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한국복식학회(IJCF) 학술지영문홈페이지
[ Article ]
International Journal of Costume and Fashion - Vol. 24, No. 1, pp.66-75
ISSN: 2233-9051 (Print) 2288-7490 (Online)
Print publication date 30 Jun 2024
Received 20 May 2024 Revised 11 Jun 2024 Accepted 18 Jun 2024
DOI: https://doi.org/10.7233/ijcf.2024.24.1.066

Consumer Mindsets and In-Store Engagement Behaviors across Purchase Journeys

Hyunjoo Oh ; Chorong Youn†
Research Director, David F. Miller Center for Retailing Education and Research, University of Florida, Gainsville, U.S.A.
Assistant Professor, Department of Clothing and Textiles, Pusan National University, Busan, South Korea

Correspondence to: † chorong.youn@pusan.ac.kr

Citation Oh, H., & Youn, C. (2024). Consumer mindsets and in-store engagement behaviors across purchase journeys. International Journal of Costume and Fashion, 24(1), 66-75.

Abstract

Shoppers move through different combinations of online and offline channels in their path-to-purchase journey. This study aims to investigate whether shopper segments by journey type exhibit distinguishable patterns of in-store behaviors due to the different mindsets they deploy during store visits. Study 1 investigates path-to-purchase journeys and identifies three segments of store visitors: offline store-only consumers, webroomers, and showroomers by sequencing all activities involved in sunglasses purchase journeys. Study 2 shows that different mindsets are present depending on the purchase journey. Study 3 demonstrates different patterns of in-store engagement behaviors among the three shopper segments in a shopping task that simulates different sequences of channel usage. The findings in studies 2 and 3 highlight the associations between mindsets and engagement behaviors among the three shopper segments. Our finding on the novel relationship between shopper segments and mindsets suggests that mindset can be a robust segmentation basis that explains both information processing and behavioral patterns in omnichannel environments.

Keywords:

Deliberative mindset, Implemental mindset, Purchase journey, In-store engagement behaviors, Omnichannel retail

Acknowledgments

This work was supported by a 2-Year Research Grant of Pusan National University.

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