The authors propose that consumers’ shopping styles influence online perceived benefits and risks in online shopping. An empirical test of the models provide support for the majority of the hypothesized relationships and a better understanding of the effects of consumers’ shopping on perceived benefits and risks in online shopping.

How stable are shopping styles of women and men across cultures? To find out, the authors develop a new scale that reliably measures differences between male and female shopping styles and is stable across cultures. They develop a conceptual model and hypotheses to test whether observed differences in gender shopping styles are likely to be innate or arise from socialization. Through a survey of consumers in seven countries, they show that males and females are evolutionary predisposed to have different shopping styles. Counter to social structural theory, the observed differences in shopping style between females and males are greater in low-context cultures (higher gender equality countries) than in high-context cultures (lower gender equality countries). Empathizing—the ability to tune into another person’s thoughts and feelings—mediates shopping style more for female shoppers; systemizing—the degree to which an individual possesses spatial skills—mediates shopping style more for male shoppers. Therefore, retail segmentation between females and males appears to be of more managerial relevance than segmentation between cultures. Other managerial implications are also discussed.

In 2005, Asia Pacific had the largest percentage of recreational shoppers in the world, while at the same time, Indonesia achieved the highest percentage for recreational shopping in Asia Pacific. (AC Nielsen, 2006). Shopping malls in Indonesia are growing rapidly and have currently increased in size, theme and location, and in the number of different types of shops. Given the rapid growth of malls, mall managers and retailers face the challenge to develop new strategies to survive in this highly competitive market. To gain greater insight into the relationship between shoppers and retailers, our aim is to explore shoppers’ behavior during their visit to the mall, specifically with respect to the type of shops visited. We will identify different shopping patterns and their characteristics based on 171 unobtrusive observations of shoppers using hierarchical clustering analysis. The results indicate that four shopping styles can be identified: fashion shoppers, basic shoppers, social shoppers, and entertainment seekers. Our results enhance an understanding of shopping styles. Mall managers and retailers could use this knowledge to decide the appropriate retail mix in the mall.

본 연구는 온라인 쇼핑상황에서 소비자 구매의도를 촉진하는데 보다 효과적인 메시지 구성을 파악함으로써 관련 분야에 이 론적 및 실무적 시사점을 제공하기 위한 것이다. 희소성과 메시지 프레이밍이 제품태도와 구매의도에 미치는 영향에 있어 과거 온라인 쇼핑에서 불만족 경험 유무에 따른 조절효과를 분석하였다. 연구문제 해결을 위해 실험물을 제작하고 부산지 역 200명의 대학생을 대상으로 설문조사를 실시하였다. 실험물은 2(희소성 메시지 유/무)×2(프레이밍 메시지 긍정/부정) 단순 요인설계 실험방식을 사용하였고, 분석기법으로는 ANOVA가 사용되었다. 분석결과, 희소성 메시지가 제품태도와 구 매의도에 미치는 영향에서 부정경험의 조절효과는 유의한 것으로 나타났다. 뿐만 아니라, 메시지 프레이밍이 제품태도와 구매의도에 미치는 영향에서 부정경험의 조절효과 또한 유의한 것으로 나타났다. 본 연구의 결론에서는 연구결과에 따른 시사점과 한계점을 논의하고 향후 연구에 대한 방향을 제시하였다.