Linking usage and shopping: How value experiences can distinguish consumers

This study uses the context of a ready-to-wear market to analyze the value of two consumer experiences, usage and in-person shopping. A logit model applied to 374 questionnaires highlights the relationships between the value dimensions of each experiment. This research demonstrates the link made by consumers between these two moments of consumption. Consistent with shopper typologies established by literature, the study reveals three classes of consumers. One class is shown to highly value sign and self-expression of usage and the utility dimension of the shopping experience, which questions the overall purchase experience. The study proposes some measurement instruments and suggests further research to address this specificity.