Proceedings | Marketing area | Year 2011 | |
Comparative Analysis Of High/Low Patronage Intention And Heavy/Light Spenders On Usage Of Information Sourcesby Sarinya Laisawat; Jaratchwahn Jantarat; Randall Shannon | |
6th Asia Pacific Retail Conference in
Oxford University, UK September 2011 |
AbstractWhile increased attention to information sources has been recognized in consumer studies; limited researches have been focused on the usage of information sources by profitable consumer segments, such as those with high patronage intention and heavy buyers. This study attempts to examine the differences of information source usage between high versus low patronage intention and heavy versus light spenders. The findings show significant differences in all dimensions of information obtained for both high and low patronage intention. Similar to spending behavior, almost all information sources (i.e., personal sources, mass media source and contextual source) show significant different between the two groups of fashion shoppers. However, internet information source is the only dimension that does not show a significant difference between heavy and light spenders. Implications and directions for future research are suggested for marketing practitioners and consumer researchers.
Keywords: Information sources, patronage intention, spending behavior, fashion shopping |