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The Relationships between Shopping Styles, Promotion Usage, and Consequential Switching Behaviors  

Lee, Young-Mi (School of Textiles, Yeungnam Univ.)
Park, Kyung-Ae (School of Textiles, Yeungnam Univ.)
Publication Information
Journal of the Korean Home Economics Association / v.41, no.9, 2003 , pp. 93-103 More about this Journal
Abstract
The purpose of this study was to examine the relationships between shopping styles, promotion usage behaviors, and consequential switching behaviors. Specifically, it examined: 1) the effects of shopping styles on promotion usage and switching behaviors; and 2) the effects of promotion usage on switching behaviors. A total of 378 responses collected from a questionnaire survey were analyzed. Multiple regression analyses showed that loyalty, fashion prone, brand prone, brand prone, value prone, and hedonic shopping prone styles among the 7 shopping styles affected promotion usage behaviors, and brand prone, hedonic shopping prone, and price prone styles affected switching behaviors. Also, sales and sweepstakes among the 6 promotion usage behaviors affected switching behaviors.
Keywords
shopping styles; promotion usage; sales promotion; switching behaviors;
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