens aan dat winkelen met anderen kan leiden tot conflicten. Deze onguns ge houdingen ten opzichte van sociaal winkelen zouden ook het resultaat kunnen zijn van wat Balasubramanian et al. (2005) ‘false consensus’ noemen. Het is voor mensen niet noodzakelijk om contact te hebben met andere mensen om een consensus in houding en smaak te ervaren. Bij de afwezigheid van conflicterende meningen van anderen, zijn mensen geneigd om te geloven dat ze dezelfde mening hebben als anderen. 17



Aan de andere kant zijn specifiek de jongere genera es geneigd om een guns ge houding te hebben ten opzichte van gra fica e winkelen, winkelen om de stress te verlagen en je hoofd leeg te maken. Bovendien voorzien beide winkelkanalen in het winkelen voor inspira e en hebben opnieuw vooral jongeren een guns ge houding ten opzichte van deze vorm van winkelen. Tot slot wordt ervaringsgericht winkelen bijzonder geprefereerd in het ‘gewone’ winkelkanaal. Al deze winkelac viteiten focussen specifiek op de hedonische waarde voor het individu. Ondersteund door de grote waarde die wordt gehecht aan atmosfeer in ‘gewone’ winkels, toont dit onderzoek opnieuw (Schröder & Zaharia, 2008, p. 462) aan dat winkelen in ‘gewone winkels vooral gericht is op hedonisme. Sociale redenen spelen slechts een kleine rol. De consumentenbehoeŌe voor verscheidenheid Een belangrijke rol is weggelegd in beide kanalen voor het assor ment. Het aspect is van belang in beide kanalen en lijkt bij te dragen aan zowel taakgerichte behoe en, als aan hedonische behoe en. Niet alleen de kwan teit van het assor ment is belangrijk, de manier waarop het assor ment wordt geëtaleerd en de manier waarop iemand zijn weg kan vinden door het assor ment zijn eveneens van belang. Het online winkelkanaal biedt een vrijwel ongelimiteerde varia e aan winkels. Het ‘gewone’ winkelkanaal hee niet de mogelijkheden om dezelfde varia e aan winkels te bieden aangezien zij zijn gebonden aan ruimte en loca e. De hoge waarde die aan assor ment kwaliteit wordt gehangen, kan het resultaat zijn van de standaard die wordt gezet door de ongelimiteerde varia e in het in het online winkelkanaal (Terra, Wortel, Meijers, & Bruins, 2014; ICSC, 2014). Het kan ook een resultaat zijn van de sterke rela e tussen ervaringsgericht winkelen en de varia e van het assor ment (Jayasankaraprasad & Kathyayani, 2014). De consumentenbehoeŌe voor service en gemak Tenslo e, wordt in het online winkelkanaal gemak en in het ‘gewone’ winkelkanaal service als erg belangrijke winkelelementen beschouwd. De resultaten laten zien dat het concept van gemak in het ‘gewone’ winkelkanaal onderverdeeld is in een deel service en een deel jdsbesparing. Het service aspect is zeer belangrijk voor consumenten in het ‘gewone’ winkelkanaal. Tijdsbesparing wordt aan de andere kant veel minder gewaardeerd. De interviews geven aan dat er spanning zit in de rol van het personeel, die een goede balans moeten vinden in de manier waarop zij klanten benaderen, niet te asser ef en niet te terughoudend. Vooral de oudere genera e hee een erg guns ge houding ten opzichte van service in het ‘gewone’ winkelkanaal. In het online winkelkanaal vormt gemak een gecombineerde factor, welke erg gewaardeerd wordt in het online winkelkanaal. Waar in het online winkelkanaal gemak voornamelijk gerelateerd is aan consumenten die de taakgerichte winkelac viteiten prefereren, is in het ‘gewone’ winkelkanaal een dergelijke rela e niet zichtbaar. Sterker nog, service is in het ‘gewone’ winkelkanaal meer gerelateerd aan de hedonische types winkelac viteiten, dan aan de taakgerichte winkelac viteiten. O ewel, service kan naar alle waarschijnlijkheid bijdragen aan het plezier van consumenten. Winkeleigenaren kunnen daarom profiteren van het nadrukkelijk aanbieden van service aan hun klanten. Deze resultaten zouden ook steun kunnen bieden aan de stelling dat consumenten bereidt zijn een afweging te maken tussen jdsbesparing en service. Dit wordt ondersteund door de interviews, die aangeven dat gemak voor sommige mensen de mogelijkheid betre om te winkelen vanachter hun bureau, en voor andere mensen betekent het de mogelijkheid te hebben om een winkel te bezoeken waar service aangeboden wordt en producten gemakkelijk geretourneerd kunnen worden. In het online winkelkanaal kan dus het beste de nadruk liggen op jdsbesparing en in het ‘gewone’ winkelkanaal op service.

AANBEVELINGEN De laatste doelstelling die werd genoemd in de introduc e betre de link naar investeerders en ontwikkelaars van winkelvastgoed. Om deze doelstelling te beantwoorden is eerst gekeken naar twee strategieën van winkelvastgoed investeerders; de strategieën van Corio en ICSC. Deze strategieën zijn eerst beschreven en vervolgens vergeleken met de resultaten van dit onderzoek. Op basis van de vergelijking van de resultaten met de strategieën van investeerders in winkelvastgoed, zijn verschillende aanbevelingen ontwikkeld voor investeerders en ontwikkelaars in winkelvastgoed. 18



Samenvaƫng van strategieën. Corio hee als doel om zich te richten op het investeren in winkelcentra die zij bestempelen als “Favourite mee ng places” (NL: favoriete ontmoe ngsplekken). De FMP formule wordt gekarakteriseerd door zes elementen; het is gelegen in een centrale omgeving, het is verbonden met de behoe en van lokale consumenten en bedrijven, het creëert verbintenissen en winkelomgevingen van hoge kwaliteit, het communiceert door middel van social media, het hee als doel klanten aan zich te binden door personalisa e van het aanbod, en het is een gemeenschapsplek (Corio, n.d.). ICSC (2014) concludeert allereerst dat online shoppen complementair is aan ‘gewoon’ winkelen. Verder beargumenteerd ICSC (2014) dat er drie momenten zijn waarin de consument het ‘gewone’ winkelkanaal prefereert boven het online winkelkanaal; wanneer een directe behoe e vervult dient te worden (taakgerichte behoe e), voor een winkel trip met één enkele bestemming en wanneer de consument wenst om producten te voelen en aan te raken (ICSC, 2014). Tot slot geven ze aan dat er ook een behoe e is voor “het ontwerpen van een ruimte met als doel de gebruiker te voorzien van een ‘beleving’” (ICSC, 2014, p.11). Ook zij beargumenteren dat de vergro ng van de varia e van huurders van winkelcentra belangrijk is om de consument te blijven aantrekken (ICSC, 2014) Vergelijking tussen onderzoeksresultaten en strategieën Zowel ICSC als Corio focussen op het uitbreiden van het beschikbare winkelassor ment. Dit komt overeen met de resultaten van dit onderzoek, die het belang van assor ment benadrukken. Het creëren van een ervaringsgerichte omgeving is een aspect van bovenstaande strategieën dat eveneens in overeenstemming is met de resultaten van dit onderzoek. Een aspect dat echter enigszins contrasteert ten opzichte van de argumenta e van dit onderzoek, is de nadruk die gelegd wordt op gericht winkelen door ICSC (2014). De resultaten van dit onderzoek geven aan dat ‘gewoon’ winkelen zeker niet gelimiteerd is tot gericht winkelen. Ervaringsgericht winkelen is zelfs de meest geprefereerde winkelac viteit. ICSC (2014) focust echter meer op de taakgerichte mo even. Corio (n.d.) focust voornamelijk in hun strategie op gemeenschap ontwikkeling. Sociale omgang is een deel van deze gemeenschap ontwikkeling. De resultaten tonen aan dat sociaal winkelen een weinig geprefereerde soort winkelac viteit is. Corio beschouwt het socialiseren echter binnen een omgeving die meer faciliteiten biedt dan slechts winkels, en daarom verschilt van ‘normale’ winkelcentra. Het gedrag in deze winkelcentra kan daarom eveneens verschillen. Consumenten zouden deze winkelcentra kunnen bezoeken, zonder de inten e te hebben om te winkelen. Het zou dus zo kunnen zijn dat de resultaten betreffende sociaal winkelen conflicteren in een zekere mate met de strategie van Corio, maar dit kan niet met zekerheid worden vastgesteld. Het verbeteren van verscheidenheid De eerste aanbeveling die gedaan kan worden, is dat het assor ment kan worden verbeterd door winkels van verschillende formaten en verschillende huurprijzen binnen één winkelcentrum aan te bieden. CBW-Mitex (2010, p. 20) pleit eveneens voor een aanpak waarin de vastgoed investeerder ac ever betrokken is bij het definiëren van het assor ment in hun winkelcentra. Deze aanpak hee als doel de focus te leggen op diverse branches binnen één winkelcentrum. Het aanbieden van de noodzakelijke diverse en flexibele huurprijzen, gebaseerd op winkelproduc viteit van de huurder, is noodzakelijk in deze aanpak. Bovendien zegt ICSC (2014, p. 9, 12) dat in de toekomst de verscheidenheid in verschijningsvorm van winkels flink zal toenemen. Algemeen gezien, blijkt dat door de grote vraag naar winkelverscheidenheid, beargumenteerd door dit onderzoek, winkelcentra nog steeds een relevant concept zijn voor het aanbieden van winkelfaciliteiten, door de diversiteit aan winkels die ze aanbieden. Dit wordt bovendien weerspiegeld door de strategie van ICSC (2014), in welke beargumenteerd wordt dat (kleinere) winkelcentra met grotere verscheidenheid een grotere aantrekkingskracht hebben op consumenten. Consumenten wensen een groot assor ment in beide kanalen (Quix et al., 2011, p. 13). Dit brengt een spanning met zich mee tussen het gemak van het bieden van een groot assor ment online en de grote moeite die dat kost in ‘gewone’ winkels. Een manier om met deze spanning om te gaan, is de consument van cross-channel mogelijkheden te voorzien. Dit betekent dat een winkel de twee winkelkanalen zoveel mogelijk integreert, bijvoorbeeld door het gebruik van tablets in winkels die het gehele assor ment weergeven (Deloi e, 2011a, p. 6). De consument dient 19 MOTIVES FOR SHOPPING CHANNEL DECISIONS NEDERLANDSE SAMENVATTING

dan echter niet verdwaald te raken in de keuze die gegeven wordt en zij zou de mogelijkheid moeten hebben om het assor ment te personaliseren. Voorzien in ervaringsgerichte omgevingen voor de individuele consument Vastgoedontwikkelaars kunnen bijdragen aan de persoonlijke hedonische winkelervaring van consumenten. Atmosfeer blij een belangrijk winkelelement voor gebruikers van het ‘gewone’ winkelkanaal. Het uiterlijk en ontwerp van winkels zijn onlosmakelijk verbonden met de atmosfeer en zijn eveneens onderwerp van de beslissingen van eigenaars van winkelcentra. Verder is service meestal nog beperkt tot de ruimte van een winkel. Vastgoed investeerders en ontwikkelaars zouden kunnen nadenken over hoe service uitgebreid kan worden in het semipublieke domein van winkelcentra. Creëren van mulƟ-channel synergieën Een betere synergie tussen het online en het ‘gewone’ kanaal zou kunnen resulteren in oplossingen voor de vraag van consumenten naar een groot assor ment, door het ontwikkelen van nieuwe manieren om online producten aan te bieden in ‘gewone’ winkels. Op dit moment worden zulke synergieën al geëxploiteerd. Niet alleen is er de mogelijkheid om online producten in ‘gewone’ winkels aan te bieden, nieuwe ‘gewone’ winkels worden eveneens door online winkels geopend. Deze winkels func oneren als ophaalpunten of als promo e voor de ac viteiten van online winkels (ICSC, 2014; Terra et al., 2014). Verder biedt dit onderzoek nieuw bewijs voor de invloed van social media op online winkelen. Een toename in het gebruik van social media leidt tot een posi evere houding ten opzichte van sociaal winkelen in ‘gewone’ winkels en tot een posi evere houding ten opzichte van het online winkel kanaal in het algemeen. Dit kan erop duiden dat social media kan func oneren als een billboard voor retail, zoals ook wordt beargumenteerd door het ING economisch bureau (2013).

LAATSTE OPMERKINGEN De verschillen tussen de kanalen zijn echter niet zwart-wit. Sommige consumenten bezoeken het online winkelkanaal om hun hedonische en zelfs hun sociale behoe en te vervullen. Aan de andere kant bezoeken veel consumenten van alle lee ijden ‘gewone’ winkels voor simpel gemak of voor het vinden van informa e. ICSC (2014) beweert zelfs dat gericht winkelen de dominante vorm van winkelen in gewone winkels zal worden. In het gewone winkelkanaal zal daarom service een belangrijke rol blijven spelen, voorzienend in zowel hedonische als taakgerichte behoe en. In het online winkelkanaal zijn unieke aspecten en de kwalita eve aspecten van assor ment – lay-out en organisa e – van belang, aspecten die waarschijnlijk voorzien in het plezier van consumenten. Er blij veel discussie over wat nu precies de toekomst is van ‘gewone’ winkels. De bevindingen van dit onderzoek geven aan dat die toekomst zal liggen in de individuele ervaringsgerichte winkelac viteit. Andere claimen dat ‘gewoon’ winkelen meer gefocust zal zijn op gemeenschap ontwikkeling (Corio, 2010) of op gericht winkelen (ICSC, 2014). Eén ding is zeker, dit onderzoek en andere onderzoeken (e.g. ICSC, 2014) maken duidelijk dat er nog steeds een veelbelovende toekomst voor ons ligt met significante waarde voor fysieke winkelcentra en winkels.

20



INDEX FOREWORD ENGLISH SUMMARY NEDERLANDSE SAMENVATTING

7 9 15

1 INTRODUCTION

23

2 THEORETICAL FRAMEWORK

27

2.1 SHOPPING CHANNELS 2.2 CONSUMER BEHAVIOUR AND SHOPPING BEHAVIOUR 2.3 ATTITUDE AND BEHAVIOUR 3.4 SHOPPING ACTIVITIES 2.5 SHOP CHARACTERISTICS 2.6 SHOPPING SECTORS 2.7 PERSONAL CHARACTERISTICS 2.8 CONCLUSION

28 28 29 30 32 33 34 34

3 METHODOLOGY INTERVIEWS

35

4 RESULTS INTERVIEWS

37

4.1 INTRODUCTION 4.2 ATMOSPHERE AND APPEARANCE 4.3 SOCIAL NORMS 4.4 VARIETY 4.5 CONVENIENCE 4.6 PERSONNEL 4.7 SHOPPING ACTIVITIES 4.8 CONCLUSION INTERVIEWS 4.9 IMPLICATIONS FOR SURVEY

5 METHODOLOGY QUESTIONNAIRE 5.1 SAMPLING 5.2 QUESTIONNAIRE DESIGN 5.3 PILOT STUDY

21


38 38 39 39 39 40 40 41 42

43 44 45 45

INDEX

6 RESULTS QUESTIONNAIRE 6.1 INTRODUCTION 6.2 COMPARING ATTITUDES ACROSS CHANNELS 6.3 ONLINE SHOPPING 6.4 STORE SHOPPING 6.5 FEEDBACK FROM BEHAVIOUR 6.6 SOCIAL NORMS, BEHAVIOURAL INTENTION AND BEHAVIOUR 6.7 CONCLUSIONS QUESTIONNAIRE

7 CONCLUSIONS 7.1 SHOPPING ACTIVITIES 7.2 SHOP CHARACTERISTICS 7.3 INFLUENCE OF GENDER 7.4 RELATION BETWEEN ATTITUDE AND BEHAVIOUR 7.5 CONCLUSION

8 DISCUSSION & RECOMMENDATIONS 8.1 DISCUSSION 8.2 RETAIL INVESTMENT STRATEGIES 8.3 RECOMMENDATIONS

47 48 50 55 58 62 66 68

69 70 71 72 72 73

75 76 78 79

9 REFLECTION

81

10 BIBLIOGRAPHY

85

11 APPENDICES

89

APPENDIX 1 ͳ INTERVIEW SCHEDULE APPENDIX 2 ͳ SAMPLE CITIES APPENDIX 3 ͳ WEBSITE APPENDIX 4 ͳ ONLINE QUESTIONNAIRE

22


90 92 93 94

INDEX

1 INTRODUCTION

INTRODUCTION In the last decade two major changes in the retail environment are apparent. First of all, the channels in which retailers operate is extending, especially the amount of turn-over achieved within the online shopping channel has increased tremendously in the last decade (Overbosch, 2012, p. 3). Between 2004 and 2007 the amount of internet shopping grew more than four mes (To, Liao, & Lin, 2007, p. 774). Although the market share of pure online shopping is s ll limited, only 3% percent in grocery shopping, there are some sectors in which the online channel is widely used, such as electronics (see figure 1), or even dominates the sector, the travelling business (Deloi e, 2011b). Store only Mul channel Internet only Digitally influenced

Figure 5 Transac on volumes in the month June, July and August 2011 (Deloi e, 2011b)

Not only retailers are increasingly adop ng the online channel, many consumers have become regular online shoppers as well. Research by ABN AMRO shows that although the consumer group merely using the “offline” store channel s ll forms a slight majority, the number of users adop ng the online channel solely or in combina on with other channels (i.e. mul channel shopping) is expected to form the overall majority in 2015 (Quix et al., 2011, p. 5). In searching product informa on and comparing products, only 1 in 5 people uses merely the offline channel. Secondly, the turn-over rate per used floor area is decreasing. Although there has been a significant rise of retail floor area in the first decade of this century in the Netherlands (about 25%), the turnover rate per square meter floor area decreased 7% in this decade (CBW-Mitex, 2010, pp. 18–19). This situa on of decreasing turn-over rate could eventually lead to increasing vacancy of retail floor area. Due to the abundance of shops in the Netherlands and the downfall in turnover it is expected that the retail floor area in the Netherlands will decrease in the coming decade. Future scenarios predic ng reduc ons of retail space of up to 20 to 35% are expected (CBW-Mitex, 2010, p. 21). It is therefore argued that: “Retail, especially in a context of very limited growth, cannot afford a sub-op miza on of its turnover rate per area. […] Shopping centres will have to be increasingly adjusted to the demands of customers.” (CBW-Mitex, 2010, p. 28) Different sources relate the above two phenomena, a downfall in turnover rate and the increase of online shopping, to each other. Deloi e argues that due to the fact that many products will be searched for and ordered online, an exhaus ve assortment in a brick-and-mortar store is no longer necessary. The need to touch and feel objects won’t cease to exist, but the need for a full range assortment probably will (Deloi e, 2011a, p. 6). Corio (2010) argues that as people won’t have to leave their homes anymore to make their purchases, shopping trips will be limited to special occasions. CBW-Mitex (2010, p. 21)argues as well that a major reason for the downfall in retail floor area is due to online shopping. Not all sources, however, are clear about the exact rela onship between online shopping and the demand for retail floor area, they claim that shopping is ge ng less dependent of physical retail and retailers have to change their strategies to meet the shopping experience that the “new” consumer demands (MAB Development, 2011, pp. 27–28; Rabobank, 2013, p. 14). Real estate investors and developers should develop an answer to these changing consumer demands. Retail 2020 (CBW-Mitex, 2010) proposes that the role of shopping centre investors should change from solely investors to retailers. The division of branches in retail is based on a market in which the supply side is leading. While developing to a demand oriented market, branches will slowly fade and shopping centres will be arranged on the 24


1. INTRODUCTION

basis of shopping mo ves and target groups (CBW-Mitex, 2010, p. 20). In such a market the real estate investor has to arrange the shop assortment likewise and support the customer flow within a shopping centre to a ract and maintain shops within the centre. Corio has developed such an approach in managing their por olio. Their strategy “Favourite Mee ng Places” is focused on crea ng shopping malls that facilitate the consumers social needs (Corio, 2010). Although the developer MAB has ceased his opera ons, they proposed as well an approach to facilitate the consumer needs to cope with the declining demand for retail floor area (MAB Development, 2011, p. 7). This need for a focus on the changing consumer behaviour has been apparent for several years in scien fic literature. Weltevreden (2007, p. 205) argued already in 2007 that the online channel could have an impact on the physical retail, but already then changed the informa on search process of consumers. Since then research has focused on what exactly are the a ributes demanded by consumers within both channels (Childers, Carr, Peck, & Carson, 2001; Schröder & Zaharia, 2008) or on how consumers within both channels can be categorised (McGoldrick & Collins, 2007). In this research the focus will be on how shopping mo ves are related to channel decisions of consumers. Not only shop characteris cs (e.g. as convenience, price and atmosphere) are considered as consumers shopping mo ves, but the shopping ac vity is considered as well; what people do when they visit shopping malls. Literature on what people do when using a shopping channel is s ll limited, but could provide valuable insight in the decision making of consumers. This is in line with earlier research into shopping mo ves. For instance Balasubramanian et al. (2005) have researched the product and process u lity of online and brick-and-mortar channels considering five different shopping goals. McGoldrick et al. (2007) have created a profile of the mul channel shopper within different sectors and different shopping scenarios on the basis of shopping a ributes. Retail investors and developers do not have influence on all a ributes. They could adopt an approach in which the focus lies on shopping mo ves and in which target groups are considered in new developments, but they do not have the same level of interac on with consumers as retailers have. It is assumed, however, that they are able to have an influence on some types of a ributes, such as the appearance of shopping malls and the store variety, and maybe their role should change to a more ac ve role in the future. By researching what a ributes play an important role within the shopping channel decision, a conclusion can be made on how and to what extend retail investors and developers can adopt a more consumer focused approach. It was men oned before that professionals such as Corio expect that the mo ve for people to go shopping will be limited to have an experience and to socialize with friends (Corio, 2010). Furthermore the Retail 2020 inves ga on men ons as well that people in the future will adopt desires to shop for experience. Consumers have everything, meaning that based on what they have there is no direct need to shop. Therefore when people go shopping they shop for the experience (CBW-Mitex, 2010, p. 84). The research argues therefore that shopping centres need to have environments which facilitate these experiences. Dividing shopping mo ves in what consumers do and what they demand from a shopping channel is o en done in scien fic literature. This research uses these sources as a basis to determine the various shopping mo ves that should be taken into account. Wagner and Rudolph for example make a dis nc on between purpose-specific, ac vity-specific and demand-specific mo ves (T. Wagner & Rudolph, 2010). In this dis nc on, purpose specific is the type of need which is to be fulfilled, ac vity specific mo ves describe what people do and demand specific describes what characteris cs consumers demand from a shopping channel. Jayasankaraprasad & Kathyayani (2014) define the same sort of dis nc on. Here what people do is described as a shopping type and what people demand is described as shopping mo ves. A dis nc on between shopping scenario, which concurs with shopping ac vity, and channel a ributes is made by McGoldrick and Collins (2007). In this research the theory of reasoned ac on (TRA), developed by Fishbein and Ajzen (1975), is used as theore cal model. According to TRA, behaviour is influenced by beliefs. The theory discerns two types of believe: behavioural beliefs and norma ve beliefs. The behavioural beliefs and their evalua on influence the a tude of the person to perform the behaviour. The norma ve beliefs and their evalua on influence the social norms. Social norms 25


1. INTRODUCTION

and a tude together influence the behavioural inten on, which is in its turn a predictor of the actual behaviour. Beliefs are an associa on made between an object and an a ribute. Both the object and the a ribute can be “any discriminable aspect of the individual’s world” (Fishbein & Ajzen, 1975, p. 12). In this research the objects are the shopping channels and the a ributes is either a shopping ac vity or a shop characteris c. The theore cal model has proven to be effec ve in predic ng consumer behaviour (Pookulangara, Hawley, & Xiao, 2011b; Srisuwan & Barnes, 2008). Srisuwan & Barnes (2008) also argue how shopping mo ves are beliefs that influence the a tude of a person towards channel usage. In light of this research a model is proposed which argues that the demands for certain a ributes by a consumer and the shopping ac vity determine the behaviour to adopt either of the two channels.

RESEARCH DESIGN The retail environment is changing in quick pace. Consumers and retailers have increasingly adopted the mul channel approach and both the demand for and the efficiency of retail floor area is decreasing. These phenomena ask from real estate investors and developers a new approach in managing their retail spaces, in which emphasis lies on the wishes of their customers. The amount of research on what consumers actually do when they visit a shopping channel and what they want is, however, s ll limited. Therefore this research aims to discover what people do when they visit shopping centres (the shopping ac vity) and what demands for shopping a ributes these consumers have (the shop characteris cs). The following ques ons will be central for this research? How does a shopping acƟvity lead to a channel decision? What shop characterisƟcs are important within each shopping channel? Several steps have been taken in this research to reach this aim. First of all, a be er image is created on what shopping ac vi es and shop characteris cs can be discerned. Secondly, the rela on between these concepts and the rela on with the a tude and behaviour to a shopping channel is defined. Finally, this research provides several recommenda on on if and how investors and developers can adjust their strategies to the “new” consumer. This research is especially focused on retail investors and developers. A recommenda on for this target group is the intended end-product of this research. As this is, however, a research focused on consumer behaviour retailers and marketers could as well benefit from this research and its results. In the following chapter a theore cal framework is developed for this research, and the conceptual model that is used for the analyses is explained. The third and fourth chapter describe the methodology and results of the interviews and the fi h and sixth chapter describe the methodology and results of the ques onnaires. Conclusions are drawn from these results in the seventh chapter, which are discussed in the eighth chapter. This chapter also describes the recommenda ons to retail investors and developers. The last chapter describes the limita ons of this report and gives some sugges ons for future research.

26


1. INTRODUCTION

2 THEORETICAL F R A M E W O R K

2.1 SHOPPING CHANNELS Central in this research is which types of shopping mo ves are related to the shopping channel decision. When looking at shopping channels, again different typologies exist. At least a dis nc on is made between an online and an offline channel (Frambach, Roest, & Krishnan, 2007; Kollmann, Kuckertz, & Kayser, 2012), some researches take catalogue shopping as a third channel into account (Pookulangara, Hawley, & Xiao, 2011a) and some researches use a broad scope of channels which usually consist of online, catalogue and TV-shopping and local and non-local stores (Lee & Kim, 2009). This research limits itself to comparing online shopping and shopping in brick-and-mortar stores (the store channel), which includes local stores, non-local stores and shopping centres, but excludes TV and catalogue shopping. The shopping process consists of several phases. The shopping process (the first two phases of a consump on cycle) can be divided into five phases (Kotler & Armstrong, 2004, pp. 199–201). The first stage is the need recogni on; the consumer recognizes that there is a specific need that can be fulfilled by shopping. The second stage is the informa on search; informa on search is of course an ac vity on its own, but how the informa on is acquired differs per subject. The informa on can be acquired as a pure task, by socializing with store owners or by experiencing the informa on search as giving pleasure. The third phase is the evalua on of alterna ves, phase in which the informa on is processed to make a decision on which product to buy. In the fourth phase the decision for a product is made and the product is bought. A erwards, in post-purchase phase, the bought product is again evaluated. Shopping channels are becoming more and more intertwined. Consumers are increasingly adop ng a so called mul channel approach in which channel switching behaviour some mes occurs several mes during one shopping cycle (Heitz-Spahn, 2013, p. 576). For instance, a shopper searches for informa on about a mobile phone online, then makes a selec on from several products, and travels to the nearest electronics store to gain some expert advice on which phone would be best. Finally, he decides to buy the phone online.

2.2 CONSUMER BEHAVIOUR AND SHOPPING BEHAVIOUR This research can be posi oned within the research field of consumer behaviour. Consumer behaviour includes both concrete, physical and observable behaviour as well as behaviour which consists of mental processes (Antonides & van Raaij, 1998, p. 4). Consumer behaviour is: “the study of the processes involved when individuals or groups select, purchase, use or dispose of products, services, ideas or experiences to sa sfy needs and desires” (Solomon et al., 2006, p. 6) It is the behaviour of a consumer when consuming a scarce good or service within any of the phases of the consump on cycle (Antonides & van Raaij, 1998, p. 4). This consump on cycle consists of four phases: orienta on, purchase, usage and disposal. This research focuses on shopping behaviour and more specifically on shopping mo ves. In earlier decades shopping behaviour took solely place in the first two stages of the consump on cycle (Antonides & van Raaij, 1998, p. 411). Nowadays all phases make part of shopping; for example electronics stores buy and sell second hand items or trade, and services are consumed within a shopping ac vity, for example by using gaming arcades (Kotzé, North, Stols, & Venter, 2012, p. 418). This research will focus on shopping mo ves. Antonides & van Raaij (1998, p. 164) define mo va on as “an ac va on, an incen ve or reason to start or to maintain behaviour. Mo va on determines the strength and the direc on of behaviour.” There exist many different approaches in consumer mo va on research, this research will focus on shopping mo ves and as a baseline the dis nc on between different levels of shopping mo va on, as discussed by Wagner and Rudolph (2010, p. 418), is used. Wagner and Rudolph (2010) discuss three levels of shopping mo ves: a purpose, an ac vity and a demand. The purpose-specific mo ve is defined as the overall underlying objec ve of a shopping trip, Wagner and Rudolph (2010) discern task-oriented and recrea onal as the two main purposes. The ac vity-specific mo ve is defined as the desired behaviour the consumer wishes to perform when they visit a shop. The demand specific mo ve is explained as the expecta ons a consumer has of the shopping facility (Wagner & Rudolph, 2010). The ac vity specific mo ve is defined in this research as the shopping ac vity, the demand specific mo ve is defined as the shop characteris cs. The purpose specific mo ve is discussed in sec on 2.4 as the different types of needs among which the shopping ac vi es can be categorised. Using this categoriza on, the purpose specific mo ve is embedded in the different types of shopping ac vity. 28


2. THEORETICAL FRAMEWORK

2.3 ATTITUDE AND BEHAVIOUR The theore cal approach chosen for this research is based on the theory of reasoned ac on. The TRA is centred on the concept of a tude. This research has been used by different authors of consumer behaviour literature (Pookulangara et al., 2011a, 2011b; Soopramanien & Robertson, 2007; Srisuwan & Barnes, 2008; To et al., 2007, p. 776). The a tude is someone’s favourable or unfavourable evalua on of certain behaviour. The a tude can be learned and is mainly influenced by beliefs. A belief is the informa on about an object. It connects certain a ributes to an object (Fishbein & Ajzen, 1975, p. 13).

Figure 6 Theory of reasoned ac on (Fishbein & Ajzen, 1975)

The two central variables in this research are the shopping ac vity and the shop characteris cs. Following the approach of (Srisuwan & Barnes, 2008), who use the theory of reasoned ac on to analyse mo ves in the online channel, the shopping mo ves correspond to behavioural beliefs. When considering shopping ac vi es, the a ribute is a type of behaviour which is related to one of the two shopping channels. When considering shop characteris cs, the a ribute is a characteris c or trait which can be related to the shopping channel. In this research it could be for instance that the a ribute “anonymity” is connected to the object “online shopping” which could result in a favourable evalua on of online shopping if someone favours anonymity while shopping. The evalua on of the beliefs can mo vate consumers, via a tude and behavioural inten on, to use a channel. In other words a favourable a tude can mo vate a consumer to use a channel. A person, however, does not always act according to its a tude. It is what Solomon men ons as “mul ple selves” (Solomon et. al., 2006, p. 210). A persons behaves differently in the context of work or in the context of home, and someone will act and communicate differently with his parents, as compared to with his friends. Rela onships with other people can have an important influence on the iden ty of a person. Fishbone & Ajzen (1975) argue as well that behavioural inten on, the pre-determinant for behaviour, is influenced both by a tude and by social norms. Subjec ve norms are the predisposi ons of rela ves of the consumer, about whether or not the consumer should perform a certain behaviour. The social norms are thus influenced by the norma ve beliefs, which are beliefs of certain rela ves of the person that say that he or she should or should not perform a certain behaviour (Fishbein & Ajzen, 1975, p. 16). Campbell also shows that a tude to certain kinds of shopping is related to a person’s iden ty. The actual behaviour can differ from this personal a tude, for instance due to social norms (such as: shopping is feminine (Campbell, 2000, p. 62)). The behavioural inten on can be seen as a special type of belief. In this case the object is the person which is associated with an a ribute, which is the behaviour that is being researched (Fishbein & Ajzen, 1975, p. 13). The conceptual model in Figure 7 displays how the a tude is under influence of many different believes. The conceptual model will be applied to both channels and the rela ons in the model are the main topic of analysis in this research. Furthermore, the rela ons between variables in both channels will be tested as well. For instance, whether a low inten on to use one channel leads to more behaviour in the other channel. 29



Figure 7 Conceptual model

3.4 SHOPPING ACTIVITIES Shopping is a means to an end. This “end” is a need one wishes to fulfil during the shopping trip. This need can either be func onal or non-func onal (Jayasankaraprasad & Kathyayani, 2014, p. 82). There are three types of needs that can be discerned: social, hedonic and u litarian needs. First of all, the shopping trip can concern a social need, for instance to socialize with a friend or to buy gi s for friends. Secondly, the need of shopping can be experien al of nature, there is a need to experience pleasure, joy, to find s mula on of the senses or the need to daydream in a pleasurable environment. Finally the need can consist of a task to be performed. For instance, finding informa on or ideas about certain products, or making a decision about on what to spend your funds. The task can also consist of acquiring a certain product, for the lowest price, as efficient as possible or in any other way. The manner in which these needs are expressed differs per shopping trip and also depends on the individual (Bäckström, 2011). In the following sec ons the shopping ac vi es will be discussed in order of the needs they fulfil. First of all, shopping ac vi es fulfilling social needs will be discussed, followed by hedonic needs and u litarian needs.

SHOPPING WITH SOCIAL NEEDS SOCIAL SHOPPING Socializing is a shopping ac vity in which the focus of the shopping trip lies on fulfilling a social need to have interac on with other individuals. This individual can be a friend, family member, just a fellow shopper or a retailer. Emphasis is on communica on with these persons and on strengthening the rela onship. Socializing is therefore a shopping ac vity which is assumed to be limited to store shopping. For this reason there is good ground to believe that socializing will be a major reason to shop in stores. There is, however, also ground to believe that this is in fact the other way around. Turkle (2010) argues that society is ge ng increasingly connected, this seems to lead to a development where everybody is everywhere at all me. The consequence, however, of this state is that people don’t learn anymore how to be alone, nor do they learn how to communicate with others. Society is kept at a distance. As people tend to keep communica on at a distance, it is likely that anonymity begins to play a more important role within shopping. The rela onship between the customer and the store owner will be less important for shoppers. Furthermore, it can be expected that as social rela ons are more and more focused on a more distant rela onship, social shopping is a less relevant ac vity. 30



Furthermore (Borges et al., 2010, p. 296) showed that a companion does not always increase the posi ve effects of the shopping experience. Bäckström (2011, p. 204) argued that when fulfilling other needs, the overall tendency is that shoppers rather perform the ac vity alone. GIFT SHOPPING When gi shopping the focus lies on a friend, family member or rela ve, to whom one would like to express love or with whom one would like to improve the rela onship (Balasubramanian et al., 2005, p. 20). Due to the symbolic meaning of gi giving, Balasubramanian et al. (2005, p. 20) argue that as tradi onal channels are more likely to show greater personal involvement and effort, and as this gives higher symbolic value to a gi , gi shoppers are more likely to shop in the store channel. There is, however, also evidence that when a shopper has had good experience with, for example, the online channel while shopping for personal objects, this person is more likely to also buy gi s through this channel (Lee & Kim, 2009, p. 423). However, it is expected that gi giving will s ll lead to a preference for the store channel over the online channel.

SHOPPING WITH HEDONIC NEEDS BARGAIN HUNTING Shopping for the lowest price, looking for discounts and taking advantage of sales while shopping is defined as bargain hun ng. It is usually seen as a hedonic shopping ac vity, where people feel enjoyment when they take advantage of sales and discounts (Arnold & Reynolds, 2003; Kotzé et al., 2012). Faber (2000) also points out that bargain hun ng can even become compulsive behaviour as shoppers tend to feel aroused as they believe they took advantage of the store and store-owners (source). Balasubramanian et al. (2005, p. 16) argue that shoppers who focus on economic goals are more likely to adopt the online channel, as this channel offers be er price comparison, when the need is u litarian. However, when the need is hedonic they expect otherwise. GRATIFICATION SHOPPING Gra fica on is the ac vity in which a consumer wishes to reward oneself. The shopping ac vity becomes a special trait to oneself, func oning as a stress relief or as a means to ameliorate a nega ve mood (Arnold & Reynolds, 2003; Kotzé et al., 2012; T. Wagner & Rudolph, 2010). Kotzé et. al. (2012) argue that gra fica on is influenced by either interpersonal factors, such as store personnel, or non-interpersonal factors, in which the shopping ac vity itself or the product bought is the factor which leads to stress relieve. If interpersonal factors are a more important factor then non-interpersonal factors than it can be expected that gra fica on shoppers will prefer the store channel. IDEA SHOPPING Informa on inquiry is, as men oned above, a standard part of the shopping process. The informa on search can, however, also be a conscious ac vity within shopping behaviour. Whether it is called inspira on shopping (T. Wagner & Rudolph, 2010), shopping to browse (Kotzé et al., 2012) or idea shopping (Arnold & Reynolds, 2003), the search for ideas and inspira on can become a shopping ac vity with a hedonic purpose. Reasons for idea shopping are keeping up with fashion and the latest trends and to be aware of new products and innova ons which come available at the market (Arnold & Reynolds, 2003, p. 80). EXPERIENCE SHOPPING Experience shopping is referred to in different ways in literature. Arnold & Reynolds (2003) men on it as adventure shopping, T. Wagner & Rudolph (2010) refer to the term as sensory s mula on and Balasubramanian et al. (2005) refers to it as the experien al impact. Although there are slight differences in the explana on of the concept, it is probably best referred to as the a empt to s mulate one’s senses. This can be done by the environment, by interac on with people or by other factors. The actual goal of experience shopping can be both to search for tranquillity, when feeling over-s mulated, or searching for s mula on when under-s mulated. Balasubramanian (Balasubramanian et al., 2005, p. 23) argues that online shops offer li le sensory s mula on, if this is s ll the case, then experience shopping would favour store shopping more than online shopping. However, Jayasankaraprasad & Kathyayani (2014, p. 105) argue that the experience shopper is especially focussed on variety of brands and stores. In both channels such a variety can be found. It could, however, be argued that the online channel offers easier access to a variety of stores. Moreover online stores offer a far larger variety of brands as compared to brick-and-mortar stores (Wang, Song, & Yang, 2012, p. 228).

31



SHOPPING WITH UTILITARIAN NEEDS INFORMATION SHOPPING Browsing and searching can be a means to experience fun and pleasure, as was men oned above, it can, however, also be the goal of shopping; to have more informa on about what to buy. As price comparisons can be made more easily online and as the online channel offers a virtually unlimited amount of informa on (Childers et al., 2001, p. 515; Wang et al., 2012, p. 229), it is likely that informa on searchers will prefer the online channel. CONVENIENCE SHOPPING While convenience shopping, the consumer is focused on fulfilling the task of buying a product or service with the least amount of effort. The online channel offers me savings as compared to the store channel (Wang et al., 2012, p. 229). The online channel offers furthermore convenience due to the 24-hour availability and accessibility (Childers et al., 2001, p. 515). This might make the convenience shopper more prone to online shopping.

2.5 SHOP CHARACTERISTICS A vast number of shop characteris cs are considered within various literature sources. Such characteris cs can be divided in several thema c groups, such as experience or convenience. This approach is followed in several literature sources. Wagner & Rudolph (2010) divide, for their research of shopping mo va on in the store channel, the characteris cs in five different segments: service convenience, store atmosphere, assortment innova on and assortment uniqueness. Srisuwan & Barnes (2008) divide shop characteris cs in four different segments, Aesthe c appeal, ease of use, perceived usefulness and enjoyment. These characteris cs were researched for the adop on of the online channel for a magazine. McGoldrick & Collins (2007) divide their characteris cs as well in four categories and compare these characteris cs for both channels. These categories are: product value, risk reduc on, ease of shopping and experien al aspects. For this research several characteris cs are taken from the literature. First of all, cost saving can be a demand, found both in online and in offline channels. Online channels can be considered cost-saving due to savings for the retailer in rent, personnel and store installa ons (To et al., 2007). Convenience is usually seen as a major shopping mo ve in mul channel literature. Convenience captures the demand to save me and effort in the shopping process. Furthermore, consumers wish to be able to compare prices to come to a decision on which product to buy. Especially in a mul channel environment, consumers are inclined to compare prices using both channels, also to compare the prices between these channels (Balasubramanian et al., 2005; Heitz-Spahn, 2013). It was discussed earlier on how assortment can be an important characteris c while experience shopping. To et al. (2007) and (Heitz-Spahn, 2013) point out that consumers can have a demand for variety within the assortment of the retail facility. Such a variety could be demanded on the scale of the store, but could also be demanded on the scale of the shopping centre and maybe even city centre. Moreover, consumers can be a racted by offering the newest products or by the presence of certain innova ve stores or brands within the shopping centre (Wagner & Rudolph, 2010). Finally, the physical appearance can be a significant mo va on for shopping behaviour. Some ar cles define this demand as the aesthe c appearance (Arnold & Reynolds, 2003) others define it as store or web atmosphere. Several interpersonal characteris cs play a role during shopping. These interpersonal characteris cs are not merely important while fulfilling social needs. Previous sec on described how interpersonal factors can play a role in gra fica on shopping as well. The research by (Lee & Kim, 2009) shows that consumer are inclined to use the same shopping channel again when having a posi ve experience in a certain shopping channel. Besides the wish to socialize, there can also be a wish to remain anonymous during the purchase. This can either be a personal issue (To et al., 2007) or it can be related to the items bought, some items may be perceived by the consumer as embarrassing (Balasubramanian et al., 2005). The characteris cs found in the literature combined with the characteris cs that were discussed in the interviews, were used to develop a list of 29 characteris cs. These characteris cs were tested in the ques onnaire using single 32



criteria, and were evaluated using a seman c differen al of importance. The characteris c were ini ally grouped in the following nine categories: Personnel: Personnel adequacy Personnel friendliness Personnel exper se Assortment innova on: Uniqueness of assortment Uniqueness of shop Fashionable products Variety: Assortment variety Store variety Product categories Organisa on Organisa on Lay-out Use convenience Accessibility Stock availability Service quality Ease of returns Time convenience Time savings Opening hours Service me Reducing risk Transparency Safety Atmosphere Atmosphere Appearance Music Presenta on Social Conviviality Contact Price Price level Price comparison Price categories

2.6 SHOPPING SECTORS The sectors in which the shopping ac vity is planned to take place can have a large influence on the shopping channel decision. A mul channel survey executed by PWC in 2011 showed that 90% of online shopper bought books, music and films online, whereas 60% bought sports equipment or jewellery online (PWC, 2011). The Deloi e consumer survey showed as well big differences in online shopping between different sectors, ranging from 89% of the travelling sector to 5% of the groceries being bought online or mul channel (Deloi e, 2011b). How the different variables of shopping mo va on are interrelated can also differ between shopping taking place in the food or non-food sector (T. Wagner & Rudolph, 2010). Taking a closer look at literature researching shopping mo ves within specific sectors, such as grocery shopping (Jayasankaraprasad & Kathyayani, 2014; Kois nen & Järvinen, 2009) or fashion shopping, it becomes evident that shop choice within each sector is determined by the characteris cs present and the shopping ac vi es undertaken. In other words: the shopping mo ves of the consumer. Therefore, this research does not incorporate the different shopping sectors in its analysis. Incorpora ng this variable would make the analysis too comprehensive. It is assumed that this will limit this research only to a minor extend, as the same mechanism of shopping mo ves define channel decisions in each sector. 33



2.7 PERSONAL CHARACTERISTICS Among the factors which influence the behaviour of adop ng a shopping channel, some personal characteris cs of the shopper are taken into account as well. There are four main characteris cs which are considered: age, gender, distance to a shopping centre and region. Pooler (2003, pp. 120–136) gives some reasons why mo va on may differ between genera ons, among these reasons are the differences in spending power, the amount of me that they can spent on shopping, their responsibili es and the importance of their appearance to other groups. Teenagers for example will find it important to appear unique and as they have li le to spend, affordability is an important issue. Adults, however, can buy almost anything compared to the teenagers. They s ll emphasize appearance, but this has to accord with a certain status of being grown-up. Differences between genera ons are also men oned by Brosdahl and Carpenter (2011, p. 553). They specifically explain that the youngest genera on, the millennials, tend to experience significantly more enjoyment during shopping. The ar cle by Kau et al. (2003, pp. 149–150) forms a typology of online shoppers in which different types of shoppers are differently distributed among age groups and gender. Besides differences in shopping mo va on, there are also differences in perceived shopping value, as influenced by mall a ributes, between gender and genera onal cohort (Jackson, Stoel, & Brantley, 2011). The a tude someone has to shopping varies between men and women and it varies between different shopping ac vi es. Campbell (2000, p. 60) argues that women are much more prone to enjoy shopping then men. She arguments that men are more likely to adopt an instrumental type of shopping ac vity (u litarian) whereas women are more likely to view shopping as a leisure ac vity (hedonic) (Campbell, 2000, p. 61). Although this a tude differs between men and women, the actual behaviour does not have to differ (Campbell, 2000, p. 60). It is further men oned that certain shopping ac vi es, such as recrea onal browsing, are more likely to be adopted by women than by men. Campbell (2000, p. 63) also notes that women are much more likely to find shopping in the non-food sector more pleasurable than shopping in the food sector. There are, however, also some ar cles that do not recognize a difference in age and/or gender for shopping mo va on, for example the research by Soopramanien & Robertson (2007, p. 79), and ar cles that only see limited difference in shopping mo va on, for example the research in gender differences in sources of shopping enjoyment by Kotzé et al. (2012, pp. 422–423). In this research the variables of age and gender will be taken into account as most literature tends to emphasize the differences among these groups. Furthermore, it is li le effort to include these demographic variables within the research. Shopping behaviour can also differ for the region one lives in. Distribu on structures of shops differ between countries, this can reflect on the one hand the preferences of residents in the area, but it also influences the behaviour of those residents (Antonides & van Raaij, 1998, p. 411). For this reason the loca on of residents is an important factor to consider. Besides the region one lives in, the distance to a city centre can also be an important issue for a shopping channel decision. Convenience has proven to be an important factor for shopping channels decisions (Heitz-Spahn, 2013, p. 576) and a large travel distance will cost a consumer both me and money.

2.8 CONCLUSION In this chapter a theore cal framework was defined, based upon the theory of reasoned ac on by Fishbein and Ajzen (1975). The main emphasis of the research is on explaining the rela on between the a tude towards a shopping channel and the two main types of shopping mo ves: shopping ac vi es and shop characteris cs. Furthermore, the rela on between a tude and behavioural inten on will be analysed and the social norms influencing behavioural inten on will be taken into account. Behavioural inten on is then assumed to be related to behaviour. Several personal characteris cs are taken into account as extraneous variables influencing the shopping mo ves and the social norms. The framework provided in this chapter provides a basis upon which the methodology of the interviews and ques onnaires was determined. The methodology of the interviews is described in the following chapter. 34 MOTIVES FOR SHOPPING CHANNEL DECISIONS 2. THEORETICAL FRAMEWORK

3 METHODOLOGY I N T E R V I E W S

For this research a mixed method strategy was employed. The main part of the research consisted of a survey research in which the causality between the variables was to be defined. To be able to form clear ques ons within these surveys and to complete and/or improve the conceptual model, there were some preliminary interviews. The interviews and surveys were preceded by a literature review, described in the previous sec ons. As demography is an important factor, the selec on of interviewees was spread across gender and across age. Seven interviews in total were held, from whom there were three men and four women, across three genera ons. The selec on of these genera ons is based on the ar cle of Brosdahl & Carpenter (2011), who dis nguish four types of genera ons. The oldest genera ons, the silent genera ons, is le out of this part of the research as they are most likely to be unfamiliar with online shopping (Rotem-Mindali, 2010, p. 314). The three genera ons which were aimed to be taken into account are: the millennials (age 14-32), the 13th genera on (age 33-53) and the baby-boomers (age 54-68). The interviews were all held in March 2014. A convenience sample of eight respondents was used, in which emphasis was put on selec ng respondents in the above men oned age groups. The interviewees were all screened for whether they used internet and visited both online and brick-and-mortar shops. One of the respondents had never bought something online, but had some experience in browsing online. This interviewee was included as to create an image as well of why some consumers do not yet fully adopt the online channel. The other respondents had all ordered items online, ranging from a few items to weekly purchases. The respondents had ages ranging from 19 to 51 years old, which means that the oldest genera on was not part of the interview. This was mainly due to problems in finding respondents of that age who are familiar with online shopping. Interviewees were approached by telephone and the interviews took place at their homes to make sure they resided in comfortable and familiar surroundings. The interviews lasted between 20 and 45 minutes. The test interview showed that ques ons about social interac ons and the social life of respondents were difficult to answer, especially in rela on to shopping. Therefore the decision was made to exclude this part from the other interviews. The test interview was included in the analysis of the results, barring the part that covered the social life and social interac on. The transcripts were coded and analysed using Atlas TI. The codes were then structured and divided in different families; the analysis of the results was performed by closely reviewing these families to find rela ons between and within the various concepts. The interview schedule can be found in appendix 1.

36


3. METHODOLOGY INTERVIEWS

4 RESULTS INTERVIEWS

4.1 INTRODUCTION In total eight interviews were held. During these interviews over 40 different types of shop characteris cs were discussed. These characteris cs have been divided in eight categories: personnel, variety, organisa on, convenience, informa on, risk, atmosphere, price. Shop characteris cs were consistently the main subjects during the interviews and were related to different concepts such as shopping ac vi es, enjoyment, shopping channel and store format. In regard to whether respondents enjoyed shopping online, frequently an answer was given like: yes, but not as much as physical shopping. This is in line with the argument that store shopping fulfils the more hedonic needs and online shopping fulfils the more u litarian needs (Schröder & Zaharia, 2008, p. 462). By comparing the characteris cs which are most discussed within both channels, it becomes evident that the important characteris cs while store shopping most of the me relate to atmosphere; the difficult, but important posi on of personnel is discussed to a large extend as well. The important characteris cs for online shopping are mostly related to either risk involved in the shopping procedure or convenience of the shopping process.

4.2 ATMOSPHERE AND APPEARANCE Characteris cs which are related to a “pleasant atmosphere” vary a lot. Naturally aesthe c related characteris cs, such as lightning, material and the façade contribute to a pleasant atmosphere; the importance of music was even more emphasised by some respondents. Furthermore liveliness of the shop and a variety of shops is posi vely associated with atmosphere, crowding on the other hand is nega vely associated, as well as having no public at all. Also less immediate characteris cs, such as personnel friendliness are associated with atmosphere. Having a variety of store types as well as some leisure ac vi es also contributes to the atmosphere. A benefit of and a need for store shopping is many mes men oned as “gezellig”. ‘Gezellig’ is a Dutch word which relates to a type of atmosphere in which there is a social atmosphere that is cosy and comfortable. It is probably best translated as convivial. This social aspect is not a goal in itself, but it definitely plays a role in the choice of respondents to visit stores. When discussing the subject of atmosphere which is a rather vague concept that captures materializa on, design, ligh ng, liveliness and other variables all together, interviewees tend to assign the value of atmosphere to different concepts. For online shops, the atmosphere, which is mostly centred on design of the website, contributes to the reliability of online shops; i.e. a good atmosphere can contribute to a feeling of shopping in a safe environment. However, while store shopping, atmosphere is usually defined as a quality which influences pleasure and enjoyment of shopping. The appearance of shops, whether online shops or stores, is many mes valued by the respondents as an aspect that contributes to the convenience of a shop. They explained for instance that the manner in which products are displayed - e.g. on tables, on racks or on the wall - can make it easier or more difficult to find the product you are looking for or in case of online shopping when a shop is well designed it becomes easier to find the products you need. However, where the appearance of stores can also contribute to the pleasure of shopping, the appearance of online stores is not so much related to pleasure as it is to the reliability of shops. Many respondents argued that the appearance of a webshop forms a major factor in whether the shop is trustworthy or not. Another way in which people aim to avoid risk is by only shopping in what they men on as “big names”; those shops which are well-known. Or, by shopping in online shops which also have physical stores, so that when something goes wrong they’ll be able to visit a store where they can discuss directly with personnel.

38


4. RESULTS INTERVIEWS

4.3 SOCIAL NORMS The interviews showed that people do experience different social norms with different people. These norms are not so much related to what other people think about the choice of shopping channel, as to what other people think about someone’s spending pa ern or what shops he or she should visit. These norms are the reason that the respondents choose their shopping companions based on if they “have the same taste” or “agree with their spending pa erns” or “prefer the same shops”. Some respondents also men on that they deliberately adjust their plans to the preferences of their shopping companions. None of the respondents men oned that they were concerned about what people with whom they do not go shopping, think about their shopping behaviour. People do some mes experience a difference in believes about a certain shop, a type of shopping ac vity or a certain channel, which can lead to a change of behaviour if they shop with a person who has such conflic ng beliefs. This is, however, mostly because people rather enjoy their me with the other person, than that they shop according to their preferred manner. One respondent, however, also explained that he rather shops alone as to not having to deal with the social norms of others. Respondents also explained to listen to the experiences of others with online shops. This is, however, more related to a kind of marke ng, posi ve word of mouth, than to social norms. Other differences in shopping ac vi es, between when people shop with others or alone, is that some respondents men oned that when they shop alone they tend to shop for a specific object and when shopping with others they perform a more browsing or hedonic shopping ac vity (experience shopping, idea shopping or social shopping).

4.4 VARIETY Store variety is mainly discussed in associa on with shopping with other people. Store variety can have two major benefits. First of all, according to the respondents, the ability to shop for instance in a men’s store when the woman visits a female store. Secondly to be able to do different things together; for instance, to be able to sit down and drink some coffee, or to accommodate the preferences of all people with whom they are shopping together (e.g. stores in different price categories). Store variety also contributes according to the respondents to the atmosphere of a place. Some of the respondents stated that being unique was a value to them. To find products, especially clothes, that suite such needs, store variety is a desired characteris c. Such a need of uniqueness is also expressed in the type of places they favour to visit; one respondent argued how she preferred unique stores, not due to the products, but because of the atmosphere. For both online shops and physical stores, assortment variety was men oned as favourable characteris c of a shop, mainly due to the convenience it offers for consumers as it becomes more likely to only have to visit one shop. For many respondents a reason to shop for a product online was precisely the fact that a product was not for sale in stores but was available online. When rela ng assortment variety to pleasure, respondents thought different on the subject. Two respondents enjoyed stores with a large variety of products, such as MediaMarkt and Bever, because of the ability to spend a large amount of me just browsing all kinds of products. Someone else men oned that when looking for a specific product she preferred a single store with a large assortment, whereas when she wanted to “just have a look around” when shopping, she’d really like 10 different stores as long as those stores vary.

4.5 CONVENIENCE Another important reason for store shopping is to touch and feel products. This is mainly due to the convenience it offers. There is the ability to order products, try them and if not in order, send them back. This procedure, however, costs according to many respondents to much effort. Even the respondent who ordered almost all products, besides groceries, online explained that a reason for him to s ll visit stores was the fact that he wished to touch and feel a product. 39



The organisa on of stores, how items are displayed, how the products are categorized and how the stores layout is designed, can offer benefits according to the respondents to the convenience of the shop. Noteworthy is, however, that the convenience also contributes to the pleasure of shopping. The interviews furthermore showed, consistent with other literature, the necessity of being able to easily return items to the store. For many respondents returning items formed a threshold for shopping online. When convenience of shops was discussed, respondents pointed some mes toward the online channel as being more convenient and some mes towards the store channel. The store channel was explained to be more convenient as one in which you can try products, touch and feel them, in which there is a direct physical transac on, without having to wait on delivery. The online channel on the other hand was explained to be convenient as being one in which you can shop for anything, at any me, behind your desk without having to go out of the house.

4.6 PERSONNEL Well performing store personnel was highly valued by the respondents. What exactly well performing means is however, a more difficult ques on to answer. One respondent preferred personnel who are rather asser ve, easily approach customers and offer a great deal of help. All the other respondents explained that they would prefer that personnel are available to them when they have a ques on. They should not be chitcha ng among each other, but they should at the same me keep a distance when entering the shop and they should be sensi ve to feel whether a customer wishes to be approached or not.

4.7 SHOPPING ACTIVITIES Several different shopping ac vi es where discussed during the interviews. Idea shopping, convenience shopping and social shopping were most discussed. Gi shopping was only very shortly discussed once. Social shopping was discussed in two different ways. First of all, people some mes deliberately go shopping to fill in their me together. The focus is on the person with whom they shop, not on the shopping ac vity. Secondly, social shopping can be something in which you bring someone else with you to help you and to hear his/her opinion. It can s ll be about having a great me together, but the focus is on the products to be bought. The first of these ac vi es could be explained as an ac vity in which idea shopping and social shopping are combined, the second as a combina on of social shopping and convenience shopping. Store variety, having places to sit and relax, and a pleasant atmosphere where the most discussed characteris cs when respondents spoke about social shopping. There was no form of social shopping discussed in rela on to the online channel. Bargain hun ng was some mes discussed, but respondents showed no preference for bargain hun ng in a certain channel. Instead it was found to be more personally related, some like to bargain hunt, others don’t. Based on these differences in opinions respondents did some mes go bargain shopping with friends who love to do so, although they do not like it themselves. A form of shopping that was men oned mul ple mes by almost all respondents was the enjoyment of watching products. It coincides mostly with the shopping ac vity described in the last chapter as idea shopping. Most respondents related this ac vity to store shopping, their main reason was that online shopping does not challenge ones senses. One respondent, however, explicitly men oned that she enjoyed watching clothes online, a sort of hedonic browsing. The role of informa on and informa on shopping was much less discussed within the interviews. Gathering informa on is, as discussed in earlier chapters, a phase within the shopping ac vity. So informa on shopping is a shopping ac vity that takes place in a single phase of the shopping process. The same seems to apply to idea shopping. It is a sort of shopping in which people are searching for what they like and aim to select products on which they would prefer to spend their money. In the interviews these phases where clearly delineated when 40



discussing for instance electronics products. For example, someone decides to buy a new phone, than he/she gathers informa on about that phone and next he/she decides to buy a certain type of phone in a certain shop. However, when clothes shopping was discussed, these phases where not as clearly separable. The one me that impulsive buying behaviour was discussed, in which both the orienta on phase and the informa on phase are skipped, it was discussed in a situa on where the respondent had bought clothes. The other respondents discussed some situa ons in which the phases where clearly separated, you need a dress, you search one that meets your requirements and you buy it. There were, however, also situa ons men oned in which first the product to be bought is found and then respondents start to think about whether it is something which is worth the money, what requirements it should meet and whether it meets those requirements. In all cases, except impulsive buying, the three phases of informa on, purchase and evalua on are clearly separated and followed up in the same order; however, the order of phases within the informa on stage can vary. Earlier on the role of atmosphere as explained by the respondents was discussed. When bringing together all the moments in which the respondents deliberately seek for the fun and the experience, which are the moments of experience shopping, it became evident that in almost all cases experience shopping was something that happened simultaneously with another shopping ac vity. Respondents explained that they searched for experience when shopping with others, for instance in a coffee shop with fine atmosphere, or for experience during idea shopping, for instance in a fashion store with warm lightning, pleasant music and adequate personnel.

4.8 CONCLUSION INTERVIEWS In discussing the characteris cs it was striking how many elements influence the atmosphere. Besides aesthe cal appearance, colours and ligh ng, respondents valued the music which is played in a store very much. More notable is, however, that elements such as personnel, organisa on and even assortment variety can contribute to the atmosphere of a store. An especially noteworthy result, which the interviews showed, is that the defini on of convenience is very different for various people. How a consumer defines convenience, either as not having to travel and shop behind your desk or as being able to touch and feel a product and easily returning the product, can be decisive in the shopping channel decision of consumers. This contradicts en rely with the expected result that convenience shoppers would be prone to the online channel. When discussing personnel, the difficult task of shop personnel became apparent. Based on these findings, consumers demand a very difficult posi on from shop personnel. On the one hand store personnel should be friendly and have all the necessary exper se and on the other hand they have to avoid the feeling with customers that they enforce themselves on the customer: a posi on which is somewhat of a paradox. Noteworthy is also that the interviewee who had never ordered something online was the one who demanded far more involvement of store personnel. This seems to support an expecta on that consumers who shop in store are prone to more social involvement with store personnel, in contrast to the mul channel customer. Respondents also noted that they favour a large assortment in a store, because it is so easy to only have to visit one shop. This makes it also more convenient to shop online when a person searches for a large assortment. However, this benefit is not only important for convenience shoppers, but for idea shoppers as well. Shops with large assortment variety were men oned as favourable shops to browse through. Noteworthy is the fact that store variety was not connected to convenience and idea shopping in the same way. Store variety was a benefit when shopping with others or when searching for unique products. Store variety offers, however, a large assortment of products, just like one shop with a large assortment, but it does not yield the same benefits. Shopping centres could possibly benefit if they improved their area so that it felt as if you wondered through one large store with a very large assortment variety.

41



Shopping mo ves did differ within the different sectors, for instance social shopping was mostly related with fashion shopping and assortment variety with electronics shopping. There was, however, no support for a difference in the manner in which shopping ac vity and shop characteris cs are related with shopping channel decisions in the various shopping sectors. To answer the ques on how shopping mo ves lead to shopping channel decision, it seems not especially necessary to consider shopping sectors in the survey research. It should be noted that the number of interviews was limited and selected with a convenience sample, which makes generalisability of the findings difficult. All results of the interviews have to be seen in rela on with the results of the survey research. This will be discussed in the conclusion.

4.9 .9 IMPLICATIONS FOR SURVEY The interviews had many implica ons on the design of the ques onnaire; most of them are ques ons to be asked in the sec on about store characteris cs. First of all there were two extra ques ons designed about social characteris cs. As men oned above there can be a difference in the reason behind shopping with others, this can either be because they wish to invest in the rela onship with others, but this can also be because they need others opinions during shopping. ‘Other people’ becomes then sort of a characteris c which is demanded during shopping, instead of a conscious ac vity being performed (in the case of a shopping ac vity). Therefore both in a tude influenced by shopping ac vity and a tude influenced by shop characteris cs some ques ons are asked about social aspects of shopping. Furthermore, a ques on about music was included as this topic had some emphasis during the interviews. Uniqueness of stores and assortment was designed into a separate set of ques ons in the sec on about the influence of shop characteris cs on a tude. A ques on about how personnel approach customers was added due to the complexity of personnel-customer rela onships, as explained above. A ques on about shop specific social norms was added as well due to the different levels on which social norms had influence on respondents. When they do not shop with certain people, they usually don’t care about opinions of others. Respondents did, however, tend to approach shops easier when other friends had good experiences with those shops. This aspect was designed into two ques ons for each shopping channel in the sec on about social norms. Besides leading to some adjustments in the ques onnaire, the interviews proved to be a valuable asset as well while interpre ng the results of the ques onnaire, for instance while examining the results of the principal component analysis.

42



5 METHODOLOGY QUESTIONNAIRE

5.1 SAMPLING The aim in sampling the respondents was to create a representa ve sample of Dutch consumers. First the choice was made to approach consumers within three shopping centres in different types of ci es. For instance: one major city within the Randstad metropolitan area, one medium sized city within this area and one shopping centre outside the Randstad area in a medium sized city. The reason for spreading the sample across different ci es was based on the argument that distribu on of shops can differ between but also within countries. Such differences can lead to differences in consumer behaviour (Antonides & van Raaij, 1998, p. 411). The policies regarding the distribu on of “adver sing” materials is strict in most Dutch ci es, especially ci es within the Randstad area. The selec on of ci es in which sampling would take place was therefore first of all based on convenience. Permits to distribute materials cost between €50, - and €150, - in ci es were a permit is needed. On top of other expenses this would cost far too much. From the ci es in which no permit was needed ci es of different sizes were selected in three provinces within the Netherlands. In South-Holland: Leiden, Ro erdam and Naaldwijk; in Gelderland: Nijmegen and Apeldoorn and in North Brabant: ‘s Hertogenbosch. All of these ci es were large ci es and sampling was done in the major shopping centre or on the high street of each city in order to reach consumers from all over the city and surrounding villages. This is also the reason why no small ci es where chosen, except shopping centre ‘de Tuinen’ in Naaldwijk. This shopping centre was ranked fi h in the shopping centre quality monitor of CBRE and lies central in the Westland area which consists of several smaller towns with together over 100.000 residents. It is expected that this shopping centre a racts residents from the whole of the Westland as it is the only shopping centre in the area. Moreover shopping centre “de Tuinen” was the only shopping centre that approved the distribu on of invita on cards. Of the selected ci es, two ci es have a major number of students, two ci es have a reasonable number of students and two ci es have a low number of students. In all ci es sampling was done in an area that had many different shops in many different categories (such as: electronics, clothing, pharmacies, home and living, food and beverages) and in two ci es there was a supermarket near the area of sampling. In Apeldoorn sampling was also done before the entrance of a major shopping centre, in Nijmegen, ‘s Hertogenbosch, Ro erdam and Leiden it was done on the high street. More informa on about the residents and characteris cs of these ci es can be found in the appendix 2. The total amount of sampling me in each city was between six and ten hours. Sampling was done on different days of the week including one shopping night. In one day I was able to spread between 300 and 700 invita on cards. These cards, designed in the form of business cards, were distributed by approaching all people above approximately 15 years and asking them whether they “would fill out a ques onnaire for my gradua on at home”.

Figure 8 Invita on cards for sampling

On the le : front of invita on card. TranslaƟon: “Will you help me graduate? STORES OR WEBSHOP Par cipate in the ques onnaire at: www.winkelsofwebshop. nl and have a chance of winning a voucher worth€ 0,- at Bol.com (Dutch online shop)” On the right: back of invita on card. TranslaƟon: “Supervised by TU Del , made possible by EFAFLEX Safe High-Speed Doors and RIWA Print en design.”

44


5. METHODOLOGY QUESTIONNAIRE

People were approached regardless of appearance, gender or age; when asked for, addi onal informa on was provided about the research. The URL to the website (appendix 3) was provided on the invita on cards, as well as the no on that respondents would be able to win a voucher worth €50,-for the Dutch webshop Bol.com. In total about 3000 cards were distributed. As there was no completely comparable method for sampling with known results, the percentage that would eventually fill out the ques onnaire was unknown. The first 400 invita ons led to a result of 44 fully filled out ques onnaires a er five days. Due to limita ons in me only 3000 cards were distributed. Besides sampling in ci es, several websites were approached and they were asked whether they could publish a news ar cle or no fica on on their website or send an email to their customers in which they would ask to fill out the ques onnaire. All these websites were either major websites in Dutch e-commerce or major Dutch product comparison sites as well as an organisa on assigning quality marks to webshops, as such these organisa on could reach a large and, more important, a diverse range of consumers. None of the approached organisa ons was, however, willing or able to contribute to this research.

5.2 QUESTIONNAIRE DESIGN The ques onnaire was designed using the online ques onnaire tool Collector (Survalyzer AG, 2013). The ques onnaire was build up in twelve sec ons. The first sec ons covered ques ons about overall internet usage. The following six sec ons covered the adop on of the ac vi es during, and the preference for certain characteris cs of shopping; three sec ons for online shopping and three sec ons for store shopping. These sec ons were followed by the future inten on to use the two shopping channels and the social norms of rela ves about the shopping channels. The last two sec ons covered the social interac on which people had with rela ves and the personal informa on such as age, gender, income and residence. A tude can be expressed as the sum of beliefs mul plied by the evalua on of those beliefs. Shopping ac vity and shopping characteris cs are the beliefs, and their evalua on was measured by means of a five-point Likert scales.

Ac = ∑bnc * en A = a consumers a tude towards channel c b = a consumers belief that a ribute n is present in channel c e = the importance evalua on of a consumer about a ribute n Behavioural inten on was measured as well by means of a five-point Likert scale. It was earlier on already men oned that behavioural inten on can be defined as a special type of belief and it can therefore be measured on the same scale. A tude is as such not measured as it is the result of the evalua on of the beliefs.

5.3 PILOT STUDY A pilot study was performed on four subjects in different age categories. The pilots were performed by le ng the respondents fill out the ques onnaire and closely review how they fill out and respond to the ques onnaire. During and a er the ques onnaire respondents were asked to men on any ques ons or remarks they had on the ques onnaire. Several adjustments were made a er these pilots. One respondent, who did not shop online at all, filled out the part of the ques onnaire covering online shopping as if it was about what others thought about online shops. The purpose of the ques onnaire is that respondents fill out their own preferences. Therefore the decision was made that people who do not shop online or use the internet, skip the complete online part about online shopping by means of two filter ques ons. The ques ons about social norms and behavioural inten on where not skipped by 45



these respondents because they are most likely able to answer such ques ons. Another important result coming from the pilot study was that respondents tended to fill out “completely agree” when asked about which characteris cs they would like to have available when shopping. The reason behind this is that they would like to have many different characteris cs, such as pleasant atmosphere, experienced personnel, pleasant music etc. They do not, however, assess these characteris cs as equally important. The scale for characteris cs was therefore changed from agree/disagree to important/not important. The pilot study also showed that the ques onnaire took a fairly large amount of me, 20 to 30 minutes. The ques onnaire was narrowed down by reducing the number of items for each variable to a maximum of three. The ques ons about anonymity were also le out as this subject was not men oned once during the interviews and because the pilot showed that these ques ons were difficult to interpret. Moreover the decision was made to make only a few ques ons compulsory. The process of respondents forge ng one answer and having to search for the answer to fill it out, was very me consuming, due to the already considerable length of the ques onnaire most ques ons were not made compulsory. Some important feedback which was given during the pilot studies was that the different criteria of a single variable of shopping ac vity or shop characteris cs were filled in with the same level of evalua on, this supports that the different ques ons express the same variable. The complete survey can be found in Appendix 4.

46



6 RESULTS QUESTIONNAIRE

6.1 INTRODUCTION In total 390 respondents started the ques onnaire; 292 respondents filled out the complete ques onnaire. Respondents were able to fill out the ques onnaire from May 13th un l June 18th. Women formed the large majority of respondents with 68.2 percent. The ques onnaire took on average 21 minutes to fill out (SD=18 min.). The youngest person who filled out the ques onnaire was 12 years old; the eldest person was 72 years old. The average age of respondents was 40 years old. Respondents were asked for their residence and the distance to the nearest shopping centre. The answers for residence were divided among the 40 different COROP regions. COROP regions are regions which are based on a division of the Dutch provinces into several regions consis ng of mul ple municipali es based on a principle that every region has a core with a regional func on (Ministerie van Binnenlandse Zaken en Koninkrijksrela es, n.d.). The division is used by CBS, among others, for regional research (CBS, 2014). The six main regions in which respondents lived were: Veluwe, Arnhem-Nijmegen, Del en Westland, Groot Rijnmond, Noordoost-NoordBrabant and Agglomera e Leiden en Bollenstreek. These six regions are in accordance with six ci es from which the sample was taken, at least 7.5 percent of the respondents came from each of these regions. The distribu on

Figure 9 Distribu on of respondents among the 40 COROP regions in the Netherlands

of par cipants within the country is shown in the image below. The following sec ons will cover the analyses of the results of the ques onnaire. The first two sec ons will cover the comparison of the a tude towards either one of the channels as influenced by shopping ac vi es and by shop characteris cs. Next the differences in a tude related to certain personal characteris cs of the respondent will be discussed. The final two sec ons will discuss the influence behaviour of individuals has on their a tudes and the rela ons between social norms, behavioural inten on and behaviour.

48


6. RESULTS QUESTIONNAIRE

EXPLANATION OF STATISTICAL METHODS The results of a tude towards a shopping channel were not normally distributed therefore non-parametric tests were employed. This means that when several independent samples are compared the Kruskall-Wallis test is used, for several dependent samples Friedmans test is used. When only two sample groups are compared the MannWhitney test is used in case of independent samples and the Wilcoxon signed ranks test in case of dependent samples. Most of the other variables showed rela ve normal distribu ons, in these cases the ANOVA methods are mainly used. The acceptable significance level was set on p<.05. The non-parametric tests in SPSS do not provide post-hoc tests for analyses of means of several independent or dependent variables (Kruskall-Wallis or Friedmans test). In these cases manual post-hoc tests were created by doing several Mann-Whitney or Wilcoxon tests. The significance levels of these test were corrected to limit the chance of a type-1 error. The method used for correc on is the Bonferonni correc on, which means that the acceptable significance levels are divided by the number of tests done for post-hoc tes ng.

49



6.2 COMPARING ATTITUDES ACROSS CHANNELS SHOPPING ACTIVITIES The a tude towards a shopping channel was tested for eight shopping ac vi es. Each shopping ac vity belief was tested for each channel on three items using 5 point Likert scales. These three items were combined into a single factor with possible scores ranging from 3 to 15. The factors were then tested for their reliability and all scores had an α score of at least .7 and most even above .8 which is a more desired level. The means of the different shopping ac vi es and corresponding Cronbach’s α are displayed in tTable 7.1 and Table 7.2. In many cases the results for online shopping ac vi es are not normally distributed. The mode is in 5 of the 8 cases of shopping ac vi es either 3 or 15, which are the minimum and maximum scores possible. For store shopping the results are more normal distributed, but assump ons of normality are s ll violated. Therefore the non-parametric equivalent of the paired samples t-test was employed, a Wilcoxon signed rank test which is displayed in Table 7.3. The hedonic shopping ac vi es (experience, gra fica on and idea shopping) and the social shopping ac vi es (gi and social shopping) score higher in the store channel. Convenience and informa on shopping showed higher scores for the online channel. A tudes towards shopping online is higher when u litarian needs are drivers for the shopping trip, otherwise the store channel is more favourable. Most of these differences show significant results in the Wilcoxon signed rank test in table 7.3. The difference in a tude for bargain hun ng between the online channel (M=11.7) and the store channel (M=11.0) is only slight with a limited effect size (t=3.46, p=0.001). No significant difference is found between the two channels for the a tude when idea shopping. TABLE 7.1 ONLINE SHOPPING ACTIVITIES

TABLE 7.2 STORE SHOPPING ACTIVITIES

Scores range from 3 to 15

Scores range from 3 to 15 Mean

SD

α

6,2

3,3

0,914

11,7

3,2

GiŌ shopping

6,6

Experience shopping Bargain HunƟng

Mean

SD

α

Experience shopping

11,4

2,9

0,888

0,859

Bargain HunƟng

11,0

2,7

0,829

2,7

0,714

GiŌ shopping

9,2

2,8

0,722

Social shopping

3,9

1,8

0,818

Social shopping

8,7

3,1

0,741

GraƟficaƟon shopping

6,3

3,5

0,867

GraƟficaƟon shopping

7,7

3,7

0,887

InformaƟon shopping

13,2

2,3

0,892

InformaƟon shopping

10,8

3,0

0,882

Idea shopping

10,7

3,1

0,767

Idea shopping

10,5

3,1

0,794

Convenience shopping

11,8

2,7

0,771

Convenience shopping

9,9

2,5

0,702

TABLE 7.3 SHOPPING ACTIVITIES WILCOXON SIGNED RANK TEST Paired Differences Shopping ac vity SE Mean Mean SD Experience Shopping Stores - Online Bargain Hun ng Stores - Online Gi Shopping Stores - Online Social Shopping Stores - Online Gra fica on Shopping Stores - Online Informa on Shopping Stores - Online Idea Shopping Stores - Online Convenience Shopping Stores - Online

-5,307 0,745 -2,689 -4,960 -1,535 2,411 0,087 1,903

4,182 3,584 3,152 3,403 3,172 3,571 3,253 3,943

Z

N

0,255 -12,771 270 0,215 -3,925 278 0,188 -11,097 280 0,205 -13,126 275 0,192 -7,22 273 0,215 -9,609 275 0,195 -0,108 277 0,236 -7,536 279

Sig. R (effect (2-tailed) size) 0,000 0,000 0,000 0,000 0,000 0,000 0,914 0,000

-0,78 -0,24 -0,66 -0,79 -0,44 -0,58 -0,01 -0,45

Furthermore, Friedman’s test shows that there were significant differences between the a tudes to shopping channels within the different characteris cs of one channel; online shopping χ²(7)=1134.6, p<.001 and store shopping χ²(7)=312.5, p<.001. The results show that in online shopping there is a par cularly favourable a tude towards informa on shopping and idea shopping is actually the only hedonic shopping a tude that is favourable. Bargain hun ng is favoured 50



as well in the online channel, but this shopping ac vity might be regarded both as a hedonic and as a u litarian shopping mo ve (Balasubramanian et al., 2005). Hedonic needs are fulfilled when bargain hun ng gives the consumer the feeling that he is be er in obtaining the lowest price. U litarian needs can be fulfilled when bargain hun ng is performed to merely get the lowest price for a product. In the store channel, both hedonic shopping mo ves, experience and idea shopping, and u litarian mo ves, informa on and convenience shopping, score favourable a tudes. The ac vi es in the online channel thus seem to be restricted to online a few ac vi es, whereas the store channel lends itself for many different types of shopping ac vi es.

SHOP CHARACTERISTICS PRINCIPAL COMPONENT ANALYSIS OF SHOP CHARACTERISTICS In the ques onnaire 29 measures of a tude for shop characteris cs were included. These measures were divided among different factors up front; however, this division was only partly based on the literature and partly on the preliminary interviews and was therefore somewhat ambiguous. A principal component analysis has therefore been employed on the measures of a tude towards shopping channels influenced by the different shop characteris cs. The analysis was done twice, once for online shopping and once for physical shopping. KMO’s measure of sampling adequacy was with 0.807 and 0.871 way above the necessary limit of 0.5. Bartle ’s test of sphericity indicated that correla ons between the measures were sufficiently large with scores of χ²(406)=3531.440, p<.001. In both PCA’s 7 components were found which had Eigen values greater than 1. Commonali es a er extrac on had an average of 0.7 therefore all 7 components were maintained for the analysis. All factor loadings were displayed within the analysis and the combina on of elements with factor loadings greater than 0.4 were highlighted. The total explained variance by these 7 factors was 65% for online shopping and 66% for store shopping. A er rota on three factors had comparable factor loadings for both online and store shopping. First of all three measures that were labelled as “price” in the ques onnaire and three measures of “uniqueness” were found in two separate measures. The dis nc on made beforehand seems to be appropriate for these factors. Then in both analyses a factor which would be best labelled as “atmosphere” is found. Next to measures which were expected to be a part of this factor (music, atmosphere, appearance and presenta on), social measures correlated with this factor as well. This is supported by the result from the interview that atmosphere is influenced by many different elements. In online shopping there is a clear factor which represents the a tude to personnel in shops. This variable consists of 4 measures: personnel adequacy, friendliness and exper se, and service quality. For store shopping there was a comparable factor found, in this case, however, this factor also included three measures expected to relate with convenience: accessibility, stock availability and ease of returns. These last three measures were found in one factor in online shopping, together with me savings, openings hours and service me. The main reason behind this difference is most likely the fact that the underlying value which the factor represents is in store shopping service, something to which both the men oned convenience issues as well as personnel issues contribute. The factor in online shopping most likely represent a convenience factor in which personnel is less of an issue as the interac on with shop personnel is limited for online shopping (in contrast to store shopping). In both online and store shopping a factor, which can be labelled as assortment quality, was found consis ng of five measures: assortment and store variety, lay-out, organisa on and product categories. In the case of online shopping, lay-out and organisa on contributed to the above men oned factor of convenience as well. Reason for this difference is most likely that, as was explained within the interviews, that the organisa on of webshops contributes to the use convenience of that shop; however, the organisa on and display of products in a store makes consumers more prone to browse around in such a shop and makes “idea shopping” more pleasurable. The last factor is a factor that most likely represents the risk involved in shopping in the channels as in both analyses safety and transparency make part of this factor. However, in the case of store shopping, lay-out and organisa on score a high factor loading as well on this factor. There is no good explana on for this (phenomenon) available. 51 MOTIVES FOR SHOPPING CHANNEL DECISIONS 6. RESULTS QUESTIONNAIRE

TABLE 7.4 FACTOR LOADINGS OF SHOP CHARACTERISTICS RESULTING FROM THE PRINCIPAL COMPONENT ANALYSIS ONLINE SHOPPING

STORE SHOPPING

Atmosphere

Atmosphere

Atmosphere

,706

Atmosphere

Appearance

,584

Appearance

Music

,745

Music

PresentaƟon

,411

PresentaƟon

“Gezelligheid”

,826

“Gezelligheid”

Contact

,724

Contact

Uniqueness

,640 ,716 ,751 ,573 ,717 ,660

Uniqueness

Uniqueness of assortment

,780

Uniqueness of assortment

Uniqueness of shop

,807

Uniqueness of shop

Fashionable products

,732

Fashionable products

Product categories*

,409

Assortment quality

,856 ,836 ,562

Assortment quality

Assortment variety

,705

Assortment variety

Store variety

,597

Store variety

Product categories

,676

Product categories

OrganisaƟon

,588

OrganisaƟon

Lay-out

,473

Lay-out

Risk

,715 ,554 ,670 ,446 ,393

Risk Transparency

,714

Transparency

Safety

,795

Safety OrganisaƟon* Lay-out*

Price

,670 ,735 ,735 ,704

Price Price level

,671

Price level

Price comparison

,775

Price comparison

Price categories

,782

Price categories

,734 ,843 ,779

Convenience OrganisaƟon*

,475

Lay-out*

,581

Accessibility

,547

Stock availability

,680

Ease of returns

,481

Time savings

,678

Time savings

Opening hours

,655

Opening hours

Service Ɵme

,668

Service Ɵme

Personnel

Time savings

,776 ,732 ,736

Service

Personnel adequacy

,927

Personnel adequacy

Personnel friendliness

,900

Personnel friendliness

Personnel experƟse

,895

Personnel experƟse

Service quality

,470

Accessibility Stock availability Service quality Ease of returns

*Variable not included in factor, although the variable scored a factor loading of more than .4

,844 ,817 ,839 ,433 ,415 ,706 ,433

The choice was made to divide all variables into seven factors. Only variables yielding a correla on of at least 0.4 were considered for inclusion within the factors. In favour of further analyses rela ons between factors were avoided by including each variable within just one factor. In defining the factors emphasis was put as well on deriving similar factors for both online and store shopping. Five factors were derived that were similar for these channels; the other two factors consist of different variables for both channels. The variables and their factor loadings are displayed in Table 7.4. The resul ng variables can be explained as follows. Atmosphere is a holis c set of items which make a shop pleasant to be and to remain. All these items are related to the environment which a store creates. Uniqueness covers the compe ve image that a store communicates by dis nguishing its offer from other compe tors. Assortment quality covers both the quan ta ve variety in different aspects during and the means to make this variety available to customers. Risk covers the safety issues related to shopping and price covers all issues related to price, such as products in several price categories and the ability to compare prices in a shop. Finally each channel has two unique factors. In online shopping personnel was dis nguished as a factor, considering exper se and friendliness and the service that is provide, possibly through personnel to customers. The other factor comprises a range of issues that support convenience, both convenience in use and convenience in me. The same variables cons tute two factors for store shopping, but the distribu on of variables among these two factors is different. One factor comprises all issues that aid in me convenience for store shopping, service me, opening hours etc. The other factor explains a broader sense of use convenience, which is labelled as service. Service comprises both issues regarding personnel friendliness, adequacy and exper se and issues as ease of returns and accessibility. SHOP CHARACTERISTICS COMPARED The a tude towards a shopping channel was measured using two different types of beliefs about that channel: the shop characteris cs and the types of shopping characteris cs. The evalua on of these beliefs was, however, measured on different scales. In the case of shopping ac vi es the ques on asked whether the respondents agreed with the statement that they gladly would use a shopping channel for a certain shopping ac vity. For characteris cs, however, the ques on was asked how important respondents evaluated these characteris cs. The results show that the a tude towards risk and price characteris cs scored higher for the online channel, whereas atmosphere, assortment and uniqueness scored higher within the online channel. Only the assortment quality showed no significant difference TABLE 7.5 SHOP CHARACTERISTICS in a tudes between the channels and N Shop characterisƟcs Mean SD α Mean/N the difference is only minor. Noteworthy items is that risk is a characteris cs that is Atmosphere Online 16,0 4,8 0,81 6 2,66 important in both channels, not only Assortment Quality Online 20,7 3,4 0,76 5 4,14 in the online channel. Furthermore the Uniqueness Online 9,9 3,0 0,82 3 3,31 great importance of service in the store Risk Online 9,0 1,4 0,69 2 4,50 channel can be no ced. Personnel Online

12,4

4,6

0,87

4

3,09

Convenience Online

25,8

3,4

0,78

6

4,29 The means of the constructed variables

Price Online

12,7

2,0

0,72

3

4,24 is displayed in Table 7.5. The means are

Shop characterisƟcs

Mean

SD

α

divided by the number of items included

N Mean/N in the scale to assess their rela ve items

Atmosphere in Stores

22,4

4,0

0,81

6

3,74

Assortment Quality in Stores

21,2

2,8

0,79

5

4,24

Uniqueness in stores

11,1

2,4

0,83

3

3,69

8,4

1,5

0,79

2

4,22

Time savings in stores

11,6

2,2

0,68

3

3,85

Service in stores

32,2

3,2

0,85

7

4,60

Price in stores

11,6

2,2

0,77

3

3,87

Risk in Stores

53


score to each other. The five shopping characteris cs that were constructed as comparable factors for both shopping channels are compared by means of a Wilcoxon signed rank test. Reason to use this method is due to the viola on of the assump on of normality.


The analysis (Table 7.6) shows that most of the differences between the shopping characteris cs in both channels is significantly different. A Friedman’s test of the characteris cs furthermore shows that the difference between the characteris cs in one channel were significant for both online shopping (χ²(6)=1080.7, p<.001) and store shopping (χ²(6)=1293.1, p<.001). TABLE 7.6 SHOP CHARACTERISTICS WILCOXON SIGNED RANK TEST Shop characterisƟcs

Atmosphere Online - in stores Assortment Quality Online - in stores Uniqueness Online - in stores Risk Online - in stores Price Online - in stores

Paired Differences Mean SD SE Mean -6,56 5,18 0,32 -0,53 3,47 0,21 -1,18 2,83 0,17 0,55 1,75 0,10 1,14 2,15 0,13

Z -12,928 -1,75 -6,226 -5,23 -8,529

Sig. R (effect size) N (2-tailed) -0,79 266 0,000 -0,11 265 0,080 -0,37 277 0,000 -0,31 278 0,000 -0,51 279 0,000

The comparison of shopping ac vi es and shop characteris cs between the channels reinforces the claim that hedonic mo ves are most important in the store channel. Hedonic shopping, however, is not limited to this channel.

54



6.3 ONLINE SHOPPING These subsequent paragraphs will discuss how results about a tudes differ within different groups of respondents. These groups are defined on the basis of personal characteris cs, such as age and gender.

SHOPPING ACTIVITIES For the analyses of the shopping ac vity variables non-parametric tests were used to cope with the problem that the assump on of normality was not met in the distribu on. Kruskal-Wallis tests were used to test differences in a tude to the various types of shopping ac vi es for each channel. As dependent variables, a shopping ac vity of one of the two shopping channels was inserted and as grouping variable one of the extraneous variables (age, gender, distance, residence, social life and internet adop on) was used. Only two shopping ac vi es were significantly different for the online shopping channel between men and women; social shopping (χ²(1)=3.981, p<.05) and idea shopping (χ²(1)=12.315, p<.001). The box plots of these shopping ac vi es are displayed in figure 10. The differences in social shopping are only minor. The means only differ a li le (4.25 for men, 3.71 for women) and both have many outlying values. Noteworthy is, however, to say that there are some respondents who see possibili es in having some form of social shopping via the online shopping channel and more importantly this opportunity is seen by more men than women. The differences for idea shopping online are more substan al. The mean for men was 9.57 and for women 11.19 on a scale were 9 corresponds with ‘neutral’, and 12 with ‘partly agree’. This difference confirms the arguments by Campbell (2000), who men ons that recrea onal browsing, the shopping ac vity that concurs with idea shopping, is rather adopted by women than by men.

Figure 10 Social shopping and idea shopping online compared between gender

There is a difference for the age categories found in five cases of online shopping ac vi es. The differences are mainly that hedonic shopping ac vi es are slightly more favoured in the online channel by younger genera ons, whereas informa on shopping is more favoured in the online channel by older genera ons. The results of these analyses are shown in Table 7.7 below. By means of several Mann-Whitney tests, a post hoc test was performed to discover where the differences came from. The significance levels were corrected with the Bonferroni method. Seven Mann-Whitney tests were performed which means the necessary significance level was .5/7=.007. For gi shopping there is a significant difference between the youngest and oldest age groups (U=1274, p<.001 and U=1361.5, p<.001). For gra fica on shopping significant differences were found (p<0,007) for all contrasts except the contrast between the first and second and the second and third age group. For informa on shopping a significant difference was found between the first and third group (p<0,007) and for idea shopping a significant difference was found between the oldest and the youngest group (p<0,007).

55



TABLE 7.7 ONLINE SHOPPING ACTIVITIES - SPECIFIED FOR AGE Age 0-24 y.o.

25-39 y.o.

40-55 y.o.

55+ y.o.

Shopping acƟvity

χ²

df

Asymp. Sig.

Experience Shopping

7,835

3

0,050

7,00

3,46

6,31

3,21

5,55

2,93

5,98

3,51

Bargain HunƟng

2,807

3

0,422

12,06

3,06

12,06

2,76

11,38

3,40

11,35

3,15

18,489

3

0,000

7,33

2,89

7,09

2,62

6,30

2,46

5,50

2,45

2,504

3

0,475

4,12

2,02

3,76

1,65

3,80

1,66

3,86

1,88

GraƟficaƟon Shopping

49,831

3

0,000

8,09

3,58

7,16

3,73

5,53

2,97

4,10

1,87

InformaƟon Shopping

13,104

3

0,004

12,45

2,62

13,10

2,25

13,56

2,27

13,50

1,76

Idea Shopping

9,655

3

0,022

11,43

2,79

11,14

2,80

10,32

3,30

9,79

3,44

Convenience Shopping

7,372

3

0,061

11,60

2,49

12,49

2,36

11,36

3,01

11,60

2,94

GiŌ Shopping Social Shopping

Mean

SD

Mean

SD

Mean

SD

Mean

SD

SHOP CHARACTERISTICS Within the analysis of the shopping characteris cs regarding gender, two significant differences are found within online shopping. Female shoppers have a higher score for characteris cs concerning the atmosphere of an online shop (Z(1)=-1.980, p<.05) and the convenience of a shop (Z=-2.248, p<.05). The a tude towards online shopping compared to the age of respondents (Table 7.8) shows clear differences for four types of shop characteris cs: atmosphere, risk, convenience and price. The analysis used was a Kruskal-Wallis test as the assump on of normality is violated and the samples are independent. A post-hoc test was manually performed using the Mann-Whitney test. The post hoc test (see Table 7.9) shows that the significant differences are mainly found between the youngest group of respondents and the oldest two groups. TABLE 7.8 ONLINE SHOP CHARACTERISTICS SPECIFIED FOR AGE Age Shop characterisƟcs

χ²

Atmosphere Online

df

0-24 y.o.

Asymp. Sig.

Mean

25-39 y.o.

SD

Mean

SD

40-55 y.o. Mean

SD

55+ y.o. Mean

SD

10,032

3

0,018

17,50

5,03

16,00

4,72

15,31 4,68

15,15

4,58

Assortment Quality Online

5,289

3

0,152

20,66

2,91

20,27

3,27

20,99 3,36

20,96

4,05

Uniqueness Online

2,103

3

0,551

10,15

2,72

9,59

2,91

9,99

3,22

9,95

2,96

17,827

3

0,000

8,60

1,54

8,72

1,65

9,30

1,18

9,39

1,11

4,364

3

0,225

13,05

4,18

11,63

4,36

12,11 4,69

12,89

5,28

Convenience Online

12,868

3

0,005

24,49

3,79

25,66

3,51

26,37 3,31

26,48

2,73

Price Online

16,906

3

0,001

12,12

2,08

12,41

2,16

13,07 1,97

13,36

1,58

Risk Online Personnel Online

TABLE 7.9 POST HOC TEST ONLINE SHOP CHARACTERISTICS SPECIFIED FOR AGE Age Shop characterisƟcs

0-24 vs. 25-39

0-24 vs. 40-54

0-24 vs. 55+

25-39 vs. 40-54 Sig.

25-39 vs. 55+ U

Sig.

40-54 vs. 55+

U

Sig.

U

Sig.

U

Sig.

U

Atmosphere Online

-1,818

0,069

-2,768

0,006

-2,585

0,010

-1,211

0,226

-0,996

0,319

-0,161 0,872

U

Sig.

Risk Online

-0,844

0,399

-3,313

0,001

-3,455

0,001

-2,304

0,021

-2,537

0,011

-0,500 0,617

Convenience Online

-1,624

0,104

-3,260

0,001

-3,073

0,002

-1,255

0,209

-1,234

0,217

-0,181 0,856

Price Online

-1,195

0,232

-3,047

0,002

-3,585

0,000

-2,030

0,042

-2,533

0,011

-0,565 0,572

The a tude towards online shopping - as influenced by shop characteris cs - in comparison to the cycling distance shows two significant results. Convenience was significant with χ²(4)=14.086, p<.05 and price was significant with χ²(4)=13,117, p<.05. A series of four Mann-Whitney post hoc tests, in which each category was compared to the following category, shows that the significant results stem from the difference between the group of respondents that lived 7-11 minutes away from the nearest shopping centre and the group that lived 12-21 minutes away from the nearest shopping centre (Convenience: U(1)=615.5, p<.0125 – Price: U(1)=738, p<.0125). The means of these 56



shopping ac vi es are displayed in Table 7.10. One caveat should be made, in both categories a major difference is visible between the group of 11-21 minutes and all the other groups; the difference between the groups nearest to the shopping centre and those farthest away is minor. The significant difference might thus result from an TABLE 7.10 POST HOC TEST SHOP CHARACTERISTICS COMPARED TO TRAVELING DISTANCE Traveling distance to nearest shopping centre Shop characterisƟcs

0 min - <4 min

4 min - <7 min

Mean

Mean

SD

7 min - <11 min

SD

Mean

11 min - <21 min

SD

Mean

More than 21 min

SD

Mean

SD

Convenience Online

25,56

4,04

26,13

3,29

26,12

2,90

23,97

3,34

27,09

1,76

Price Online

12,46

1,87

12,98

2,10

13,00

1,94

11,89

2,12

13,17

1,64

unknown factor or due to the small sample in the 11-21 minutes group (33 respondents). Above results tend to exemplify that online shopping is an experience in which hedonic aspect are gaining more emphasis for both younger genera ons and especially female shoppers. The fact that risk is less of an issue for younger shoppers could be a result of them growing up, so to speak, with online shopping. It might be that younger shoppers are using the online channel more and are therefore less focused on risk. More on the rela on between age and online shopping adop on will be discussed in sec on 7.4.

RELATION BETWEEN ONLINE SHOPPING ACTIVITIES AND SHOP CHARACTERISTICS Finally an analysis was done on the rela on between online shopping ac vi es and online shop characteris cs (Table 7.11). The analysis shows li le surprising facts. Most hedonic shopping ac vi es are related to more hedonic characteris cs and u litarian shop characteris cs scored higher for u litarian shopping ac vi es. Furthermore respondents who favour gi shopping are likely to look for unique stores. The special importance of risk for people who favour bargain hun ng might result from discounts and offers that seem too good to be true, and maybe some mes are, and make therefore bargain hun ng more risky than other shopping ac vi es. No decisive evidence is, however, found on this issue. For this analysis the shopping ac vi es were divided in two categories, respondents who had a favourable a tude towards that shopping ac vi es, 10 or more, and shoppers who had an unfavourable or neutral a tude towards that shopping ac vity, 9 or less. A Mann-Whitney test was employed to test for significant differences between the scores of these two groups. The U values of these tests are displayed in Table 7.11. An important caveat is that this analysis does not test what characteris cs are important during a certain shopping ac vity, but what characteris cs are deemed important by people who have a favourable a tude towards social shopping online, experience shopping online etc. This fact makes this analysis of less value as the rela on between online shopping ac vi es and shop characteris cs is not directly tested.

TABLE 7.11 ONLINE SHOPPING ACTIVITIES AND ONLINE SHOP CHARACTERISTICS COMPARED Online shop characterisƟcs

Online shopping ac vi es Experience

Bargain hunter

Atmosphere

3173

5486

4344

144

4102,5

2099,5

5316

4807

Assortment

4463,5

5270,5

3920,5

473,5

5728

1718

5160,5

3920

Uniqueness

3619,5

5121,5

3689

541,5

4073

2143,5

5031,5

4532,5

Risk

5361,5

4948

4575,5

469,5

5843,5

1571

7488,5

5014,5

Personnel

4750,5

5746

3771,5

229,5

5987,5

2286

7354,5

5287

Convenience

5179,5

4516

4313,5

485,5

5570,5

1393,5

7030

3815

Price

5604,5

4220,5

4475,5

179

6423

825,5

7502

4091

Gi

Social*

Gra fica on

Informa on

Idea

Convenience**

Bold faces are significant results *= favourable group is much (>10x) smaller than unfavourable group **= unfavourable group is much (>10x) smaller than favourable group

57



6.4 STORE SHOPPING Following the structure of the previous sec on, this sec on will discuss the rela on between online shopping and personal characteris cs. Again first the shopping ac vi es will be discussed and subsequently the shop characteris cs are touched upon.

SHOPPING ACTIVITIES The shopping ac vi es were compared to gender. The Kruskal-Wallis test (Table 7.12) shows for four different store shopping ac vi es significant differences between men and women: experience shopping, gra fica on shopping, informa on shopping and idea shopping. The box plots of these shopping ac vi es are displayed in figure 11. Exemplary is again how women score higher on the three hedonic shopping levels and men score higher on informa on shopping. Noteworthy is s ll, however, that in most case that although the confidence intervals differ, the range is largely equal for both gender. Thus, both men and women equally adopt hedonic shopping ac vi es, women, however, do more so and vice versa for informa on shopping.

Figure 11 Experience, gra fica on, informa on and idea shopping compared between gender.

TABLE 7.12 STORE SHOPPING ACTIVITIES SPECIFIED FOR GENDER Gender Shopping acƟvity Experience shopping GraƟficaƟon shopping InformaƟon shopping Idea shopping

58

χ² df 15,314 1 4,678 1 6,156 1 12,203 1

Asymp sig. 0,000 0,031 0,013 0,000

Mean 10,517 7,033 11,380 9,587


Men SD Min. Max. 3,026 3,0 15,0 3,364 3,0 15,0 2,912 3,0 15,0 3,255 3,0 15,0

Mean 11,782 8,057 10,487 10,970

Women SD Min. Max. 2,835 3,0 15,0 3,878 3,0 15,0 2,980 3,0 15,0 2,917 3,0 15,0


When specifying the shopping ac vi es in different age categories, significant differences are found in five cases; experience shopping, gi shopping, social shopping, gra fica on shopping and informa on shopping. The most significant differences are then found between the oldest and youngest group. When looking at the means of the shopping ac vi es in the different age groups, it becomes apparent that the youngest group of respondents scores highest on experience shopping, idea shopping and bargain hun ng. Bear in mind that the maximum score was fi een and the minimum score three, which means that most young consumers have a favourable a tude (the average is above 9) for all types of shopping ac vi es when shopping in stores. Looking at the eldest genera on, this significantly changes. Elderly have a more favourable a tude then young people towards the u litarian shopping ac vi es, although not significant for convenience shopping. TABLE 7.13 STORE SHOPPING ACTIVITIES SPECIFIED FOR AGE Age Shopping acƟvity

χ²

Experience Shopping

df

0-24

Asymp. sig.

25-39

40-54

55+

Mean

SD

Mean

SD

Mean

SD

Mean

SD

14,124

3

0,003

11,93

3,08

11,48

2,84

11,58

2,83

10,42

2,94

2,534

3

0,469

10,93

2,80

10,79

2,53

10,86

2,78

11,38

2,59

GiŌ Shopping

18,143

3

0,000

9,85

2,77

9,87

2,53

8,88

3,08

8,19

2,44

Social Shopping

13,631

3

0,003

9,57

2,89

9,21

3,18

8,40

2,96

7,75

3,26

GraƟficaƟon Shopping

63,214

3

0,000

9,97

3,28

8,90

3,28

6,85

3,62

5,27

3,02

InformaƟon Shopping

17,757

3

0,000

10,12

2,90

10,15

3,11

10,95

3,05

11,95

2,45

Idea Shopping

2,4364

3

0,487

10,71

2,90

10,86

2,72

10,60

3,13

9,88

3,57

Convenience Shopping

10,476

3

0,015

9,92

2,25

9,28

2,36

9,78

2,80

10,52

2,37

Bargain HunƟng

TABLE 7.14 STORE SHOPPING ACTIVITIES SPECIFIED FOR AGE POST HOC TEST Age Shopping acƟvity

0-24 vs. 25-39

0-24 vs. 40-54

U

Sig.

U

Experience S.

2024,5

0,160

GiŌ S.

2429

0,936

Sig.

0-24 vs. 55+

25-39 vs. 40-54

U

Sig.

U

Sig.

2521 0,254

1326

0,001

2783,5

0,764

2367 0,053

1413

0,000

2454,5

0,031

2229,5 0,011 1468,5

25-39 vs. 55+ U

Sig.

40-54 vs. 55+ U

Sig.

1523,5 0,009

1825,5

0,006

1432,5 0,000

2333,5

0,135

Social S.

2284

0,581

0,002

2497,5

0,048

1673 0,011

2475

0,364

GraƟficaƟon S.

1906

0,059

1440 0,000

641

0,000

1994,5

0,000

961,5 0,000

1960,5

0,005

InformaƟon S.

2387,5

0,917

2392 0,066

1318

0,000

2568

0,061

1453,5 0,000

2157,5

0,041

The five characteris cs that were significant in the Kruskal-Wallis test were subject to a post hoc test. These post-hoc tests show that the significant differences are mainly to be found between the youngest and oldest respondents. The significant differences from the post hoc test are shown in bold faces in Table 7.14. To keep hold of the Type I error, the acceptable significance level was corrected using the Bonferonni method. This results in an acceptable significance level of: .05/6=.008.

SHOP CHARACTERISTICS This paragraph covers the analyses of shop characteris cs compared to personal characteris cs. Again nonparametric tests were used to analyse the results. For the post-hoc tests Mann-Whitney tests were employed. The acceptable significance levels were corrected using the Bonferonni method. The analysis comparing gender classes with the a tude shows significant results for the characteris cs of atmosphere, uniqueness, risk and price. Women scored higher on all these aspects. In contrast to the results of shopping ac vi es, women scored thus higher both on hedonic and on u litarian aspects. This could point towards a no on that women tend to assess criteria on shopping more cri cally overall.

59



TABLE 7.15 STORE CHARACTERISTICS SPECIFIED FOR GENDER Gender U

Shop characterisƟcs

Z

Asymp. Sig. (2-tailed)

Men Mean

Women SD

Mean

SD

Atmosphere in stores

5833,5

-4,10

0,000

20,9

4,3

23,1

3,6

Assortment quality in stores

7487,0

-1,77

0,077

20,6

3,3

21,5

2,6

Uniqueness in stores

7676,5

-2,25

0,024

10,6

2,5

11,3

2,4

Risk in stores

7453,0

-2,31

0,021

8,1

1,8

8,6

1,4

Time savings in stores

8444,5

-0,30

0,766

11,7

2,2

11,5

2,3

Service in stores

6966,0

-2,27

0,023

31,5

3,9

32,6

2,6

Price in stores

8755,0

-0,32

0,748

11,7

2,1

11,6

2,2

In comparing the shop characteris cs to the age of the respondents in four instances significant results are found. The a tude influenced by the factors of assortment quality, uniqueness, risk and service are significantly different. These differences are again mainly to be found between the age category of 0-24 years old and the categories of more than 40 years old. Elderly have a higher a tude towards risk, i.e. safety is important, and favour service, uniqueness and assortment quality more than the younger respondents. It is not en rely clear why elderly are in the store channel as well more focused on risk then younger genera ons. As the store channel is actually the one best known to older genera ons, the argument that risk is lowered due to being used to a certain channel, which was argued for the online channel, does not hold for the store channel. It might be that younger genera ons are more reckless or that they are more adapted to a society that is possibly perceived as less safe, these are, however, all specula ons. No further significant results were found in rela on to distance and these shop characteris cs for store shopping. For both store shopping and online shopping the residence of consumers and whether people lived in a city or town proved not to ma er either. This is in accordance with literature that states that consumers cannot be simply categorized based upon their travelling distance (Heitz-Spahn, 2013, p. 576). On the other hand it conflicts in a certain extend with the emphasis that is put on accessibility of stores by others (MAB Development, 2011, p. 27).

TABLE 7.16 SHOP CHARACTERISTICS IN STORES BY AGE Age Shop characterisƟcs Atmosphere in stores Assortment quality in stores Uniqueness in stores Risk in stores Time savings in stores Service in stores Price in stores

0-24 y.o. 25-39 y.o. 40-55 y.o. 55+ y.o. Sig. x² df (2-tailed) Mean SD Mean SD Mean SD Mean SD 2,668 3 0,446 22,52 4,13 22,50 4,08 22,66 3,96 21,92 3,66 14,349 3 0,002 20,73 2,75 20,49 2,94 21,63 2,86 22,02 2,45 14,293 3 0,003 10,28 2,77 10,81 2,11 11,55 2,30 11,58 2,38 8,901 3 0,031 8,01 1,67 8,41 1,43 8,65 1,56 8,66 1,41 3,000 3 0,392 11,24 2,07 11,86 2,19 11,57 2,38 11,54 2,31 17,683 3 0,001 30,95 4,04 31,71 3,44 32,94 2,50 33,15 1,85 6,210 3 0,102 11,41 2,18 11,28 2,10 11,84 2,19 11,94 2,30

TABLE 7.17 POST HOC TEST OF SHOP CHARACTERISTICS IN STORES

Shop characterisƟcs Assortment quality Uniqueness Risk Service

60

0-24 vs. 25-39 0-24 vs. 40-54 U Sig. U Sig. -0,486 0,627 -2,065 0,039 -0,647 0,518 -2,941 0,003 -1,373 0,170 -2,638 0,008 -1,014 0,310 -3,309 0,001

Age 0-24 vs. 55+ 25-39 vs. 40-54 25-39 vs. 55+ U Sig. U Sig. U Sig. -2,920 0,004 -2,382 0,017 -3,259 0,001 -2,812 0,005 -2,408 0,016 -2,403 0,016 -2,395 0,017 -1,370 0,171 -1,152 0,249 -3,250 0,001 -2,605 0,009 -2,500 0,012


40-54 vs. 55+ U Sig. -0,596 0,551 -0,008 0,994 -0,211 0,833 -0,064 0,949


RELATION BETWEEN SHOPPING ACTIVITIES IN STORES AND SHOP CHARACTERISTICS Again an analysis was performed to discover differences in a tude towards store characteris cs between respondents with favourable and unfavourable a tudes toward shopping channels. The U values of the MannWhitney analysis of the groups with favourable and unfavourable a tudes - two independent samples – are displayed in Table 7.18. First of all, atmosphere showed significant differences for most shopping ac vi es, meaning that those who favour to shop in stores evaluate the atmosphere as more important. Only bargain hun ng and convenience are not (significantly) related to the evalua on of atmosphere. Secondly service is not merely related to favourable a tudes towards u litarian shopping ac vi es, but to experience shopping as well. In contrast to the online channel were convenience was only related to favourable a tudes towards u litarian shopping ac vi es. TABLE 7.18 ONLINE SHOPPING ACTIVITIES AND ONLINE SHOP CHARACTERISTICS COMPARED Store shopping ac vi es Shop characterisƟcs

Experience

Bargain hunter

Gi

Social

Gra fica on

Informa on

Idea

Convenience

Atmosphere

1650

6227

7282

5861

5565

6779

4478

8512,5

Assortment

3752,5

5229,5

8779

8547

8084

6147,5

6571,5

6477

Uniqueness

4041

6044

10273

8526

8258,5

8148

5548

8308

3928,5

6301,5

9857,5

8326

8129,5

7106,5

6624

7880

Risk Time savings

5777

6219,5

9860,5

9445

7881

7320,5

7727,5

6900,5

Service

4628

5654

8768,5

8775

8221

6225

7088,5

7336

Price

5192

4089,5

10067,5

8284,5

8689,5

6519,5

7486

7858

Bold faces are significant results

61



6.5 FEEDBACK FROM BEHAVIOUR The actual behaviour was a difficult issue to tackle in designing the ques onnaire. It was assumed that generally when people recall their behaviour in online shopping they are likely to be able to men on the number of transac ons they made online, more difficult, however, is to recall how many mes they browsed online shops. For store shopping this is usually the other way around, consumers are able to recall how many mes they go out for shopping, but it’s more difficult to recall the number of transac ons or products they bought in the stores they visited. The interviews supported this line of thinking. Even when people are able to recall these products for store shopping, a simple ques on asking the number of products bought in stores evokes the ques on from respondents– as the interviews showed – whether to include products bought in the supermarket. For this reason the ques ons about actual behaviour were differen ated for the two shopping channels. In this sec on the behaviour is discussed in four different paragraphs. The first two paragraphs discuss the behaviour in the two shopping channels and how this is related to a tude. The third paragraph discusses the rela ons between internet behaviour and a tude and the final paragraph covers the role social rela ons play in the a tude towards shopping channels. An important caveat should be made up front. Most of the categorical measures used to inquire online behaviour such as internet usage, social media usage and products bought online - are significantly nega vely related to age, meaning that older respondents are less likely to adopt such behaviour than younger respondents. This indicates that elderly make less use of the internet than younger genera ons. More importantly the results many mes show a posi ve rela on between gra fica on shopping and the measures of behaviour, e.g. the rela on between online shopping and gra fica on shopping and social media usage and gra fica on shopping. This rela on might result from the fact that both factors are nega vely related to age. A regression analysis of age compared to gra fica on shopping showed that these two variables are significantly related. The gra fica on shopping online showed an R²=.196 and F(1)67.715, p<.001 and gra fica on in stores showed an R² of .238 with F(1)=88.284, p<0.001.

ONLINE SHOPPING BEHAVIOUR In analysing the behaviour in shopping channels both the rela ons within one shopping channel and the rela ons between both shopping channels were considered. The rela on between online shopping and a tude was analysed using two measures: the number of products bought online in the first four months of the year 2014 and the number of visits in a week to online shops. The results of the comparison between products bought and a tude, shown in Table 7.19, show that respondents who have more experience with buying products online tend to perform more gra fica on, gi , idea and convenience shopping online. Post-hoc test showed that most of the significant differences can be found between the first and the fourth category. Furthermore those people who buy more products online use the store channel less for informa on shopping.

TABLE 7.19 ATTITUDE TOWARDS SHOPPING CHANNELS BY PRODUCTS BOUGHT ONLINE Number of products bought online Shopping acƟvity

χ²

0-2 products 3-4 products Sig. df (2-tailed) Mean SD Mean SD

5-7 products

8-10 products 11+ products

Mean

Mean

SD

SD

Mean

SD

GiŌ Shopping Online

12,15

4

0,016

5,68

2,49

7,01 2,84

7,14

2,64

6,60

2,68

6,41

2,24

GraƟficaƟon Shopping Online

13,26

4

0,010

5,44

2,99

5,99 3,30

5,95

3,43

7,53

3,44

7,73

4,29

Idea Shopping Online

18,62

4

0,001

10,00

3,39

10,51 2,94

10,17

3,36

12,00

2,07

12,11

2,56

Convenience Shopping Online

23,25

4

0,000

10,76

3,05

11,87 2,41

11,92

2,66

13,13

1,58

12,78

1,72

InformaƟon Shopping in Stores

11,92

4

0,018

11,42

2,80

11,00 2,51

10,58

3,14

9,44

3,33

10,60

2,77

62



Similar results can be found when analysing the results of online shop visits rela ng to the a tude. These results are displayed in Table 7.20. Again the more visits to online shops show significantly higher a tudes towards online shopping and lower a tudes towards idea shopping in stores. Moreover the aspect of uniqueness is regarded more important by respondents who shop more online. Overall, these scores emphasise the rela on between a tude and behaviour in the online channel. There are no significant rela ons between most store shopping ac vi es, except those two shopping ac vi es related to browsing in stores; idea shopping and informa on shopping. Respondents who shopped more online tend to have less favourable a tudes towards these shopping ac vi es. TABLE 7.20 ATTITUDE TOWARDS SHOPPING CHANNELS BY THE NUMBER OF VISITS TO ONLINE SHOPS Number of visits to online shops

Experience Shopping Online Bargain HunƟng Online GiŌ Shopping Online

0-1 visits

2-4 visits

more than 4 visits

df

Asymp. Sig.

7,740

2

0,021

5,63

3,13

6,28

3,15

7,09

3,67

15,931

2

0,000

11,04

3,06

11,92

3,17

12,62

2,87

Shopping acƟviƟes

χ²

Mean

SD

Mean

SD

Mean

SD

5,076

2

0,079

6,09

2,51

6,78

2,66

7,07

2,93


15,090

2

0,001

5,48

2,88

6,16

3,44

7,98

3,99


22,177

2

0,000

9,95

3,20

10,65

3,08

12,21

2,61


6,554

2

0,038

11,25

2,91

11,97

2,61

12,29

2,55

Idea Shopping in Stores

9,804

2

0,007

10,36

3,08

11,03

3,14

9,89

2,90

7,312

2

0,026

9,53

2,99

9,90

2,91

10,77

2,92

Shop characterisƟcs Uniqueness Online

STORE SHOPPING BEHAVIOUR For the analysis of the influence of store shopping behaviour on a tude, only one measure was used: the number of store visits, excluding visits to supermarkets, per month by respondents. These results are shown in Table 7.21. It is not surprising that there is a posi ve rela on between the number of visits per month and several shopping ac vi es in stores. Just as in the online channel the TRA proves consistent in that there is a feedback rela on between behaviour in a channel and a posi ve a tude towards that channel. One caveat that needs to be placed, however, is that the distribu on of respondents among these three categories is unequal; respec vely approximately 50, 150 and 80 respondents are included in these categories. The rela on between idea shopping online and the number of store visits seems out of place. The unequal distribu on could be an explana on for the great difference of idea shopping online between the group that visits the stores one me or less and the group that visits stores between two and four mes a month.

TABLE 7.21 ATTITUDE TOWARDS SHOPPING CHANNELS BY STORE VISITS PER MONTH Number of store visits per month Shopping acƟviƟes Idea Shopping Online Bargain HunƟng In Stores InformaƟon Shopping in Stores Idea Shopping in Stores Convenience Shopping in Stores

χ²

df

Asymp. Sig.

0-1 visits Mean

SD

2-4 visits Mean

SD

more than 4 visits Mean

SD

7,041

2

0,030

9,57

3,68

11,14

2,83

10,47

3,21

11,759

2

0,003

9,89

2,77

11,01

2,66

11,52

2,51

6,498

2

0,039

10,09

3,27

10,60

2,98

11,50

2,70

11,522

2

0,003

9,24

3,59

10,53

2,91

11,24

2,94

7,258

2

0,027

9,45

2,66

9,66

2,52

10,46

2,29

7,837

2

0,020

20,34

3,50

21,12

2,67

21,90

2,52

Shop characterisƟcs Assortment Quality in Stores

63



INTERNET BEHAVIOUR The amount of me spent on browsing the internet shows to be significantly related to five types of online shopping ac vi es; experience shopping, gi shopping, social shopping, gra fica on shopping and idea shopping (Table 7.22). In all these cases higher internet use shows a more favourable inten on towards shopping in online stores. Remarkable is also that the a tude towards gra fica on shopping in normal stores is more favourable for those who use more internet as well. This might be due to a higher exposure to commercials which amplify believes that shopping can contribute to stress relief. Finally respondents who were more frequent internet users tend to be less price and risk sensi ve. TABLE 7.22 ATTITUDE TOWARDS SHOPPING CHANNELS BY INTERNET USAGE Internet usage of consumers Shopping acƟviƟes

U

Z

Asymp. Sig.

Low Internet Use Mean

SD

High Internet Use Mean

SD

Experience Shopping Online

7423

-2,25

0,024

5,87

0,24

6,76

0,33


7148

-2,95

0,003

6,23

0,20

7,20

0,26

7512,5

-2,54

0,011

3,70

0,12

4,22

0,21

6734

-3,43

0,001

5,73

0,24

7,23

0,37

7562,5

-1,99

0,046

10,36

0,25

11,31

0,26

7158

-2,75

0,006

7,32

0,28

8,56

0,36

Risk in Stores

7842

-2,27

0,023

8,56

0,11

8,22

0,15

Price in stores

7940

-2,07

0,039

11,83

0,15

11,22

0,23

Social Shopping Online GraƟficaƟon Shopping Online Idea Shopping Online GraƟficaƟon Shopping in Stores Shop characterisƟcs

SOCIAL RELATIONS Respondents were asked in the ques onnaire to answer whether they thought they had many friends or family and whether they regularly met these rela ves and undertook some ac vi es with them. These ques ons were constructed into one factor represen ng the perceived quality of a respondents’ social life. The hedonic shopping ac vi es in stores have in many cases a significant rela on with the perceived quality of social life. Those with a higher esteem of their social life have a more favourable a tude towards hedonic store shopping and towards idea shopping in online shops as well. These groups focus more on the quality of atmosphere and service as well. This might be a result of that people who have more me for leisure, or make more me for it, use both shopping and socializing as leisure ac vi es and therefore favour hedonic shopping more. Those people might as well have more me for shopping in stores and are therefore seeking for be er service while shopping in those stores. One would than expect a nega ve rela on with me savings as well, no such evidence was however found. The factor resembling the perceived quality of social life, had a range of 3 to 15 and a mean score of 11.2 (SD=2.61). The factor was tested for its reliability (Cronbach’s α=.834). This factor was divided into three categories: low, medium and high esteem of a person’s social life. These categories were used to analyse the a tude towards shopping channels. The results are shown in Table 7.23. The post hoc test significance levels were corrected with the Bonferonni method, as three analyses were executed the acceptable significance level is 0.0167. The significant differences are mainly found between the low-esteem and high esteem groups and between the low and medium esteem groups. Besides asking about their perceived social lives, one measure was included as well that covers the social media usage of respondents. The results of the analyses of this factor and its rela on to a tude towards shopping channels are presented in Table 7.24. The analyses showed that those respondents who are more ac ve on social media favour social shopping in stores more than those who use social media to a lesser extent. These respondents are also more focused on the atmosphere of online stores but less on price, risk and convenience of such stores. Noteworthy is as well that those who spend more me on social media have a more favourable a tude 64



TABLE 7.23 ATTITUDE TOWARDS A SHOPPING CHANNEL BY PERCEIVED QUALITY OF SOCIAL LIFE Perceived quality of social life Low esteem of social life

Medium esteem of social life

High esteem of social life

Mean

Mean

Mean

Shopping acƟvity

χ²


9,895

2

0,007

9,73

3,64

11,36

2,71

10,73

3,05

17,094

2

0,000

10,18

3,31

11,90

2,44

11,94

3,01

Experience Shopping in Stores GiŌ Shopping in Stores

df

Asymp. Sig.

SD

SD

SD

9,610

2

0,008

8,36

3,08

9,37

2,36

9,81

2,97

14,349

2

0,001

7,60

3,10

9,05

2,76

9,35

3,40

8,151

2

0,017

6,83

3,49

8,06

3,54

8,37

4,04

10,775

2

0,005

9,63

3,32

10,64

3,10

11,29

2,69

Atmosphere in Stores

9,527

2

0,009

21,23

3,98

22,81

4,03

23,07

3,58

Service in stores

8,440

2

0,015

31,54

3,71

32,32

2,73

32,77

3,06

Social Shopping in Stores GraƟficaƟon Shopping in Stores Idea Shopping in Stores Shop characterisƟcs

towards online shopping as a stress relief then those who spend less me on social media. These respondents use informa on shopping, however, less than those who spend less me on social media. Finally a ques on was incorporated in the ques onnaire which asked what the most favourable means for contac ng rela ves was to them. Respondents had to order four means of ge ng in contact with others in the order of their highest to lowest preference. These four means are: What’s App, SMS, E-mail and phone. Three of these methods, SMS, What’s App and E-mail, are more indirect approaches, they are by means of wri en texts and the respondent doesn’t have to answer immediately, and the last approach, calling someone, is more direct as it uses speech as the basis of communica on and one is expected to respond immediately. The analysis focused therefore on the ranking of respondents of using the phone as a means to communica on. These results showed again a rela on with gra fica on shopping. The a tude towards gra fica on shopping in both channels is higher with those respondents who have a lower preference to calling rela ves (χ²(2)=12.062, p<.01; offline χ²(2)=16.369, p<.001). Overall a more ac ve social life is related to more favourable a tudes towards hedonic shopping in stores. A more favourable a tude towards social shopping seems an obvious result from a more ac ve social life. A higher favourable a tude towards gra fica on shopping is, however, more difficult to explain. It could stem from the rela on between age and gra fica on shopping and age and social life. TABLE 7.24 ATTITUDE TOWARDS SHOPPING CHANNELS BY THE AMOUNT OF TIME SPENT ON SOCIAL MEDIA Amount of Ɵme spent on social media Shopping acƟvity

χ²

df

Asymp. Sig.

Less than 1 hour Mean

SD

Between 1 and 2 hours Mean

SD

More than 2 hours Mean

SD


12,683

2

0,002

5,46

3,04

6,79

3,57

7,67

3,62

InformaƟon Shopping Online

11,247

2

0,004

13,63

1,66

13,39

2,15

12,04

3,13

Social Shopping in Stores

7,360

2

0,025

8,14

2,88

9,12

3,25

9,43

3,02

GraƟficaƟon Shopping in Stores

12,505

2

0,002

6,97

3,53

8,23

3,78

9,36

3,63

7,422

2

0,024

14,81

4,60

16,41

4,93

17,12

4,89

11,232

2

0,004

9,30

1,06

9,08

1,44

8,42

1,69

8,997

2

0,011

25,32

3,78

26,37

3,12

24,49

3,83

11,421

2

0,003

12,81

1,80

13,09

1,84

11,81

2,50

Shop characterisƟcs Atmosphere Online Risk Online Convenience Online Price Online

65



6.6 SOCIAL NORMS, BEHAVIOURAL INTENTION AND BEHAVIOUR In this last sec on the remaining three items of the TRA model are discussed; social norms, behavioural inten on and behaviour. The rela on between a tude and behavioural inten on are analysed, next the rela on between social norms and behavioural inten on is discussed and the final sec on is dedicated to whether an inten on to use a channel leads to behaviour in that channel.

BEHAVIOURAL INTENTION AND ATTITUDE The rela on between behavioural inten on and a tude was measured by categorising the results of behavioural inten on and subsequently performing a Kruskal-Wallis test to measure the differences in variance between these two groups. The results of the analysis are shown in Table 7.25 and Table 7.26. When respondents scored high on the inten on to shop online, then in all cases the a tudes to shopping ac vi es in that channel were higher than the a tudes of the group who had a low inten on to shop in that channel. However, not all these differences were significant. The posi ve rela ons between experience shopping and convenience shopping are most clear. It can thus be argued that those people that intend to shop more in a certain channel, tend to have a more favourable a tude to experience and convenience shopping in that channel. TABLE 7.25 SHOPPING ACTIVITIES BY UN FAVOURABLE INTENTION TO SHOP ONLINE IntenƟon to shop in stores Shopping acƟvity

U

Z

Experience Shopping Online

7931

-1,97


Low Inten on

High Inten on

Mean

Mean

SD

SD

0,049

5,65

3,07

7,43

3,51

Bargain HunƟng Online

9409,5

-0,13

0,893

11,40

3,26

12,35

2,79


7638,5

-2,82

0,005

6,18

2,58

7,58

2,72

Social Shopping Online

9160

-0,01

0,992

3,82

1,75

3,93

1,84


8539

-1,21

0,227

5,61

3,07

7,65

3,91

InformaƟon Shopping Online

8367

-1,39

0,165

12,96

2,37

13,61

2,05


8623,5

-1,03

0,303

10,35

3,13

11,33

3,13


6753,5

-4,35

0,000

11,11

2,84

13,29

1,83

TABLE 7.26 SHOPPING ACTIVITIES BY UN FAVOURABLE INTENTION TO SHOP IN STORES IntenƟon to shop in stores Shopping acƟvity Experience Shopping in Stores

U 7368,5

Z -3,00


Low Inten on

High Inten on

Mean

Mean

SD

SD

0,003

10,95

2,97

11,89

2,88

Bargain HunƟng In Stores

8192,5

-2,38

0,017

10,56

2,84

11,38

2,50

GiŌ Shopping in Stores

8911,5

-1,50

0,133

8,92

2,83

9,45

2,81

8882

-1,45

0,148

8,46

2,99

9,01

3,27

GraƟficaƟon Shopping in Stores

9023,5

-0,86

0,391

7,46

3,59

7,96

3,94

InformaƟon Shopping in Stores

8429,5

-2,06

0,039

10,34

3,17

11,18

2,74

Idea Shopping in Stores

9722,5

-0,30

0,768

10,39

3,17

10,61

3,06

Convenience Shopping in Stores

7345,5

-3,55

0,000

9,33

2,53

10,37

2,39

Social Shopping in Stores

SOCIAL NORMS AND BEHAVIOURAL INTENTION Social norms and behavioural inten on are to some extend related; posi ve social norms about a specific channel are related to an increased use of that channel. Social norms explain, however, just six to seven percent of the behavioural inten on. This limited influence might be due to the limited role of social issues in shopping also expressed in the low a tudes towards social shopping, as was discussed in previous sec ons. The social norms related to the two shopping channels were tested on a 5 point Likert scale with three items. The three items had for both channels a Chronbach’s α of almost .8. The three items for each channel were added into one factor for each channel. The same procedures were employed for the behavioural inten on. Both items had a Chronbach’s α above .8. 66



The rela on between social norms and behavioural inten on was tested by fi ng a linear regression model to the data. For both online and store shopping a slight rela on that was significant was found. For online shopping the regression had an R² = 0.076, p<.001, with F = 23,060, p<.001 and b=0,355 (SE=0.74 and β=0.276), p<.001. For store shopping the regression had an R² = 0.069, p<0.001, with F = 20.040, p<.001 and b=0.304 (SE=0.67 and β=0.263), p<.001. TABLE 7.27 SOCIAL NORMS AND BEHAVIOURAL INTENTION Scores range from 3 to 15 Mean

SD

α

Social norms for online shopping

9,0712

2,57084

0,773

Social norms for store shopping

8,8536

2,95917

0,787

Behavioural intenƟon for online shopping

7,7651

3,30178

0,864

Behavioural intenƟon for store shopping

9,8321

2,55758

0,845

BEHAVIOURAL INTENTION AND BEHAVIOUR The rela on between behaviour and behavioural inten on was tested by means of the one-way ANOVA test. For both online shopping and store shopping a significant rela on was found between behavioural inten on and behaviour. The rela on between these concepts was, however, very small with effect sizes ranging from R²=.02 to R²=.15. The combined data of behavioural inten on was used to form a scale item which was tested for its different means in the categories of the behaviour variables. The behavioural inten on to shop online was tested against browsing and buying in online stores, inten on to shop in stores was compared to the number of visits of respondents to stores. First of all the rela on between products bought in online stores and inten on to use the online channel was tested this rela on was significant with F(2) = 11.272, p<0.05. The rela on between behavioural inten on in the online channel was related as well with the me spent on browsing online, F(2)=9.433, p<0.05. The effect size, however, was in both cases small, for products bought R²=.15 and for online browsing it is .06. Results and posthoc tests indicate that those respondents who have a higher inten on of shopping online, shop more online as well and buy more products in this channel than those who have a lower inten on. Behavioural inten on in the store channel was compared to the number of visits that respondents executed monthly. The results of the ANOVA were significant with F(2)=3.031, p<.05, the effect size was, however, very small with R²=.02. Again the analyses show that those people who have a higher inten on to shop in stores more o en visit those stores as well.

67



6.7 CONCLUSIONS QUESTIONNAIRE The main emphasis in this research was on tes ng the a tude towards a shopping channel based upon the mo ves of consumers on two levels; shopping ac vi es and shop characteris cs. The theory of reasoned ac on reasons that when consumers have a posi ve a tude towards a type of behaviour, then they are likely to adopt a favourable inten on to that behaviour and thus will probably adopt the behaviour (Fishbein & Ajzen, 1975). This model aids this research, as this research limits itself to a tude, in making conclusions by sta ng that a posi ve a tude is likely to result in actual behaviour concurring this a tude. In this paragraph the rela on between a tude and behavioural inten on and behavioural inten on and behaviour was explained. The rela ons between these concepts are only slight and therefore cau on should be taken in making conclusions. On the basis of a tude quite some conclusions can be made. A tendency is visible that in online shopping u litarian shopping ac vi es show higher a tudes and in store shopping hedonic shopping ac vi es are more favourable. Moreover the ques onnaire indicates that atmosphere and service are especially important characteris cs in the store channel. In the online channel the focus is aimed more at risk and price. In both channels the assortment quality is of great importance. The following chapter will relate the results of the ques onnaire to the interviews and dis l conclusions from this synthesis.

68



7 CONCLUSIONS

The following sec on will discuss the results of the ques onnaire. The interviews form a basis to ini ate some first arguments about these results. The answers to the research ques ons and are discussed in the following chapter.

7.1 SHOPPING ACTIVITIES The results from the ques onnaire indicate that there are some evident differences in shopping behaviour between the online and store channel. There are several shopping ac vi es that show a clear tendency in posi ve a tude towards either one of the channels. Hedonic shopping ac vi es are much more favourable in the store channel than in the online channel. On the other hand, both u litarian shopping ac vi es (i.e. convenience shopping and informa on shopping) have higher a tudes in the online channel than the store channel, which is according to the expecta ons. These shopping ac vi es score, however, s ll favourable within both channels. Experience shopping is the hedonic shopping ac vity that shows the largest difference between the two shopping channels. The a tude in the store channel is posi ve whereas it is nega ve in the online channel. Likewise gi shopping, although showing low means overall, is more preferred in the store channel, with a neutral a tude, and is not favoured in the online channel. Noteworthy is as well the results of social shopping. This shopping ac vity was defined as a shopping ac vity wherein the need for inves ng in rela onships was the main focus. Social shopping showed a very nega ve a tude in the online channel, which supports the hypotheses expressed for this shopping ac vity. More surprising, however, is that social shopping showed to be the second least important shopping ac vity in the store shopping channel. The mean for store shopping was even below neutral, meaning that the a tude towards social shopping is slightly unfavourable. This might not mean that people don’t like to shop with others, but the aim is not on socializing. It should be noted, however, that younger people are more prone to social shopping and noteworthy is as well that more intensive users of social media are also more likely to have a favourable a tude towards social shopping in stores. The interviews show as well that shopping with rela ves might be done because people know the taste of the person in ques on and are likely to prefer similar stores and items. On the other hand shopping with other people might result as well in conflict. Not all hedonic shopping ac vi es are more favoured in the store channel; idea shopping is more or less equally favoured in both channels. Together with gra fica on shopping, idea shopping also forms the most remarkable shopping ac vity when comparing the a tude towards these shopping ac vi es with other variables. First and foremost both gra fica on and idea shopping are favoured more by women than by men, for idea shopping this accounts for both online and store shopping, for gra fica on this result is merely visible in the store channel. Both shopping ac vi es are also significantly more favoured by younger genera ons than by older genera ons. From the literature (Kotzé et al., 2012) it was argued that when gra fica on shopping would be more influenced by noninterpersonal factors, that the favoured shopping channel would be the online channel. Above results showed that respondents who have more favourable a tudes towards gra fica on shopping evaluate atmosphere generally as more important than respondents with lower a tudes towards gra fica on shopping. Atmosphere is an interpersonal factor and gra fica on shopping is more favoured to be performed in the store channel. From this research it cannot be argued that there is a rela on between atmosphere and gra fica on shopping. S ll these results seem to be in line with our expecta on and the literature. What’s remarkable as well is the rela on between online behaviour and age. Although these groups show a nega ve rela on between age and different types of internet use (social media, internet and online shopping, browsing, orienta on), the people of 25 up to 40 years old are more ac ve online shoppers than those people younger than 25 years. This could be a result of life pa ern of these age groups, as me pressure can lead to more use of the online channel (Farag, Schwanen, Dijst, & Faber, 2007, p. 139). Younger people will be mostly students who have, most likely, more me for leisure than older age groups who are employed.

70


7. CONCLUSIONS

7.2 SHOP CHARACTERISTICS The results indicate that atmosphere is less important when shopping in stores than when shopping online. Moreover, uniqueness is slightly more important in the store channel as well. On the other hand, price and risk show higher favourable a tudes in the online channel as compared to the store channel. The assortment quality is highly favoured in both channels. Finally the results indicate that the service offered in stores is very important for consumers, just as convenience is important in the online channel. Experience shopping, which is inherently bound to the atmosphere of a store, shows more favourable a tudes in the store channel than in the online channel. What is, however, remarkable to note is that younger genera ons not only have a more favourable a tude towards experience shopping online than older genera ons, but that these younger genera ons also value the atmosphere of online stores higher than those older genera ons. There is as well a rela on between respondents with a favourable a tude towards experience shopping and the importance awarded to atmosphere of shops. Uniqueness shows a slight favourable a tude in both channels, the scores are, however, higher in the store channel. Possibly surprising is that uniqueness is a characteris c favoured less by younger people than by older people. One might expect unique stores to be more important for youth as they are mostly seen as searching for a unique iden ty. Results from the ques onnaire indicate otherwise. Assortment quality is a characteris c that is even more valued than atmosphere by respondents while shopping in the store channel. In both the online channel and the store channel assortment quality is something that is regarded as one of the most important aspects of shopping. While assortment is expected to be an important aspect for online shops, it poses a challenge as well for stores. It might be that assortment contributes to the hedonic experiences of stores and is therefore so much valued in the store channel, which is expressed in the interviews as well. The interviews also indicate that consumers compare assortment in both channels, in this comparison usually the online channel has the advantage. The online channel might func on as a benchmark and raise expectancies to the assortment quality in stores (Terra et al., 2014). Price is somewhat less important in stores than in online shops. This might support again the argument that hedonic needs are more important in the store channel and u litarian needs in the online channel. Respondents might be willing to afford to pay a li le bit more for a be er experience when visi ng the store channel. When using online shops, they likely to search for an item that they can buy as cheap as possible. Something that conflicts with the intui on, however, is that elderly evaluate price with more importance than younger genera ons, whereas the younger genera ons are likely to have less spending power. This might be due to a trend in which younger people tend to save less than older genera ons. The older respondents are, the more safety and transparency become important issues. This difference between genera ons is evident for both online shopping and store shopping. An explana on for this difference in online shopping could be that elderly have less experience with online shopping and didn’t grow up with this technique; but this does not explain the results in the store channel. One explana on for the store channel could be that past (and possibly nega ve) experiences have resulted in more a en on to risk. Younger respondents lack this experience and therefore might have less a en on for these factors. This can be supported by the interviews were the older respondents explained they were consciously looking for aspects - i.e. phone numbers, addresses and the ability to pay a er delivery - that reduce the perceived risk. The results of the principal component analysis provided two unique characteris cs for each shopping channel. For online shopping these characteris cs were personnel and convenience, for store shopping these were me savings and service. Quite naturally personnel is evaluated separately from other characteris cs in that channel and differently than in the store channel. The a tude towards personnel is neutral, most likely due to the apparent absence of personnel in webshops. All other convenience variables, me saving, ease of use, ease of returns and service quality, score together as a factor rela vely high. Convenience is a combined factor of saving both me and effort when shopping online. 71 MOTIVES FOR SHOPPING CHANNEL DECISIONS 7. CONCLUSIONS

In store shopping the division of these variables is different in that there are several variables, both personnel and use convenience variables, which all relate to the aid a shop offers and effort that is saved accordingly and variables that relate purely to saving me. The fact that these variables are separately evaluated in the store channel could serve as evidence that some shopping trips in the store channel focus on saving me, trips with u litarian needs, and some trips focus on saving effort, trips with hedonic needs, more aid serves more leisure. On the other hand all online shopping trips are evaluated on a broad concep on of convenience, whether these trips are hedonic or u litarian of nature. S ll these results do indicate two very important focus aspects for the two channels; service is very important in the store channel and convenience is very important for the online channel.

7.3 INFLUENCE OF GENDER Differences between men and women are found in the aspects of shopping that are more hedonic in nature: experience and gra fica on shopping, atmosphere, uniqueness, etc. These are items on which women tend to score higher than men. Vice versa, men tend to score higher on the u litarian aspects of shopping. They show for instance higher a tudes to informa on shopping. This is in line with the argument that Campbell (2000) made that women are more likely to enjoy shopping than men and are more likely to adopt for instance a shopping ac vity such as idea shopping.

There is one excep on to this claim, social shopping online. Most respondents have an unfavourable a tude towards social shopping in webshops, quite obvious as means for socializing are limited in the online channel. The interviews indicate this limita on of online shopping as well. However, there are respondents who have a favourable a tude towards social shopping online and this is especially the case for male shoppers. Whether this social shopping is prac ced through social media or by shopping online together behind one desk is unclear, but possibili es are there and they are enjoyed by some.

7.4 RELATION BETWEEN ATTITUDE AND BEHAVIOUR The rela on between social norms and behavioural inten on and between behavioural inten on and behaviour show li le surprises. According to the TRA posi ve social norms about a shopping channel in a certain extend lead to a posi ve behavioural inten on and vice versa. Likewise, those respondents with a posi ve behavioural inten on in a channel are more likely to use that channel. These rela ons were found within the ques onnaire, the rela ons were, however, limited. Rela ons between the channels were not significant, e.g. a nega ve behavioural inten on towards the online channel does not necessarily result in more use of the store channel. One instance in which a rela on between the channels was found, is the rela on between social media usage and social shopping in stores. More social media use is related to more posi ve a tudes towards social shopping in stores. This might be a result from respondents who have a more socially oriented iden ty, meaning they are both more ac ve on social media and as a social shopper. It might also be a result of what Turkle (2010) calls “being alone together”; through our use of social media we forget what it is to be alone and how to cope with that. The feedback from different types of behaviour towards the a tude did provide some remarkable results. Quite naturally more store visits lead to a higher a tude towards shopping in stores because a higher a tude in stores leads to more shopping in stores and the same is applicable to the online channel. Moreover those who shop more online and use more social media are likely to be less risk and price sensi ve. The lower risk sensi vity might be due to less nega ve experiences with online shopping and the way younger people grow up with internet. Were the differences in price sensi vity originate from is more difficult to ascertain. It seems to contradict with the expecta on that younger genera ons are more price sensi ve (Pooler, 2003). One explana on might be that this is due to the experiences with commercial adver sing on the internet, another explana on might be that internet and social media are more used by younger genera ons and these younger genera ons are less price sensi ve 72


7. CONCLUSIONS

than older genera ons. Another item that contradicts with Pooler’s (2003) argument is that older genera ons are more focused on unique stores and assortment than younger genera ons.

7.5 CONCLUSION The research results show that the evalua on of believes indicate to a large extend the a tude of consumers towards a shopping channel. These believes are defined as the shopping mo ves consumers have when shopping in stores or online shops. The two dimensions of shopping mo ves, shop characteris cs and shopping ac vi es, both influence the a tude towards the shopping channel decision of consumers. Hedonic and social shopping mo ves are more likely to lead to a posi ve a tude towards the store channel, u litarian mo ves are more likely to lead to a posi ve a tude towards the online channel. Moreover interpersonal characteris cs are more important in the store channel, such as service and atmosphere. However, non-interpersonal characteris cs are important in the store channel as well, such as uniqueness and assortment quality. Non-interpersonal factors - i.e. price, risk, convenience and assortment quality - are important in the online channel as well. Personal characteris cs - i.e. gender, age, internet use and social media use - have a clear influence on the rela on between a tude towards a shopping channel and shopping mo ves. Overall, it can be concluded that hedonic mo ves are more related to female shoppers and u litarian mo ves are more related to male shoppers. Moreover the older genera ons tend to have more favourable a tudes towards using the online channel for u litarian shopping ac vi es. On the other hand younger genera ons use the online channel for hedonic experiences as well. Moreover these younger genera ons have much more favourable a tudes towards gra fica on shopping. Finally, more internet use and social media is related to higher a tudes towards online shopping ac vi es. Using the conceptual model, which was based on the theory of reasoned ac on, a conclusion can be drawn that a tude relates to actual behaviour. Therefore, posi ve a tude towards a specific shopping channel, influenced by a shopping mo ves, are related to behaviour in that channel. As was men oned before however, the ques onnaire showed that the rela on between a tude and behavioural inten on and between behavioural inten on and behaviour is very limited. Hence, only in a limited extend is it possible to define a rela on between shopping mo ves and actual behaviour from this research.

73


7. CONCLUSIONS

74


7. CONCLUSIONS

8 D ISC U SSION DISCUSSION RECOMMENDATIONS

8.1 DISCUSSION This research started off with the ques ons: ‘How does a shopping ac vity lead to a channel decision?’ and ‘What shop characteris cs are important within each shopping channel?’ This sec on aims to answer this. In doing so, four arguments are made: The different shopping channels facilitate both hedonic as well as u litarian needs, shopping in stores is not becoming something exclusively social, instead it is more becoming personal leisure, assortment is a dominant characteris c in shopping in both channels and convenience serves the needs of the consumer differently in both channels.

SHOPPING AS A MIX OF NEEDS Just like previous research (Schröder & Zaharia, 2008, p. 462), hedonic shopping mo ves such as experience shopping and social shopping are more favoured in the store channel and u litarian mo ves such as convenience and informa on shopping are more favoured in the online channel. The results of the ques onnaire and the interviews show that hedonic shopping trips are not something exclusively fit for the store channel; hedonic needs might be fulfilled by the online channel as well. An explana on for this could be that the online channel lends itself be er for storing memories of experiences, for instance due to the storage of your purchase history. These memories can contribute significantly to the sa sfac on of the shopping experience (Dholakia et. al., 2010, p. 9192). Informa on shopping and convenience shopping show posi ve a tudes in the store channel as well. These two shopping ac vi es are, however, not among the top ranking shopping ac vi es in stores. This is somewhat in contrast to the recent report by ICSC (2014), which claims that shopping will mainly focus on fulfilling u litarian needs in the future. Moreover idea shopping shows a non-significant very minor difference between both channels. This supports the idea that hedonic pleasures are derived from both channels. Bargain hun ng seems to transcend the boundaries of a shopping channel as well and is favoured in both shopping channels. This might be the result of that it can serve hedonic and u litarian needs. Hedonic needs due to the enjoyment it gives to take advantage of a shop and shop owner (Arnold & Reynolds, 2003; Kotzé et al., 2012). On the other hand, u litarian needs can be fulfilled by gaining the lowest price for an object, due to the price comparison (Balasubramanian et al., 2005). That bargain hun ng can be favoured in both channels and can fulfil both needs became apparent in the interviews as well.

SHOPPING AS A SELFͳCENTRED LEISURE ACTIVITY In the theore cal framework it was expressed that social shopping could become a central ac vity within shopping. The possibility that social shopping would instead be a minor mo ve for shopping was expressed as well. Following the results of this research it seems as if shopping is not socially centred. Inves ng in rela onships is not a dominant type of shopping ac vity, neither is gi shopping, and shopping with others might even result in conflicts as the interviewees argued. This is in line with literature that argues that a shopping companion does not always enhance the perceived shopping experience (Bäckström, 2011). The low a tudes to social shopping might also be a result of what Balasubramanian (2005) defines as false consensus. People do not need to have contact with others to experience a consensus in a tude and taste, in the absence of opinions that contrast with our own, people tend to believe others have the same opinion as they have. On the other hand younger genera ons tend to favour gra fica on shopping, shopping as a means to relieve stress and to empty one’s mind. Moreover idea shopping is favoured for both shopping channels. Younger people again are more prone to this type of shopping ac vity. Experience shopping finally is something that is especially favoured in the store channel. All these shopping ac vi es are specifically focused on hedonic pleasure for the self. Reinforced by the major importance of atmosphere in stores this research shows yet again that shopping in stores is indeed more and more focused on hedonism. Social incen ves play a minor role.

76


8. DISCUSSION AND RECOMMENDATIONS

CONSUMER’S NEED FOR DIVERSITY A major role in both these channels is laid out for the assortment. As this aspect is of importance in both channels, it seems to contribute to both u litarian convenience and hedonic pleasure. This assump on is supported by the conducted interviews. Not only the quan ta ve side of the assortment is important, but also the manner in which this assortment is displayed and how one can find his way through this assortment. The results do not indicate whether shop variety and assortment variety is differently evaluated, which is partly due to different meanings of these aspects in stores and online. The online channel offers a virtually unlimited variety of shops whereas the store channel won’t be able to offer such varie es as stores are bound to place and space in this channel. It is not en rely clear from where the high valua on of this characteris c originates, it might be the result of the unlimited variety of the online channel becoming the standard for all shops in both channels, which is also argued by ABN-Amro (Terra et al., 2014) and ICSC (2014). This research, however, gives li le further support for this claim. It might also be the result of the great role that is laid down for experience shopping in the store channel. Jayasankaraprasad & Kathyayani (2014) already argued that the experience shopper is especially focused on the variety of brands and stores. This is resembled both by the interviews, in which interviewees argued that assortment variety can fulfil hedonic needs, and by the survey research that showed a rela onship between respondents who favour experience shopping and the emphasis they put on assortment.

CONSUMER’S NEED FOR SERVICE AND CONVENIENCE Finally, convenience in the online channel and service in the store channel are evaluated as very important characteris cs. The results show that the concept of convenience in stores is divided in service and me savings. This service aspect is extremely important for consumers in the store channel, the score of this characteris cs exceeded all other scores with an evalua on of 4.60 on a scale of 1 to 5. The evalua on of me savings on the other hand, was much less favoured. The interviews especially indicate that there is a tension within the role of personnel, who have to find an adequate way of approaching customers that is neither too asser ve, nor too reserved. Especially older genera ons adopt more favourable a tudes towards service in the store channel. In the online channel, convenience forms a combined factor, which scores highly favourable in the online channel. Whereas in the online channel convenience is mainly found to be related to consumers who favour the u litarian types of shopping ac vi es more, in the store channel there is no such rela on between service and u litarian shopping ac vi es. Moreover, service is related to more types of hedonic shopping ac vi es than u litarian shopping ac vi es. Hence, service can most likely contribute to the happiness of consumers. Shop owners could therefore benefit from pu ng emphasis on service provision to their customers. These results might support as well that consumers are willing to find a certain trade-off between me savings and service. This is supported by the interviews, which indicate that convenience is for some people the ability to shop from behind their desk and for other people it means having the ability to visit a shop where service is provided and one can easily return bought products. Time savings could thus best receive emphasis in the online channel. In the store channel emphasis should be on service.

77



8.2 RETAIL INVESTMENT STRATEGIES The last objec ve men oned in the introduc on focused on the link to real estate investors and developers. In reaching this objec ve, a closer look is taken at two strategies of retail real estate investors. These strategies are described in this paragraph. These strategies are next compared to the results of this research. The final recommenda ons are based upon this comparison.

SUMMARY OF STRATEGIES First of all the retail investment strategy of Corio was reviewed. Corio aims to focus on inves ng in the shopping centres that they label as ‘Favourite mee ng places’. The FMP formula is characterized by six elements; it is located in a core area, it is connected to the needs of local consumers and businesses, it creates partnerships and high quality shopping environments, it communicates using social media, it aims at crea ng loyal customers by customizing what it offers, and it is a community place (Corio, n.d.). More specifically Corio expects that consumers won’t have the need to go outdoors for their shopping needs, they will therefore only leave their house when they want to have experiences, meet friends or have fun (Corio, 2010). They explain: “In ten years me, a successful shopping centre will be a place where you can experience a wide range of ac vi es: you can have a meal or a drink with friends, go to the cinema or a concert, but also visit a doctor or a end a fitness class, work or just hang around. In other words, the shopping centre becomes a place at the heart of the community” (Corio, 2010, p. 2). Secondly the ICSC strategy on retail was looked upon. Most importantly, ICSC (2014) concludes that online shopping is complementary to store shopping. In some cases the online channel makes the formula of store shopping even stronger, for instance by the fact that omni-channel shoppers visit stores more frequently than single channel shoppers (ICSC, 2014). Moreover, ICSC (2014) recognizes three instances in which the consumer favours the store shopping channel over the online channel. The first instance is when an immediate need is to be fulfilled. They argue that convenience demand is s ll an important mo ve for shopping centres, especially the smaller shopping centres were generally assortment is larger. The second instance is the ‘one-stop’ shopping trip to shopping centres and third is the instance in which a consumer wishes to touch and feel products (ICSC, 2014). Besides these more u litarian oriented arguments, they consider as well that there is a need “for designing space with the goal of providing the user with an ‘experience’” (ICSC, 2014, p. 11). They too claim that the enhancement of the tenant mix of shopping centres is important to a ract consumers (ICSC, 2014).

COMPARISON BETWEEN RESEARCH RESULTS AND STRATEGIES Both ICSC and Corio have a focus on extending the available store assortment. They even both argue that shopping centres should start to focus on tenants that go beyond merely stores, for instance cinema’s, fitness centres and doctors. This is in line with the results of this research that emphasize the importance of assortment. Crea ng an experien al environment is an aspect of these strategies that is in line with the results of this research as well. An aspect that is somewhat in contrast with the arguments in this research, is the emphasis put on convenience shopping by ICSC (2014). Although support is found in this research that convenience is s ll important in store shopping, the results showed as well a decline in favourable a tude towards convenience shopping in stores for younger genera ons. It can either be the case that as age increases, convenience shopping in stores is more favoured, or it can be a sign that convenience shopping is becoming less and less popular. Further research is necessary on this aspect to ascertain which of the two arguments is plausible. The results of this research do, however, indicate that store shopping is certainly not limited to convenience shopping. Experience shopping is even the most favoured shopping ac vity. ICSC (2014) focuses, however, more on u litarian shopping mo ves; convenience (fulfilling a direct need), the one-stop shopping trip and the wish to touch and feel products. Corio (n.d.) focuses very much on community building in its strategy. Socializing forms a part of this community building. The results show that social shopping is a li le favoured type of shopping ac vity. This research, however, only researched the a tude based upon shopping mo ves. Whether consumers actually perform this behaviour, cannot be concluded with certainty from these results. Moreover, Corio men ons socializing within an environment that offers more facili es than mere stores. As the environment and assortment differs from 78



‘regular’ shopping centres, the behaviour in these shopping centres might differ as well. Consumers might visit these shopping centres without even having the inten on of shopping. Hence, it might be that the results on social shopping conflict to a certain extend with the strategy of Corio, but this cannot be determined with certainty.

8.3 RECOMMENDATIONS On the basis of the research results and the comparison of these results to the retail investment strategies, several recommenda ons are made towards retail real estate investors and developers.

IMPROVING VARIETY The behaviour of consumers is complicated, if not complex, variances between consumers are major and variances between and within both channels are major as well. This does not mean however that the analysis of consumer behaviour cannot benefit the retail investors and developers. On the contrary, the importance of assortment quality provides the most evident support that these par es can indeed play out a role. Store assortment for instance could be supported by offering stores of different sizes different rental prices in one centre. One might even think of enhancing the perceived variety of stores for instance by offering a shopping cart for different stores, through which the consumer merely has to pay at leaving the shopping centre, a er which benefits for different stores are divided digitally. Several ins tutes have underpinned these arguments. CBW-Mitex (2010, p. 20) advocates as well for an approach in which real estate investors are more ac vely involved in defining the assortment in their shopping centres. This approach aims at targe ng diverse branches within one shopping centre. Providing the necessary diverse and flexible rental prices, based on turn-over rates of the tenant, is necessary in this approach. Moreover ICSC (2014, p. 9, 12) argues that in the future the number of store formats will increase greatly. Both store concepts and the types of stores in shopping centres, including non-retail stores, is likely to become more varied in the future. Overall, the great demand for store variety, supported by the results of this research, underlines that shopping centres are s ll a relevant concept for providing shopping facili es to consumers due to the diversity of shops they provide. This is reflected as well in the ICSC (2014) strategy, in which they argue that (smaller) shopping centres with greater diversity have greater appeal to consumers. Consumers wish to have a large assortment in both channels (Quix et al., 2011, p. 13). This creates a tension between the ease of providing a large assortment online and the great effort it takes in stores. A way to cope with this tension is to provide the consumer with cross-channel possibili es. This means that a store integrates the channels as much as possible, for instance by using tablets in their stores to showcase the complete assortment (Deloi e, 2011a, p. 6). The consumer should not get lost in the amount of choice given and should have the capability to personalise the assortment. Decisions need to be made about what part of the assortment is showcased physically (e.g. the different types of phones) and what is showcased virtually (e.g. the colour of a product) (Deloi e, 2011a).

PROVIDING EXPERIENTIAL ENVIRONMENTS FOR THE SELF CENTRED CONSUMER A shopping centre provides quite naturally a space for mee ng, but shopping might not be a social ac vity a er all. Such a claim, supported by the research findings, might have an influence on the success of interven ons taken to facilitate social shopping. The tension between the results of this report and such interven ons was already discussed in rela on to the strategy of Corio (2010). The ques on remains, however, what a real estate investor eventually can do to enhance the personal hedonic shopping experience of a consumer. First and foremost atmosphere remains an important characteris c for store shoppers. The appearance and design of shops are inherently part of this atmosphere and are subject to decisions made by the owner of the shopping centre. Moreover, service is usually limited to the space of a shop. Real estate investors and developers might think about how service can be extended within the semi-public domain of the shopping centre. A similar example of service provision by a third party can be seen in the way airports provide services to the customers of flight associa ons. Such services come in all forms and shapes, from tax free shopping, to clean sanitary, to a free transport cart for luggage. 79



CREATING MULTICHANNEL SYNERGIES The results of this research support that turning to an omni-channel or cross-channel strategy can prove to be interes ng, a strategy advocated for by several ins tutes (ING Economisch Bureau, 2013; Quix et al., 2011; Terra et al., 2014). There are differences in the behaviour of respondents between both channels and by developing synergies between two channels these differences can be op mally exploited, as argued by Wagner et. al. (2013) as well. Most of all, be er synergies between online and store channels could result in solu ons for the assortment demand by new ways of offering online products in stores. As we speak, such new synergies are already being exploited (ICSC, 2014). Not only is there a possibility for offering online items in stores, new “offline” stores are opened by online shops as well. These stores func on as pick-up points or as promo on for the ac vi es of the online shop (ICSC, 2014; Terra et al., 2014). Moreover, this research provides new support for the influence of social media on online shopping. More social media usage leads to both a more favourable a tude towards social shopping in stores and a more favourable a tude towards the online channel as a whole. This could indicate that social media can work as a billboard for retail, as is argued as well by the ING economic bureau (2013).

FINAL COMMENTS The differences between the channels, however, are not black and white. Some consumers visit the online channel to fulfil their hedonic and even social needs. On the other hand, many consumers from all ages s ll visit the store channel for simple convenience and for finding informa on. It is even argued by ICSC (2014) that convenience shopping will become the dominant form of shopping in stores. Therefore, in the store channel service s ll plays out a large role, serving both hedonic and u litarian needs. In the online channel uniqueness and the qualita ve aspects of the assortment - i.e. layout and organisa on - are of importance and are most likely serving the enjoyment of consumers. There remains a lot of debate on what exactly will be the future of stores. The research findings claim that its future will lie in the individual experien al shopping trip. Others claim that shopping in stores will be more centred on community building (Corio, 2010) or on convenience shopping (ICSC, 2014). One thing is certain, from this research and from other research (e.g. ICSC, 2014) it becomes apparent that there is s ll a merit future laid out before us with significant value for physical shopping centres and stores. Finally one caveat should be placed next to these recommenda ons. It was argued in this research that as consumer behaviour is changing due to the development of the online shopping environment and the shopping channel, the real estate suppor ng the ac vi es of consumers – i.e. shops and shopping centres – need to change as well (CBW-Mitex, 2010). However, the opposite is true as well, as shopping centres and stores are changing, consumer behaviour will change and the online channel will most likely change as well. How consumers will adapt to such changes was not part of this research and therefore limits the power of these recommenda ons. In the next chapter more limita ons will be discussed.

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9 REFLECTION

This report forms the final product of a master thesis. Besides being a first introduc on into scien fic research, this master thesis has educa onal goals as well. This sec on therefore covers the reflec on of the scien fic process, aiding this learning process. Besides general limita ons and further research this sec on will reflect as well on the research design and methodology.

LIMITATIONS An important limita on is that the design of this research holds limited power to analyse the results of what characteris cs are important during a specific shopping ac vity. For instance, the research cannot explain whether atmosphere is important while social shopping. The ques onnaire merely inquired the a tude of respondents to a shopping channel based on their believes about characteris cs or shopping ac vi es. The ques ons did not inquire what characteris cs are preferred when a certain type of shopping ac vity is performed. Moreover the limited number of interviews and the absence of follow up interviews a er the ques onnaires offer li le insight in why the rela ons provided by the quan ta ve analysis actually occur. The results give, for instance, no explana on on why social shopping some mes shows favourable a tudes in the online channel. More research on this part could supply more insight in the mechanisms behind the rela ons. If such research would focus on specific shopping ac vi es the rela ons between shopping ac vi es and shop characteris cs might become more explicit as well. Finally, this research is limited in that it mainly researches the rela on between a tude and shopping mo ves. The research cannot give hard conclusions about whether a posi ve a tude towards a specific shopping ac vity leads to performing that specific shopping ac vity. It might be that due to other reasons, not taken into account within this research, another kind of behaviour is performed. For instance, the social rela ons with friends might lead to the perceived pressure to engage in social shopping with that person, although the a tude towards this behaviour is unfavourable. An extended inquiry of such specific social norms on certain shopping ac vi es might grant more insight into the reason whether certain shopping ac vi es are actually performed.

FURTHER RESEARCH This research was designed as a consumer study and focused on researching shopping behaviour. The results of this report could be a valuable contribu on to the field of consumer behaviour due to the broad spectrum of aspects of shopping mo ves that was incorporated. A be er understanding, however, has s ll to be developed on whether a tudes towards certain shopping ac vi es are related to the performing these shopping ac vi es. Moreover a be er understanding has to be developed on how shopping ac vi es and shop characteris cs are related to each other. Future research could also focus on the rela on of social norms and a tude with behavioural inten on within a single shopping ac vity. Finally, the knowledge on how shopping mo ves differ between shopping sectors or between the stages of the shopping process can be further developed.

REFLECTION ON RESEARCH DESIGN The contribu on to the field of Real Estate & Housing, the field of study of this master thesis, is most likely limited. Real estate investors and developers can only influence some of the shop characteris cs that are important within shopping behaviour. To give sound recommenda ons to investors and developers, the rela on between shopping ac vi es and these specific shop characteris cs is of great importance. In this research a wide range of shop characteris cs was taken into account, with limited a en on towards the rela on between shop characteris cs and shopping ac vity. This limits the recommenda ons that can be provided to investors and developers. In the prepara on of this research the emphasis was on building a conceptual model which was comprehensive in the beliefs it incorporated. In other words approximately all different types of mo ves were incorporated. Reason to use such a holis c model was to be able to clearly dis nct the mo ves for choosing one of the two shopping channels. Omi ng one such mo ve could result in a bias towards other mo ves. The broadness, however, of this research has led to limited workable defini ons of what characteris cs of shopping centres are important in different cases of shopping. To arrive at such conclusions more in-depth knowledge is needed of the reasons behind the rela ons. From this viewpoint, a preferable research design would have been one in which for instance one shopping ac vity would form the central subject of analysis. The preferable characteris cs for this type of 82


9. REFLECTION

shopping ac vity within the two shopping channels could then have been discerned. Such an approach would also create the possibility of including the influence of shopping sectors and different types of store and online shop formats. The results of this research indicate that especially interes ng shopping ac vi es for further in-depth research would be social shopping and gra fica on shopping.

REFLECTION ON METHODS Sampling of the respondents was done by means of business cards, distributed to visitors of shopping centres. The business card provided an URL to the site of the ques onnaire. The card informed respondents as well that by filling out the ques onnaire they would have a chance of winning a coupon worth €50, - at the Dutch webshop Bol.com. This reward could have provoked a bias in the results as filling out the ques onnaire could have been more a rac ve to frequent customers of Bol.com than to others who do not favour this store. There might be a difference between customers of Bol.com and others, leading to a possible bias in the results. The interviews and ques onnaires were preceded by a literature review. From this literature review a framework of concepts and variables was build which was used to prepare the interviews and form a ques onnaire. In defining this theore cal framework, there was, however, limited a en on for crea ng sound hypotheses. Not all rela ons that were subject of analysis were predicted in hypotheses, and the hypotheses that were defined, had li le power in defining the conclusions of the research. Omi ng to create sound hypotheses does not necessarily limit a research. The process of analysis, however, would have benefi ed of be er hypotheses, as such hypotheses can guide the process and provide a basis for discussion. Although the theory of reasoned ac on and the theory of planned behaviour, a more elaborated version of the TRA, proved its value in different sources of literature (Pookulangara et al., 2011a, 2011b; Soopramanien & Robertson, 2007; Srisuwan & Barnes, 2008; To et al., 2007, p. 776). The model has, however, received some cri cism as well. This cri cism is mainly focused on the limited focus of the model on learning, feedback, and the limited role for the environment, which is merely included as an extraneous passive factor. A larger model would have made this research to broad and complex. S ll, it might be that the environment or the learning cycle of consumers has a significant impact on shopping as well. Further research could then be necessary on these topics.

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84


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10 BIBLIOGRAPHY

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11 APPENDICES

APPENDIX 1 ͵ INTERVIEW SCHEDULE EXPLANATION This interview schedule was used as a guide for the interviewer. It helped the interviewer to steer the interview in the right direc on, to check if all or most of the necessary subjects were discussed and to make notes. The interview schedule was not shown to the interviewee. INLEIDING Naam geïnterviewde Datum interview

: :

Dit is een onderzoek naar waarom mensen kiezen om ofwel online ofwel fysiek te winkelen. Door achter de redenen van deze keuze te komen, wil ik dan mensen die winkelcentra bouwen een advies geven over op wat voor soort mensen zij zich kunnen focussen en wat die mensen van winkelcentra verwachten. Het doel van dit interview is vooral om verschillende mensen hun winkelac viteiten te laten beschrijven om op die manier het winkelgedrag, en de belangrijke winkelelementen daarin, beter te gaan begrijpen. Het doel is vooral om u te laten praten over hoe u het winkelen ervaart. Hebt u nog vooraf vragen? INTERNET GEBRUIK Intensiteit (dagelijks of niet dagelijks) Waarvoor internet wordt gebruikt ONLINE WINKELEN Ervaring met (online winkelen) Houding t.o.v. Redenen voor Doel van (wat men wil bereiken) Dingen die er worden gedaan Intensiteit van Leuk? Wensen en verlangens voor internet winkels Opva ngen van mensen in omgeving; kennissen, familie en vrienden Toekoms ge inten e voor gebruik GEWOON WINKELEN Ervaring met Houding t.o.v. Redenen voor Doel van (wat men wil bereiken) Dingen die er worden gedaan Intensiteit van Leuk? Wensen en verlangens voor gewone winkels 90


APPENDICES

Opva ngen van mensen in omgeving; kennissen, familie en vrienden Toekoms ge inten e voor gebruik SOCIALE BEZIGHEDEN Contact met vrienden/familie o Wijze van contact o Gebruik social media o Bellen/mailen o Intensiteit van contactmomenten o Aantal mensen in de kennissenkring PERSOONLIJKE KENMERKEN: Lee ijd Woonplaats Geboorteplaats Fietsafstand tot winkelcentrum (min)

91


APPENDICES

APPENDIX 2 ͳ SAMPLE CITIES Apeldoorn Nijmegen Leiden Rotterdam Westland DenBosch

STAD 1

Residents

Totaal

Nederland

157.315

166.382

119.800

616.294

102.698

400

450

700

650

300

500

3.000

1,106

1,177

2,542

0,459

1,271

1,523

Age

0–19

22,9%

20,6%

20,3%

22,1%

24,1%

22,1%

22,0%

23,1%

weighed share 20–29

25,3%

24,2%

51,6%

10,1%

30,7%

33,7%

29,3%

10,8%

20,1%

20,5%

16,7%

12,2%

13,3%

16,0%

12,4%


12,0%

23,6%

52,0%

7,7%

15,4%

20,3%

21,8%

11,4%

13,3%

14,2%

14,7%

11,4%

14,0%

13,7%

12,2%


12,6%

15,6%

36,1%

6,8%

14,4%

21,3%

17,8%

15,2%

13,6%

13,9%

14,2%

15,2%

15,6%

14,5%

15,3%


16,9%

16,0%

35,4%

6,5%

19,3%

23,7%

19,6%

21,3%

18,3%

17,8%

17,5%

20,4%

19,7%

18,6%

20,3%


23,5%

21,6%

45,2%

8,0%

26,0%

30,1%

25,7%

13,6%

10,6%

9,9%

10,5%

12,7%

11,6%

11,1%

12,6%

weighed share 80+

15,1%

12,5%

25,1%

4,8%

16,2%

17,6%

15,2%

4,8%

3,6%

3,5%

4,3%

4,0%

3,7%

4,1%

4,2%

weighed share

5,3%

4,2%

8,8%

2,0%

5,1%

5,6%

5,2%

1 Women

51%

52%

51%

51%

50%

51%

51%

weighed share

56,1%

61,3%

130,7%

23,3%

63,9%

77,4%

68,8%

1 Allochtonen

15,7%

24,9%

28,6%

48,6%

12,6%

19,7%

33,8%

21,1%

weighed share

17,4%

29,3%

72,6%

22,3%

16,0%

30,0%

31,3%

800

34.000

26.000

54.000

N/A

13.000

127.800

660.891

%students

0,5%

20,4%

21,7%

8,8%

0%

9,1%

9,8%

3,9%

weighed share

0,6%

24,0%

55,2%

4,0%

0,0%

13,9%

16,3%

2

2

1

1

3

2

2,24

1,82

1,84

1,95

2,39

2,11

2,06

2,19

Samplesize weight 1

2 Students

1 Urbanity *

Household 1 size

142.817 1.305.306

16.779.575

Sources 1: CBS, 2013. Demografische kerncijfers per gemeente 2013, Den Haag: Centraal Bureau voor de Statistiek. 2:Poulus,C.,2013.LandelijkeMonitorStudentenhuisvesting,Delft:ABFResearch. *Urbanityisameasureforthedensityofmunicipalityandismeasuredbytheamountaddressesin one1km²whichhaveanotheraddressintheirsurroundings(1km²).

92


APPENDICES

APPENDIX 3 ͳ WEBSITE

93


APPENDICES

APPENDIX 4 ͳ ONLINE QUESTIONNAIRE Hoofdsectie Dit onderzoek richt zich op de vraag waarom consumenten kiezen voor online winkels of voor "gewone" winkels. Door de redenen te onderzoeken waarom consumenten voor een van deze twee vormen van winkelen kiezen, kunnen winkels beter afgestemd worden op de mensen die er winkelen. Met "gewone" winkels bedoelen we de winkels die u vindt in het stadscentrum, wijkcentrum, de woonboulevard etc. Omdat het onderzoek een vergelijkend onderzoek betreft zult u de meeste vragen twee keer langs zien komen, eenmaal met betrekking tot het online winkelen en eenmaal met betrekking tot "gewoon" winkelen. Deze situatie zal er soms toe leiden dat een vraag vreemd overkomt omdat hij bijvoorbeeld ontworpen is voor online winkelen, maar ook wordt gesteld voor "gewoon" winkelen, toch is het verzoek aan u om alle vragen zo goed als u kunt in te vullen. Het onderzoek wordt begeleid door de afdeling Real Estate & Housing bij de faculteit Bouwkunde. Vanzelfsprekend wordt er uiterst vertrouwelijk met uw gegevens en de resultaten uit dit onderzoek omgegaan. Bij voorbaat hartelijk dank voor uw medewerking. Op de volgende pagina gaat de vragenlijst van start. Dit onderzoek wordt mede mogelijk gemaakt door: EFAFLEX snelle en veilige deuren RIWA print & design

01. Internet gebruik

Internet gebruik De volgende vragen gaan over uw gebruik van internet in het algemeen. 1. Maakt u gebruik van internet? Ja Nee

Als InternetAdoption gelijk is aan 0

Ervaringen met "gewone" winkels

2. Hoeveel uur per dag maakt u ongeveer gebruik van internet? Minder dan 1 uur 1 tot 3 uur Meer dan 3 uur Niet dagelijks 3. Hoe vaak bekijkt u per dag de mail? 1 keer 2 tot 4 keer Meer dan 5 keer Niet dagelijks 4. Heeft u een social media account? (Bijvoorbeeld: Facebook, Twitter, Tumblr, Myspace) Ja Nee 5. Hoeveel uur bent u gemiddeld per dag actief op social media?

02. Ervaringen met online winkels

Ervaringen met online winkelen Er volgen nu een aantal vragen over uw ervaringen met online winkelen. Online winkelen is het winkelen dat u doet als u op uw computer of tablet een winkel op het internet bezoekt. 1. Bekijkt u wel eens een online winkel? Ja Nee Als OnlineBrowseAdoption gelijk is aan 0

Ervaringen met "gewone" winkels

2. Hoe vaak bekijkt u gemiddeld per week een online winkel? 0-1 keer 2-4 keer 4-6 keer meer dan 6 keer 3. Oriënteert u zich vooraf op uw aankoop via online winkels? nooit zelden soms vaak altijd 4. Besteld u wel eens een product via een online winkel? Ja Nee 5. Hoe vaak heeft u (bij benadering) producten gekocht in een online winkel in de periode januari 2014 tot nu?

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APPENDICES

03. Online winkelen

Online winkelen De volgende vragen gaan over de redenen waarom consumenten online winkelen. Het gaat dus om het bezoeken van een online winkel via bijvoorbeeld de computer of een tablet. Er worden steeds verschillende stellingen genoemd die allen beginnen met: "Ik ga graag online winkelen wanneer...". Geeft u alstublieft bij iedere stelling aan in welke mate u het eens of oneens bent met de stelling. 1. Ik ga graag online winkelen wanneer: Geheel mee oneens

Enigszins mee oneens

Enigszins mee eens

Neutraal

Geheel mee eens

ik wil genieten van het winkelen. ik veel plezier wil hebben. ik wil genieten van een prettige omgeving. 2. Ik ga graag online winkelen wanneer: Geheel mee oneens


Enigszins mee eens

Neutraal

Geheel mee eens

ik op zoek ben naar de laagste prijs voor een product. ik producten wil kopen in de aanbieding. ik op zoek ben naar speciale uitverkopen. 3. Ik ga graag online winkelen wanneer: Geheel mee oneens


Neutraal

Enigszins mee eens

Enigszins mee eens

Geheel mee eens

Geheel mee eens

ik op zoek ben naar geschenken voor anderen. ik mijzelf wil profileren als goede vader/moeder, vriend/vriendin, broer/zus, familielid etc. ik een relatie wil verbeteren door voor iemand cadeaus te kopen. 4. Ik ga graag online winkelen wanneer: Geheel mee oneens


Neutraal

ik met vrienden, kennissen of familie een leuke tijd wil doorbrengen. ik een verkoper beter wil leren kennen. ik de gezelligheid met andere mensen wil beleven tijdens het winkelen. 5. Ik ga graag online winkelen wanneer: Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

Geheel mee oneens


Neutraal

Enigszins mee eens

11

ik door te winkelen mijzelf wil belonen. ik door te winkelen mijn stress probeer te verlagen. ik door te winkelen probeer gelukkig te worden. 6. Ik ga graag online winkelen wanneer: Geheel mee eens

ik meer informatie wil verzamelen over een bepaald product. ik op zoek ben naar informatie over wat ik het beste kan kopen. ik wil weten wat de eigenschappen van een bepaald product zijn. 7. Ik ga graag online winkelen wanneer: Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

ik op zoek ben naar inspiratie. ik ideeën wil opdoen voor de besteding van mijn geld. ik de nieuwste producten of mode wil bekijken. 8. Ik ga graag online winkelen wanneer: Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

ik op zo efficiënt mogelijke wijze een product wil kopen. ik één of meerdere specifieke producten nodig heb. ik zoveel mogelijk moeite wil besparen bij het doen van een aankoop.

95


APPENDICES

04. Over online winkels

Online winkels De volgende vragen gaan over factoren die consumenten belangrijk vinden tijdens het online winkelen. Het gaat dus om het bezoeken van een online winkel via bijvoorbeeld de computer of een tablet. Er worden steeds verschillende stellingen genoemd die allen beginnen met: "Als ik online ga winkelen dan wil ik....". Geeft u alstublieft bij iedere stelling aan in welke mate u de stelling belangrijk of onbelangrijk vindt. 1. Als ik een online winkel bezoek dan wil ik Heel onbelangrijk

Enigszins onbelangrijk

Enigszins belangrijk

Neutraal

Heel belangrijk

dat ik op gepaste wijze door het personeel wordt geholpen. dat het personeel vriendelijk is. dat het personeel kennis van zaken heeft. 2. Als ik een online winkel bezoek dan wil ik Heel onbelangrijk



Neutraal

Heel belangrijk

dat de winkel een uniek soort winkel is. dat de winkel een uniek assortiment producten aanbiedt. dat de winkel beschikt over de nieuwste mode en producten. 3. Als ik een online winkel bezoek dan wil ik Heel onbelangrijk



Neutraal

Heel belangrijk

dat de winkel een uitgebreid assortiment heeft. dat ik gemakkelijk verschillende soorten winkels kan bezoeken. dat de winkel verschillende categorieën producten aanbiedt. 4. Als ik een online winkel bezoek dan wil ik Heel onbelangrijk



Neutraal

Heel belangrijk

dat alles duidelijk en overzichtelijk is. dat ik makkelijk mijn weg kan vinden in de winkel. 5. Als ik een online winkel bezoek dan wil ik Heel onbelangrijk


Neutraal


Heel belangrijk

dat de winkel gemakkelijk te vinden is. dat de winkel veel producten op voorraad heeft. dat er goede hulp geboden wordt door de winkel. dat ik gemakkelijk producten kan retourneren. 6. Als ik een online winkel bezoek dan wil ik Heel onbelangrijk


Neutraal


Heel belangrijk

dat het winkelen niet teveel tijd kost. dat ik altijd bij de winkel terecht kan. dat ik snel geholpen wordt door de winkel. 7. Als ik een online winkel bezoek dan wil ik Heel onbelangrijk



Neutraal

Heel belangrijk

dat de winkel duidelijk is over wie ze zijn en wat ze doen. dat de winkel veilig voelt. 8. Als ik een online winkel bezoek dan wil ik Heel onbelangrijk


Neutraal


Heel belangrijk

dat de winkel een prettige sfeer heeft. dat de winkel er mooi uitziet. dat er prettige muziek in de winkel wordt afgespeeld. dat de winkel zijn producten aantrekkelijk presenteert. 9. Als ik een online winkel bezoek dan wil ik Heel onbelangrijk


Neutraal


Heel belangrijk

dat de winkel gezellig is. dat ik tijdens het winkelen contact heb met andere mensen. 10. Als ik een online winkel bezoek dan wil ik Heel onbelangrijk


Neutraal


Heel belangrijk

dat de prijs voor producten laag is. dat ik gemakkelijk prijzen kan vergelijken. dat ik winkels in verschillende prijsklassen kan bezoeken.

96


APPENDICES

05. Ervaringen met "gewone" winkels

Ervaringen met "gewone" winkels De volgende vragen gaan over uw ervaringen met "gewone winkels". Hiermee worden dus winkels, winkelcentra, woonboulevards en dergelijke bedoeld. 1. Bezoekt u wel eens "gewone" winkels? Ja Nee 2. Hoe vaak bezoekt u gemiddeld per maand de supermarkt? 0-1 keer 2-4 keer 5-10 keer 11-20 keer 21-30 keer meer dan 30 keer 3. Hoe vaak gaat u gemiddeld per maand winkelen? (in "gewone" winkels, supermarkten uitgezonderd) 0-1 keer 2-4 keer 5-7 keer meer dan 7 keer 4. Oriënteert u zich vooraf op uw aankoop in gewone winkels? nooit zelden soms vaak altijd

97


APPENDICES

06. "Gewoon" winkelen

"Gewoon" winkelen De volgende vragen gaan over de redenen waarom consumenten "gewoon" winkelen. Hiermee wordt bedoelt: de momenten dat u een winkel of een winkelcentrum bezoekt. Er worden steeds verschillende stellingen genoemd die allen beginnen met: "Ik ga graag een winkel/winkelcentrum bezoeken wanneer...". Vragen in deze en de volgende sectie komen u wellicht bekend voor, omdat u deze al heeft ingevuld voor online winkelen. Omdat het echter gaat om een vergelijkend onderzoek is het verzoek of u deze vragen nogmaals wilt invullen voor "gewone" winkels en winkelcentra. Geeft u alstublieft bij iedere stelling aan in welke mate u het eens of oneens bent met de stelling. 1. Ik ga graag een winkel/winkelcentrum bezoeken wanneer: Geheel mee oneens


Enigszins mee eens

Neutraal

Geheel mee eens

ik wil genieten van het winkelen. ik veel plezier wil hebben. ik wil genieten van een prettige omgeving. 2. Ik ga graag een winkel/winkelcentrum bezoeken wanneer: Geheel mee oneens


Enigszins mee eens

Neutraal

Geheel mee eens

ik op zoek ben naar de laagste prijs voor een product. ik producten wil kopen in de aanbieding. ik op zoek ben naar speciale uitverkopen. 3. Ik ga graag een winkel/winkelcentrum bezoeken wanneer: Geheel mee oneens


Enigszins mee eens

Neutraal

Geheel mee eens

ik op zoek ben naar geschenken voor anderen. ik mijzelf wil profileren als goede vader, vriend, broer, familielid etc. ik een relatie wil verbeteren door voor iemand cadeaus te kopen. 4. Ik ga graag een winkel/winkelcentrum bezoeken wanneer: Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

ik met vrienden, kennissen of familie een leuke tijd wil doorbrengen. ik een verkoper beter wil leren kennen. ik de gezelligheid met andere mensen wil beleven tijdens het winkelen. 5. Ik ga graag een winkel/winkelcentrum bezoeken wanneer: Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

Geheel mee oneens


Neutraal

Enigszins mee eens

ik door te winkelen mijzelf wil belonen. ik door te winkelen mijn stress probeer te verlagen. ik door te winkelen probeer gelukkig te worden. 6. Ik ga graag een winkel/winkelcentrum bezoeken wanneer: Geheel mee eens

ik meer informatie wil verzamelen over een bepaald product. ik op zoek ben naar informatie over wat ik het beste kan kopen. ik wil weten wat de eigenschappen van een bepaald product zijn. 7. Ik ga graag een winkel/winkelcentrum bezoeken wanneer: Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

ik op zoek ben naar inspiratie. ik ideeën wil opdoen voor de besteding van mijn geld. ik de nieuwste producten of mode wil bekijken. 8. Ik ga graag een winkel/winkelcentrum bezoeken wanneer: Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

ik op zo efficiënt mogelijke wijze een product wil kopen. ik één of meerdere specifieke producten nodig heb. ik zoveel mogelijk moeite wil besparen bij het doen van een aankoop.

98


APPENDICES

07. Over winkels en winkelcentra

Winkels en winkelcentra De volgende vragen gaan over factoren die consumenten belangrijk vinden tijdens het winkelen. Hiermee wordt bedoelt: de momenten dat u een winkel of winkelcentrum bezoekt. Er worden steeds verschillende stellingen genoemd die allen beginnen met: "Als ik een gewone winkel of een winkelcentrum bezoek dan wil ik....". Geeft u alstublieft bij iedere stelling aan in welke mate u de stelling belangrijk of onbelangrijk vindt. 1. Als ik een "gewone" winkel of een winkelcentrum bezoek dan wil ik Heel onbelangrijk



Neutraal

Heel belangrijk

dat ik op gepaste wijze door het personeel wordt geholpen. dat het personeel vriendelijk is. dat het personeel kennis van zaken heeft. 2. Als ik een "gewone" winkel of een winkelcentrum bezoek dan wil ik Heel onbelangrijk



Neutraal

Heel belangrijk

dat de winkel een uniek soort winkel is. dat de winkel een uniek assortiment producten aanbiedt. dat de winkel beschikt over de nieuwste mode en producten. 3. Als ik een "gewone" winkel of een winkelcentrum bezoek dan wil ik Heel onbelangrijk



Neutraal

Heel belangrijk

dat de winkel een uitgebreid assortiment heeft. dat ik gemakkelijk verschillende soorten winkels kan bezoeken. dat de winkel verschillende categorieën producten aanbiedt. 4. Als ik een "gewone" winkel of een winkelcentrum bezoek dan wil ik Heel onbelangrijk



Neutraal

Heel belangrijk

dat alles duidelijk en overzichtelijk is. dat ik makkelijk mijn weg kan vinden in de winkel. 5. Als ik een "gewone" winkel of een winkelcentrum bezoek dan wil ik Heel onbelangrijk


Neutraal


Heel belangrijk

dat de winkel gemakkelijk te bereiken is. dat de winkel veel producten op voorraad heeft. dat er goede hulp geboden wordt door de winkel. dat ik gemakkelijk producten kan retourneren. 6. Als ik een "gewone" winkel of een winkelcentrum bezoek dan wil ik Heel onbelangrijk


Neutraal


Heel belangrijk

dat het winkelen niet teveel tijd kost. dat ik altijd bij de winkel terecht kan. dat ik snel geholpen wordt door de winkel. 7. Als ik een "gewone" winkel of een winkelcentrum bezoek dan wil ik Heel onbelangrijk



Neutraal

Heel belangrijk

dat de winkel duidelijk is over wie ze zijn en wat ze doen. dat de winkel veilig voelt. 8. Als ik een "gewone" winkel of een winkelcentrum bezoek dan wil ik Heel onbelangrijk


Neutraal


Heel belangrijk

dat de winkel een prettige sfeer heeft. dat de winkel er mooi uitziet. dat er prettige muziek in de winkel wordt afgespeeld. dat de winkel zijn producten aantrekkelijk presenteert. 9. Als ik een "gewone" winkel of een winkelcentrum bezoek dan wil ik Heel onbelangrijk


Neutraal


Heel belangrijk

dat de winkel gezellig is. dat ik tijdens het winkelen contact heb met andere mensen. 10. Als ik een "gewone" winkel of een winkelcentrum bezoek dan wil ik Heel onbelangrijk


Neutraal


Heel belangrijk

dat de prijs voor producten laag is. dat ik gemakkelijk prijzen kan vergelijken. dat ik winkels in verschillende prijsklassen kan bezoeken.

99


APPENDICES

08. Familie en vrienden over online winkelen

Mensen in uw omgeving

(deel 1)

De volgende vragen gaan over wat mensen in uw omgeving vertellen en hoe ze denken over winkelen. Eerst met betrekking tot online winkelen en op de volgende pagina zullen deze vragen gesteld worden met betrekking tot "gewoon" winkelen. Met mensen in uw omgeving wordt bedoeld: familie, vrienden, kennissen, collega's etc. Geeft u alstublieft bij iedere stelling aan in welke mate u het eens of oneens bent met de stelling. 1. Online winkelen. Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

Ik gebruik vooral online winkels die mensen in mijn omgeving ook gebruiken. Als mensen in mijn omgeving mij aanraden om bepaalde online winkels te gebruiken luister ik daar meestal naar. 2. Online winkelen. Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

In mijn omgeving wijzen veel mensen mij op de voordelen van online winkelen. Mensen in mijn omgeving hebben prettige ervaringen met online winkelen. Ik word door mensen in mijn omgeving aangemoedigd om online winkels te gebruiken.

09. Familie en vrienden over "gewoon" winkelen

Mensen in uw omgeving

(deel 2)

De volgende vragen gaan over wat mensen in uw omgeving vertellen en hoe ze denken over "gewoon" winkelen. Met mensen in uw omgeving wordt bedoeld: familie, vrienden, kennissen, collega's etc. Geeft u alstublieft bij iedere stelling aan in welke mate u het eens of oneens bent met de stelling. 1. "Gewoon" winkelen. Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

Ik ga vooral naar winkels en winkelcentra die mensen in mijn omgeving ook gebruiken. Als mensen in mijn omgeving mij aanraden om naar bepaalde winkels of winkelcentra te gaan luister ik daar meestal naar. 2. "Gewoon" winkelen. Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

In mijn omgeving wijzen veel mensen mij op de voordelen van het winkelen in winkels en winkelcentra. Mensen in mijn omgeving hebben prettige ervaringen met het winkelen in winkels en winkelcentra. Ik word door mensen in mijn omgeving aangemoedigd om te gaan winkelen in winkels en winkelcentra.

10. Toekomstige intenties voor het winkelen

Toekomstige intenties voor het winkelen De volgende vragen gaan over hoe u in de toekomst van plan bent om te gaan winkelen. De eerste vraag gaat over hoe u van plan bent om online te gaan winkelen, de tweede vraag gaat over hoe u van plan bent om "gewoon" te gaan winkelen in de toekomst. Geeft u alstublieft bij iedere stelling aan in welke mate u het eens of oneens bent met de stelling. 1. Toekomstige intenties online winkelen. Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

Ik ben van plan voortaan voornamelijk online winkels te bezoeken. Ik zal in de toekomst vooral vaker gaan winkelen in online winkels dan in gewone winkels. Online winkels bieden voor mij het beste alternatief om te gaan winkelen ten opzichte van gewone winkels. 2. Toekomstige intenties "gewoon" winkelen.

Ik ben van plan voortaan voornamelijk "gewone" winkels te bezoeken. Ik zal in de toekomst vooral vaker gaan winkelen in "gewone" winkels dan in online winkels. "Gewone" winkels bieden voor mij het beste alternatief om te gaan winkelen ten opzichte van online winkels.

100


APPENDICES

12. Sociale aspecten

Sociale omgang Naast vragen die gaan over het winkelen zouden we graag wat vragen willen stellen over hoe u in het dagelijks leven omgaat met andere mensen, zodat de resultaten van het onderzoek vergeleken kunnen worden met de sociale omgang tussen mensen. De volgende vragen bestaan wederom uit stellingen. Geeft u alstublief bij iedere stelling aan in welke mate u het eens of oneens bent met de stelling. 1. Vrienden en familie. Geheel mee oneens


Neutraal

Enigszins mee eens

Geheel mee eens

Ik heb veel vrienden. Ik ga vaak met vrienden/familie op pad. Ik ontmoet mijn vrienden/familie vaak. 2. De volgende vraag gaat over de manier waarop u het liefst contact heeft met vrienden. Hieronder vindt u vier manieren die u kunt gebruiken om contact op te nemen met vrienden en kennissen. Rangschik de antwoorden naar uw voorkeur, waarin 1 het antwoord is dat u het prettigst vindt en 4 het antwoord is dat u het minst prettig vindt. U kunt onderstaande antwoorden rangschikken door ze te verslepen naar een van de vakjes. 1

2

3

4

SMS WhatsApp E-mail Bellen 13. Algemeen

Algemeen 1. Wat is uw leeftijd? 2. Wat is uw geslacht? Man Vrouw 3. Wat is uw huidige woonplaats? 4. Wat is uw geboorteplaats? 5. Wat is de fietsafstand tot het dichtsbijzijnde winkelcentrum in minuten? 6. Wat is uw verzamelinkomen? €0 - €15.000 € 15.001 - € 25.000 € 25.001 - € 35.000 € 35.001 - € 45.000 € 45.001 - € 60.000 € 60.001 - € 85.000 € 85.001 - € 125.000 Meer dan € 125.000 Geen antwoord Als u kans wilt maken op een waardebon voor de online winkel bol.com verzoeken wij u hieronder uw emailadres in te vullen. Vult u eveneens uw e-mailadres in als u op de hoogte gehouden wilt worden over de conclusies van dit onderzoek. 7. Ik maak graag kans op het winnen van een waardebon bij bol.com t.w.v. €50,-: Ja Nee 8. Ik word graag op de hoogte gehouden over de conclusies van dit onderzoek: Ja Nee 9. Uw emailadres: 10. Heeft u nog vragen of opmerkingen, dan kunt u die hieronder invullen.

101


APPENDICES

Afsluitende pagina

Hartelijk bedankt voor uw medewerking! Voor vragen en opmerkingen kunt u mailen naar: [email protected]

102


APPENDICES

A COMPARISON OF ONLINE AND OFFLINE SHOPPING BEHAVIOUR

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