Abstract
Abstract The purpose of this study was to classify retail shoppers based on utilitarian and hedonic shopping orientations, and to profile the shopper groups in terms of demographic characteristics and shopping outcomes. The data for this study were collected via online survey in the United States. Confirmatory factor analysis (CFA) was conducted to test the measurement model of shopping orientations. A cluster analysis identified groups of retail store shoppers (n=987) based on shopping orientations. Using Ward's method in hierarchical clustering procedure, clusters were formed based on five shopping orientations (aesthetic, shopping enjoyment, convenience seeking, sale proneness, and smart shopping). Then, the K-means clustering procedure with the initial seeds provided by the hierarchical analysis solution obtained final clusters. The final clusters were evaluated and compared in terms of demographic characteristics and shopping outcomes. Chi-square analysis compared demographic characteristics (gender,...
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