Tillmann Wagner

Shopping motivation revised: a means‐end chain analytical perspective

Purpose – Shopping motivation is one of the key constructs of research on shopping behavior and exhibits a high relevance for formulating retail marketing strategies. Previous studies of shopping behavior as well as research in the areas of psychology and organizational behavior point towards a need to investigate the hierarchical nature of shopping motivation. The present study intends to take the first steps towards the development of a hierarchical theory of shopping motivation.Design/methodology/approach – Means‐end chain theory is adopted to explore the hierarchical nature of shopping motivation. A total of 40 in‐depths interviews with apparel shoppers were conducted using the laddering technique. Results are depicted in three hierarchical value maps.Findings – Evidence is provided relating to the social, experiential, and utilitarian aspects of shopping as represented by four dominant motivational patterns referring to the issues of shopping pleasure, frictionless shopping, value seeking, and qualit...

Rock on! An elementary model of customer satisfaction with musical performances

Local and regional entertainers typically perform without a star performer or national recognition. These performers are often an incidental backdrop for the festivities. Is audience satisfaction with the group more than a summation of the satisfaction with individual performers; do factors surrounding the performance aid in determining audience satisfaction? Answers to these questions may allow event planners to engage performers likely to increase event success. This paper develops a model of audience satisfaction with live performances, which began using a theory developed by Grove et al. in 1992. This theory was modified as a result of further conceptualization, qualitative data analysis, and survey results. Results suggest consumers judge performances as the sum of several components, including both elements of the performance and the setting.

Project management in retailing: integrating the behavioral dimension

The retail environment is globalizing, requiring high levels of consistent experimentation. Project management can be used to help retailers test new ideas and implement the most successful ones. Unfortunately, project management in the retail setting often delivers unsatisfactory results. Project management has traditionally focused on conventional planning tasks. The people dimension is often overlooked as a key to project management success. However, human behavior is particularly important in the retail setting, where projects are generally focused on testing new concepts, increasing collaboration, and implementing new technologies. This research examines the role of the behavioral dimension in retail project management and supports the view that the behavioral dimension is central to retail project management success.

Barriers to Online Shopping in Switzerland

Abstract Despite the collapse of the so-called digital economy, the Internet has developed into an established channel of distribution. Although Internet usage continues to grow at a significant pace, online retail sales of products and services lag behind considerably. This paper focuses on the underlying motivational factors that inhibit consumers from online purchasing, based on a review of current literature and the empirical findings of a survey among Internet users in Switzerland. Four distinct barriers to online shopping that exist between buying and non-buying Internet users were identified. Implications for the marketing management of online shopping channels are derived.

Satisfaction in International Marketing Channels

Abstract International marketing channels become more important every day. Channel member satisfaction is a key characteristic of healthy channel relationships. However, limited knowledge exists regarding satisfaction in international marketing channels. The present research involves a European context and investigates channel member satisfaction in international relationships and its consequences from the perspective of local channel members. Study I adopts a qualitative approach to establish a conceptualization of satisfaction. Study II tests a conceptual model based on a sample of 236 wholesalers involved in the international distribution of industrial goods. Empirical evidence supports (1) a seven-factor conceptualization of satisfaction, (2) main effects relating satisfaction to conflict, trust, and commitment in international channel relationships, (3) and partial moderating influence of two contextual variables, namely, competitive intensity and output control.

Cheers! A Means‐End Chain Analysis of College Students’ Bar‐Choice Motivations

Abstract Drinking alcohol is a major activity among college students. Most of the research on this subject has focused on students’ motivations for excessive drinking and the associated public health concerns. Little research has investigated the leisure context in which students drink alcohol, specifically, why students choose to drink in particular bars. The present study uses a means‐end chain methodology to explore students’ motivation for selecting bars in which they drink. Depth interviews with 36 college students reveal the attributes of a bar that are most important to them, as well as the anticipated consequences and underlying personal values that motivate the preference for these attributes.

Preisimage-Politik im Handel

Im deutschsprachigen Markt stellen extrem preissensible Kunden nationale und internationale Handelsunternehmen vor grose Herausforderungen. Der Preis bestimmt masgeblich die Wahl einer Einkaufsstatte und hat im Wettbewerb zwischen konkurrierenden Handlern mittlerweile eine Vormachtstellung eingenommen (vgl. Michael et al., 2002, S. 7 ff.). Ein Ende dieser Entwicklung ist nicht abzusehen, zumal neben dem gewohnt preisorientierten Nachfrageverhalten niedriger Einkommensschichten eine neue und Verbrauchersegment ubergreifende Cleverness beim Einkaufsverhalten zutage tritt. Der preisorientierte Einkauf hat sich langst zum Massenphanomen entwickelt und beschrankt sich nicht mehr nur auf Vertreter der einkommensschwachen Bevolkerungsschichten (vgl. Horx/Wohlgensinger, 2001, S. 31). War der Einkauf bei Billiganbietern vor einigen Jahren noch in weiten Teilen der Bevolkerung verpont, so haben sich die Einkaufstuten vieler Discounter heute bis hin zum Statussymbol entwickelt.