A Study of the Impact of Shopping Orientation on the Perception-Value-Satisfaction Links During an Electronic Catalog Visit

Abstract

Consumer satisfaction with online retailing has been recently investigated (Szymanski and Hise, 2000; Zeithaml, Parasuraman and Malhotra, 2002). However, althought consumer situation shape consumer responses to the traditional or online shopping environment (Bloch, Sherrell and Ridgway, 1986; Bloch, Ridgway and Sherrell, 1989; Hoffman and Novak, 1996; Hammond, McWilliam and Diaz, 1998), few studies consider its role in the online satisfaction process. Based on previous researches, two shopping orientations have been defined here: a “shopping as work” orientation (“the consumer considers the visit ahead more as a job that has to be done and is oriented toward an efficient experience that accomplishes the job”) and a “shopping as recreation” orientation (“the consumer considers the visit ahead as being potentially pleasant and expects to gain gratification from the process itself”).