دریافت ترجمه مقاله بررسي انگيزه هاي خريداران وفادار به فروشگاه در مقیاس های جايگزين وفاداري رفتاري

Abstract

This study establishes a theoretical framework and provides empirical evidence related to the motivations and benefits sought by store-loyal customers. From a theoretical perspective, the proposed framework distinguishes utilitarian benefits, such as monetary and time savings, from hedonic benefits, such as shopping enjoyment, innovativeness and impulsiveness. From a methodological perspective, this study suggests the appeal of considering different measures of store-loyal behaviour, particularly those based on consumers’ self-assessments, as alternatives to measures based on solely on their budget allocations. The empirical findings indicate moderate consistency between these measures; self-assessment measures are more closely related to consumers’ motivational profiles. They also indicate the greater explanatory power of motivational variables compared with socio-demographic variables for characterising store-loyal buyers. Finally, store-loyal buyers’ general profile is less price sensitive, more time and service sensitive, less concerned about entertainment and new experiences, more likely to feature planning and more brand loyal.

KEYWORDS
Buyer profile;
Store loyalty;
Motivations;
Benefits sought;
Budget allocation;
Self-assessment