WHAT IS THE SHOPPERS' PERCEPTION OF MULTILOCATION? A FIRST MEASUREMENT
Résumé
The paper proposes a measure of the perception of multilocation in order to examine its
potential impact on the shoppers’ attitudes. Indeed, numbers of brands choose to exploit
several stores within a reduced shopping area in order to ensure their development.
Researches in retailing have tackled the issue of multilocation from the retailers’ perspective,
but there is no research from the consumers’ perspective. Not being “customer centric”,
measuring the impact of multilocation on shopping behaviors can produce better outcomes for
the firm and for the consumer.
To measure the shoppers’ perception of multilocation, a new scale was created. The main
result of our research is that shoppers’ perception of multilocation is not a positive and simple
construct. Faced with a standardization of shopping areas and homogeneous streets, shoppers
may also develop a negative attitude.
Domaines
Gestion et managementOrigine | Fichiers produits par l'(les) auteur(s) |
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