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首页> 外文期刊>Baltic Journal of Management >University business students' perceptions of retail shopping behaviour: A Canadian and Estonian comparative study
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University business students' perceptions of retail shopping behaviour: A Canadian and Estonian comparative study

机译：大学商科学生对零售购物行为的看法：加拿大和爱沙尼亚的比较研究

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Purpose – Retail shopping behaviour is one of the major tenets of the retail marketing literature. The purpose of this research is to presents the empirical findings of two quantitative studies of Estonian and Canadian university students' interpretation and perceptions of retail shopping behaviour. Design/methodology/approach – Paper and pencil questionnaires administered in Estonia and Canada. The data was analysed from two perspectives. The first was to determine if the retail service quality construct differed between the two samples, and secondly to use using confirmatory factor analysis, and regression analysis to test a model of shopping behaviour and to make comparisons between the shopping behaviour of university students in the two countries. Findings – The results indicate a level of commonality in retail shopping perceptions, as well as non-trivial differences in how shopping practice in terms of the construct structure, and individual service drivers, should be theorized. The Canadian sample indicated a greater focus on retail service quality perception at the sub-dimension level while the Estonian sample indicated a greater focus on retail service quality at an overall or integrated level. Research limitations/implications – The findings are limited as to the consumer type (university students) selected. This limitation is lessened as the university age sector represents one of the most dynamic and growing segments of the Estonian retail market. Practical implications – Retail sales per capita within Estonia, and the other Baltic states, represents the fastest growing region in the European Union. Thus, there is a need for empirical and academic research that attempts to highlight the transferable (i.e. western) and the solely domestic consumer knowledge that will allow this growth to continue. Caution needs to be taken when simply implementing best retail practices from the West as erroneous conclusions may be drawn. It may not be the practices from the West that are fuelling the retail success, and thus research such as this helps to draw attention to the need to understand the more sustainable localized nature of retail shopping behaviour. Originality/value – This paper represents an initial focus on an unknown area of retailing research.
机译：目的–零售购物行为是零售营销文献的主要宗旨之一。本研究的目的是介绍两项关于爱沙尼亚和加拿大大学生对零售购物行为的解释和看法的定量研究的经验结果。设计/方法/方法–在爱沙尼亚和加拿大管理的纸笔调查表。从两个角度分析了数据。首先是确定两个样本之间的零售服务质量结构是否不同，其次是使用验证性因子分析和回归分析来测试购物行为模型，并比较两个大学生的购物行为国家。研究结果–结果表明，零售购物观念具有一定程度的共通性，并且在理论结构上应该根据理论构造和个人服务驱动因素对购物实践进行非平凡的区别。加拿大样本表明在子维度级别上更加关注零售服务质量感知，而爱沙尼亚样本表明在整体或集成级别上更加关注零售服务质量。研究的局限性/意义–研究结果仅限于所选的消费者类型（大学学生）。随着大学时代的发展成为爱沙尼亚零售市场中最活跃和增长最快的细分市场之一，这一限制得到了缓解。实际意义–爱沙尼亚和波罗的海其他州的人均零售额是欧盟增长最快的地区。因此，需要进行经验和学术研究，以强调可转让的（即西方的）和仅国内消费者的知识，这将使这种增长得以持续。当简单地从西方实施最佳零售做法时，需要谨慎，因为可能会得出错误的结论。可能不是西方的做法推动了零售业的成功，因此诸如此类的研究有助于引起人们对了解零售购物行为更可持续的本地化性质的需求的关注。原创性/价值–本文代表了零售研究的未知领域的最初关注。

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