The Value of Shopping Channels and the Relationship with Social Exclusion and Perceived Well-Being: An Abstract
This paper examines the impact of social exclusion (caused by reduced mobility/disability) on consumers’ choices of retail channels. Socially excluded consumers experience difficulties in accessing stores and may select electronic channels in order to alleviate the consequences of social exclusion and improve their wellbeing. We examined the interrelationships between, social exclusion, attitude, social norms, intentions to use a specific retail channel, perceived value, and the perceived contribution to wellbeing of three shopping channels, namely, computer, mobile phone, and the mall.
Data collected in the United States from 1368 participants via an online survey suggests that for the computer channel, social exclusion has a positive effect on the importance of social norms which subsequently positively affect attitude towards shopping online using a computer. Attitude positively affects intentions towards using this shopping channel. Social exclusion, attitude, social norms, and intentions of shopping online using a computer positively affect the perceived hedonic value from this channel. Finally, perceived social exclusion, social norms, and perceived hedonic value also have a significant positive effect on the contribution of this shopping channel on wellbeing.
Social exclusion has a positive effect on the importance of social norms when considering shopping online using a mobile phone. Social norms also have a positive effect on attitude towards shopping online using a mobile phone. Social exclusion, attitude, and social norms also positively influence the intentions of shopping online via a mobile phone. Attitude, social norms, and intentions all have positive effects on the perceived hedonic value. Finally, perceived social exclusion, social norms intentions, and the perceived hedonic value have a positive effect on the perceived contribution of the channel on an individual’s wellbeing.
Regarding shopping at the mall, feeling socially excluded has a positive effect on the importance of social norms, which positively influence attitude towards shopping via this channel. Attitude positively influences intentions to shop in store. The perceived hedonic value of shopping at the mall is influenced by social exclusion, social norms, attitude, and intentions. In addition, the perceived social exclusion, social norms, and the anticipated hedonic value from shopping at the mall positively influence the perceived contribution of the channel to an individual’s wellbeing.
Our key contribution is that people who consider themselves to be socially excluded have greater intentions to shop via mobile phone and those intentions lead to greater channel contribution to wellbeing, relationships that are not apparent for the other two channels.