The purpose of this study was to classify retail shoppers based on utilitarian and hedonic shopping orientations, and to profile the shopper groups in terms of demographic characteristics and shopping outcomes. The data for this study were collected via online survey in the United States. Confirmatory factor analysis (CFA) was conducted to test the measurement model of shopping orientations. A cluster analysis identified groups of retail store shoppers (n=987) based on shopping orientations. Using Ward’s method in hierarchical clustering procedure, clusters were formed based on five shopping orientations (aesthetic, shopping enjoyment, convenience seeking, sale proneness, and smart shopping). Then, the K-means clustering procedure with the initial seeds provided by the hierarchical analysis solution obtained final clusters. The final clusters were evaluated and compared in terms of demographic characteristics and shopping outcomes. Chi-square analysis compared demographic characteristics (gender, generation, income, number of children, employment status), while ANOVA compared shopping outcomes. The empirical findings reveal that four distinct retail shopper types represent the consumers in the new millennium: Hedonic shoppers, Utilitarian shoppers, Demanding shoppers, and Apathetic shoppers. Hedonic shoppers were found to shop for fun and entertainment and enjoy the atmosphere and interior of the retail store. However, they showed low ratings on both satisfaction and shopping value. They may use shopping trips to experience fun and pleasure in a relaxed time. To capture these consumers' attention, many retailers must focus on hedonic features of the store image that increase arousal (Clifford, 2010). For instance, store décor and unique products that inspire consumers’ curiosity and provide varied experience may be important to these consumers since enjoyment and aesthetic variables are hedonic benefits of shopping (Babin, Darden, and Griffin, 1994; Holbrook and Hirschman, 1982). Consumers in this segment tend to be Gen Y and baby boomers with children. For those consumers who shop with their children, retailers may need to create interactive and pleasant atmosphere to attract both adults and children. Also, retailers can emphasize specific themes (e.g., family-oriented entertainment) to differentiate them from other retailers and to encourage these shoppers to spend more time in the store even after they make a purchase. On the other hand, utilitarian shoppers showed the highest convenience-seeking orientation. Also, they were sale-prone and enjoyed smart shopping. They are largely composed of Gen X and females; however, a fair majority of male consumers are also Utilitarian Shoppers. Utilitarian Shoppers scored highest on both satisfaction and value. To target Utilitarian Shoppers, retailers should emphasize economic benefits including time, effort, and price savings. Thus, sales promotion will appeal to this group, but convenient benefits such as convenient location, ease of parking, expanded store hours, and quick and efficient checkout may encourage them to shop more often. Because they exhibited high levels of shopping values and satisfaction, retailers may easily convert them to loyal customers. Demanding shoppers, the majority of young females, were engaged in all shopping orientation dimensions, reflecting both utilitarian and hedonic benefits of shopping. However, their score on shopping value was the lowest, implying that they may be least likely to be store loyal (Williams, Painter, and Nicholas, 1978). Offering in-store promotions and coupons via mail or newspapers may appeal to these consumers who are highly sale-prone (Garretson and Burton, 2003). Since they tend to be Gen X or Y, highly involved with shopping activities, store events such as contests, sweepstakes, and free gifts may encourage them to try new brands or new stores. Furthermore, everyday low pricing (EDLP) strategies may appeal to them as they have either low or low-middle income. Apathetic shoppers tended to be male, baby boomers with high income, not have children, and showed the lowest shopping enjoyment and smart shopping orientations. Surprisingly, Apathetic Shoppers experienced a high level of satisfaction. This group may consider shopping only as a tool to buy goods. Since the majority of the Apathetic Shopper segment do not have children and have higher discretionary income, luxury or leisure products such as expensive watches, cars, sporting goods, and technology products may appeal to this target market. When consumers purchase luxury or big ticket items, they expect higher quality service than when they purchase conventional items (Huppertz, Arenson, and Evans, 1978). In order to draw their attention, retailers need to focus on customer service with knowledgeable and friendly clerks because these consumers use limited sources of information on their purchases. To be successful, retailers must understand the factors that encourage or inhibit brick-and-mortar shopping for specific shopper segments. In targeting each shopper group, efficiency, customer service, value, store ambiance, and entertainment should be carefully tailored to respond to consumers’ changing predilections and lifestyles.

这项研究的目的是功利和享乐分类购物取向的零售购物者，并配置在人口特征方面的成果和购物中心购物者群体。这项研究的数据收集通过在美国的在线调查。验证性因素分析（CFA）进行测试的购物取向计量模式。聚类分析确定了一个零售商店购物者组（n = 987）的基础上的购物取向。层次聚类过程中使用病房的方法，集群的形成基于五个购物取向（美学，购物的享受，追求方便，销售倾向性和智能购物）。然后，K均值与层次分析得出最后的群集解决方案提供了最初的种子聚类过程。最后集群进行了评价，并在人口特征和购物成果方面进行比较。卡方分析比较（性别，世代，收入，子女人数，就业状况）人口特征，而ANOVA比较购物的结果。实证结果显示，四种不同类型的零售购物者表示，在新千年的消费者：购物享乐，功利的购物者，要求购物者，购物者和麻木不仁。享乐购物者被发现店内的乐趣和娱乐，享受的氛围和零售商店内部。然而，他们都表现出对购物的满意度和价值低收视率。他们可能使用的购物游，体验在轻松有趣的时间和乐趣。为了捕捉这些消费者的注意，许多零售商必须注重形象店，增加觉醒（克利福德，2010）享乐功能。例如，商店装饰和独特的产品，激发消费者的好奇心，并提供丰富的经验可能是重要的，因为这些消费者享受和审美变量是购物享乐利益（Babin, Darden, and Griffin, 1994; Holbrook and Hirschman, 1982）。在这部分消费者往往是Y世代和婴儿潮一代的儿童。对于消费者与他们的孩子谁商店，零售商可能需要建立互动和愉快的气氛，吸引成人和儿童。此外，零售商可以强调（例如，面向家庭娱乐）的特定主题，以区别于其他零售商他们，并鼓励这些购物者花费更多的时间在店里，即使他们进行购买。另一方面，功利的购物者表现出最高的便利寻求方向。此外，他们出售多发和享受尽情购物。他们在很大程度上是由X一代和女性，但男性消费者一个公平的绝大部分都功利购物者。功利购物上都取得了满意和价值最高的。为目标的功利购物，零售商应该强调，包括时间，精力和降低价格的经济效益。因此，促销会吸引到这个组，但如便利的地理位置方便的好处，便于停车，扩大了营业时间，快捷，高效的结算可能会鼓励他们到店更频繁。因为他们展出的购物价值和满意度水平高，零售商可以很容易地将它们转换为忠实的客户。苛刻的消费者，对年轻女性居多，分别从事所有购物方向的尺寸，既反映了功利和享乐购物的好处。然而，他们在购物价值得分是最低的，这意味着他们可能最不容易被储存忠诚（Williams, Painter, and Nicholas, 1978）。在店内促销，并通过邮件或报纸券发售，可向这些消费者出售谁是高度易（Garretson和Burton，2003）。由于他们往往是代X或Y，高度与购物活动，如竞赛存储事件，抽奖和免费赠品，可在鼓励他们尝试新品牌或新门店。此外，天天低价（EDLP）策略，可向他们，因为他们要么低或低中等收入。精神萎靡购物者往往是男性，高收入的婴儿潮一代，没有子女，并呈现最低的购物享受和智能购物取向。令人惊讶的是，精神萎靡购物经历了一个高满意度。这组可考虑只能作为一种工具来购买商品购物。由于购物者的麻木不仁段大部分没有子女和有较高的可支配收入，奢侈或休闲，如名贵手表，汽车，体育用品，产品和技术产品，可向这个目标市场。当消费者购买奢侈品或大票项目，他们期望高于购买时，他们（Huppertz, Arenson, and Evans, 1978）常规项目优质的服务。为了吸引他们的注意力，零售商需要关注的知识和友好的店员对顾客的服务，因为这些消费者购买使用其信息来源有限。要取得成功，零售商必须了解的因素，鼓励或抑制砖和砂浆的具体购物者细分购物。在针对每个顾客群，效率，客户服务，价值，店面氛围和娱乐应仔细针对应对消费者不断变化的偏好和生活方式。