Conceptualizing a path-to-purchase framework and exploring its role in shopper segmentation (original) (raw)

Purpose -The purpose of this paper is to explore a conceptualization of shopper as behaviourally distinct from consumer. The authors seek to identify elements foundational to shopper behaviour, using insights from the extant literature. A path-to-purchase framework is proposed, and tested. The framework is further explored as a method for improving shopper segmentation. Design/methodology/approach -Over 308 articles associated with the shopper are examined using a bibliometric methodology. The literature review provides the foundation for a path-to-purchase (PtP) framework. An experimental design online study is undertaken to validate the framework. Structural equation modelling is used to analyse the data. Moderation testing of importance in the model is explored. Findings -The findings reveal five stages through which shoppers' progress in pursuit of purchase resolution. The exploratory study reveals the positive influence of each stage one on another. Additionally, shopper perception of the importance of the recipient and the occasion moderate relationships associated with purchase outcomes.