Involvement and the tourist shopper: Using the involvement construct to segment the American tourist shopper at the mall

Bharath M. Josiam · Tammy R. Kinley · Youn‐Kyung Kim

137 citations0/0 files storedJournal Of Vacation Marketing

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Consumer Retail Behavior Studies Diverse Aspects of Tourism Research Consumer Behavior and Marketing Influence

Abstract

There is great interest in understanding the complex behaviors of consumers. One facet of consumer behavior is the ‘involvement’ construct. Involvement is a person’s perceived relevance of the object based on inherent needs, values, and interests. There is a plethora of shopping malls all over the US. Major metropolitan cities are over-malled! Despite the abundance of malls close to their residence, American travelers shop at comparable malls while tourists in another city. There exists a gap in the literature about this phenomenon. This study surveyed 485 tourist shoppers residing in metropolitan areas to address this gap. It examined the interplay of their shopping involvement with demographics, push motivators, pull motivators, shopper-tourist cluster typologies, and the amount of time and money spent shopping while on a trip. This study created a profile of tourists based on their level of shopping involvement. It segmented them into high-, medium-, or low-involvement tourist shoppers. The more highly involved tourist shoppers were female and had limited formal education. Further, they indicated they were more interested in shopping than in many other activities. Involvement levels were consistently associated with both push and pull factors in a hierarchical manner. Respondents strongly motivated to shop by push and pull factors were consistently found to be highly involved tourist shoppers. Involvement was a significant predictor of overall satisfaction with a shopping center. Involvement levels were significantly linked to tourist-shopper cluster typologies. High-involvement tourist shoppers were significantly more likely to have saved for shopping on their trip. However, involvement was not found to be a predictor of time or money spent on shopping while on a trip.

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References

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