Article2010

Factors contributing to rural consumers' inshopping behavior

31 citations0/0 files storedMarketing Intelligence & Planning

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Consumer Retail Behavior Studies Consumer Market Behavior and Pricing Consumer Behavior in Brand Consumption and Identification

Abstract

Purpose The purpose of this paper is to examine how shopping behavior of rural consumers is affected by perceptions of local retailers' social norm‐based activities and task‐oriented actions, and social capital within the community. Design/methodology/approach A mail survey is distributed using a modification of Dillman's method; 524 usable surveys are collected. Multi‐group analysis in structural equation modeling is employed for the data analysis. Findings The findings of the paper reveal significant relationships between institutional action and legitimacy, legitimacy and support, and value and support. The moderating effect of social capital on the relationships between institutional action and legitimacy, legitimacy and support, and value and support are significant. Research limitations/implications This paper extends previous research by including both social environmental factors (social capital), and retailers' social actions in explaining consumer support. Limitations of the research design are discussed and directions for future research are suggested. Practical implications This research provides rural retailers with ideas for marketing solutions that use socio‐norm related (i.e. institutional action) and task‐oriented (i.e. performative action) factors to attract local shoppers. Originality/value This research adds to the current stream of rural research by integrating institutional theory and social capital theory to propose a conceptual framework. This research is significant as the study results provide implications to rural retailers and further to the community, as the sustainability of the rural sector is closely related to the well‐being of the entire community.

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References

1988Structural equation modeling in practice: A review and recommended two-step approach.1988Social Capital in the Creation of Human Capital 1988On the Evaluation of Structural Equation Models 2000Social Capital in the Creation of Human Capital 1995Managing Legitimacy: Strategic and Institutional Approaches 1990Foundations of social theory 1993Making democracy work: civic traditions in modern Italy 1995Bowling Alone: America's Declining Social Capital

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