CITATION: Visser, E.M. & Du Preez, R. 2001. Apparel shopping orientation: Two decades of research. Journal of Family Ecology and Consumer Sciences, 29: 72-81, doi:org/10.4314/jfecs.v29i1.52817.The original publication is available at http://www.ajol.info/index.php/jfecs/article/view/52817Shopping orientation is a complex and multidimensional
concept. Defining shopping orientation is extremely
difficult, due to numerous interrelated variables.
Although the concept shopping orientation is
described by researchers from various perspectives,
certain major variables (or concepts) are repeated in
the different descriptions.
Stone (1954) introduced the concept shopping orientation.
He referred to shopping lifestyles or shoppers’
styles that place emphasis on certain activities in particular.
Other researchers added to this definition by
pointing out that shopping-specific lifestyles encompass
shopping activities, interests, and opinions. The
definitions of shopping orientation reflect a view of
shopping as a complex personal, economic, social and
recreational phenomenon (Darden & Howell, 1987;
Hawkins et al, 1989:641; Kwon et al, 1991; Shim &
Bickle, 1994; Shim & Kotsiopulos, 1992a; Shim & Kotsiopulos,
1993; Shim & Mahoney, 1992).http://www.ajol.info/index.php/jfecs/article/view/52817Publishers' versio
