Outshopping behaviour: an explanation of behaviour by shopper segment using structural equation modelling

Abstract

Outshopping is defined as the purchase of goods by consumers outside their local shopping area. Structural equation modelling was applied to the data to confirm relationships previously reported in the literature and relationships established through causal path method. Anticipated linkages explaining outshopping behaviour by shopper segment are argued from shopper segment descriptors, and separate models of outshopping behaviour presenting different causal explanations are tested for each segment. While outshopping behaviour for the total sample is explained through a model containing several constructs, multiple variables and direct and indirect paths, when outshopping behaviour is examined by shopper segment, different patterns emerge. Aspects important to specific shopper groups dominate their evaluation of a specific shopping area, and this evaluation contributes directly and, for some shopper segments indirectly, to outshopping through trading area commitment. A segmentation approach to understanding outshopping behaviour provides shopping centre managers with information to support retail strategy development.