Please use this identifier to cite or link to this item: https://hdl.handle.net/10419/317416 
Year of Publication: 
2020
Citation: 
[Journal:] Journal of Business Economics and Management (JBEM) [ISSN:] 2029-4433 [Volume:] 21 [Issue:] 3 [Year:] 2020 [Pages:] 679-705
Publisher: 
Vilnius Gediminas Technical University, Vilnius
Abstract: 
The purpose of this article is to provide a robust and consistent cross-country measurement of the smart-shopper self-concept. Drawing on existing single-country studies, our work extends research by validating a pioneer cross-country scale that measures the smart-shopping mechanism in a holistic manner. Survey data were collected from 1,233 shoppers from six different Western countries. Cross-country equivalence was assessed using multigroup confirmatory factor analysis using configural, metric, and factor variance invariance tests. The results indicate that the smart-shopper self-concept is a second-order construct comprising two dimensions: smartshopper-attributed behavior and smart-shopper feelings. Our findings also reveal that consumers in the different countries exhibit different degrees of smart-shopper self-concept and differ in their perceptions of the affective and behavioral responses generated during a smart purchase process. Marketing practitioners looking to target smart shoppers across multiple countries could build on the findings of this study to develop effective international segmentation and positioning strategies.
Subjects: 
smart shopping
smart shopper
cross-country
measurement invariance
scale development
self-concept
feeling
behavior
JEL: 
M30
M31
M16
F23
Persistent Identifier of the first edition: 
Creative Commons License: 
cc-by Logo
Document Type: 
Article

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