Proceedings | Marketing area | Year 2015
 

The Mediating Effect of Chronic Stress on Time pressured Consumers and Their Shopping Behaviors.

by Boonying Kongarchapatara; Randall Shannon
  
  CLSG International Conference Series 2015 in Bangkok

Abstract

Consumers are facing an increasingly hectic pace of life, frequently resulting in time pressure stress with their work and family matters. Time pressure stress is considered to be a key factor that consumers regularly encounter, especially among double-income households and people who are experiencing work-related pressure. Literature shows that time pressure usually has effects on the consumer decision making process, including shopping behaviors. When consumers are time-pressured, it is expected that they attempt to accomplish their shopping task as quick and efficient as possible, particularly in the case of food and grocery shopping. One of the ways for making efficient shopping trip for consumers is to shop at the same stores and stay loyal to those preferred choices. This study investigates the association between time pressure stress and shopper behaviors, assessing on their store satisfaction and loyalty with their preferred food and grocery stores. Moreover, this research examines the mediating impact of chronic stress on the relationship between time pressure and shopper behaviors. The result shows that chronic stress is significantly a partial mediator on the two hypothesized relationships. The findings help retailers understand why consumers in the rush world today can eventually be loyal to their shopping places, particularly in the case of food and grocery shopping. Since top retailers are mostly in the food and grocery product sector, such as WalMart (USA), Costco (USA), Carrefour (France), Tesco (UK), or Tesco Lotus, 7-Eleven in Thailand market, this study can, thus, provide them shopper insight of why time-pressured customers are loyal to their stores and retailers can subsequently design and implement superior retailing mix offerings for their shoppers.