Apparel shopping orientation : two decades of research

Visser, Elizabeth ; Du Preez, Ronel (2001)

CITATION: Visser, E.M. & Du Preez, R. 2001. Apparel shopping orientation: Two decades of research. Journal of Family Ecology and Consumer Sciences, 29: 72-81, doi:org/10.4314/jfecs.v29i1.52817.

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Shopping orientation is a complex and multidimensional concept. Defining shopping orientation is extremely difficult, due to numerous interrelated variables. Although the concept shopping orientation is described by researchers from various perspectives, certain major variables (or concepts) are repeated in the different descriptions. Stone (1954) introduced the concept shopping orientation. He referred to shopping lifestyles or shoppers’ styles that place emphasis on certain activities in particular. Other researchers added to this definition by pointing out that shopping-specific lifestyles encompass shopping activities, interests, and opinions. The definitions of shopping orientation reflect a view of shopping as a complex personal, economic, social and recreational phenomenon (Darden & Howell, 1987; Hawkins et al, 1989:641; Kwon et al, 1991; Shim & Bickle, 1994; Shim & Kotsiopulos, 1992a; Shim & Kotsiopulos, 1993; Shim & Mahoney, 1992).

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