Journal of Retailing and Consumer Services 52 (2020) 101933

Contents lists available at ScienceDirect

Journal of Retailing and Consumer Services

journal homepage: www.elsevier.com/locate/jretconser

An investigation into the link between consumer's product involvement and T

store loyalty: The roles of shopping value goals and information search as
the mediating factors
Md Rokonuzzamana, Ahasan Harunb,∗, Md Al-Emranc, Victor R. Prybutokd
a
Department of Management and Marketing, College of Business, University of Wisconsin-Eau Claire, Eau Claire, WI, USA
b
Department of Information Systems, Robert C. Vackar College of Business and Entrepreneurship, University of Texas Rio Grande Valley, TX, USA
c
Department of Management, Marketing & Business Administration, College of Business, McNeese State University, Lake Charles, LA, USA
d
Department of Information Technology and Decision Sciences, G. Brint Ryan College of Business, University of North Texas, Denton, TX, USA

ARTICLE INFO ABSTRACT

Keywords: This research proposes a theoretical model explaining the roles of multiple mediating factors – product quality,
Store loyalty service quality, and information search –in the association between product involvement and store loyalty. The
Product involvement extant literature has examined different determinants of store loyalty but paid less attention to understand the
Shopping value link between product involvement and store loyalty and the underlying mechanisms. This study contributes to
Retailing
the literature by a) providing a comprehensive framework of involvement – loyalty link and b) investigating
Quality
complex mediation effects. In this study, survey data were subjected to regression analysis to test parallel
mediation and serial mediation effects of product quality, service quality, and information search in the link
between consumer's product involvement and store loyalty. The results indicate that both product quality and
information search mediate the association between product involvement and store loyalty. In addition, both
product quality and service quality mediate the association between product involvement and information
search. Results also indicate that product quality and information search work as serial mediators in the asso-
ciation between product involvement and store loyalty. For additional level of analyses, data were also subjected
to Importance-Performance Map Analysis (IPMA). Theoretical and managerial implications are also provided.

1. Introduction its prime members, thereby motivating loyal customers of traditional

The retail industry makes a significant contribution to the US
economy, as evidenced by $5.7 trillion record sales in 2017 (Amadeo,
2018), and provides jobs to 15.2 million people (Plunkett Research,
2014). With the advent of newer concepts in retail stores, the retail
industry is changing (Diallo et al., 2015) and has seen extensive di-
versification in store formats (Shi et al., 2018). This diversification is a
result of demand heterogeneity from diverse consumer groups
(González-Benito et al., 2007). Since US online retail sales value is
expected to be $1 trillion by 2027 (Reuters, 2017), the spread of retail
formats can be credited to the initiation of e-commerce.
With shrinking profit margins, the retail industry has turned into a
fierce strategic battlefield (Kamran-Disfani et al., 2017). Such intense
competition provides consumers many options to choose from and
makes them less loyal to specific stores. Amazon, for example, started
reducing price at its Whole Foods stores and offers discounted prices for
grocery stores such as Walmart and Kroger to switch to Whole Foods.
Amadeo (2018) suggests that two significant changes in recent years –
technological and consumer behavior – require retailers to overcome
both hurdles in order to survive and thrive. Despite extensive research
on consumer behavioral factors in the retail context, consumer store
patronage has been one of the most intensely investigated but least
understood areas because consumers may opt for a retail outlet that
optimally meets the demand after comparing different characteristics of
the store with their shopping motives (Sheth, 1981).
With a view to understanding store patronage issues such as store
loyalty, the objective of this study is to investigate how a customer's
product involvement is linked to store loyalty. Customer retention in-
duced by store loyalty has different positive effects such as a) increasing
the customer base and b) increasing profits from customer life time
value (Sirohi et al., 1998). Thus, understanding customer loyalty is an
important management issue (Pritchard et al., 1999; Kumar et al.,

Corresponding author.
∗

E-mail addresses: rokonuzm@uwec.edu (M. Rokonuzzaman), ahasan.harun@utrgv.edu (A. Harun), malemran@mcneese.edu (M. Al-Emran),
Victor.Prybutok@unt.edu (V.R. Prybutok).

https://doi.org/10.1016/j.jretconser.2019.101933
Received 10 February 2019; Received in revised form 29 June 2019; Accepted 22 August 2019
Available online 06 September 2019
0969-6989/ © 2019 Elsevier Ltd. All rights reserved.
M. Rokonuzzaman, et al.
Fig. 1. Research model.
2013). However, retailers do not have firm grasp of the factors affecting
store loyalty (Francioni et al., 2018; do Vale et al., 2016; Koschate-
Fischer et al., 2014). Kamran-Disfani et al. (2017) argued that extant
research offers insufficient guidance to retail managers about building
and maintaining store loyalty and, thus, called for better understanding
of loyalty-building mechanisms.
Although consumer involvement is an important factor influencing
the consumer decision-making process, extant research studies on store
patronage have not specifically investigated how product involvement
could translate into store loyalty. More research is called for in ex-
amining the role of product involvement in choosing a retailer (Hong,
2015). Thus, we argue that studying store loyalty from a consumer
involvement perspective contributes to our understanding of loyalty to
a great extent. Therefore, the purpose of this article is to develop a
framework for understanding the link between consumer product in-
volvement and loyalty in a retail context. Previous studies have tried to
deal with the subject of store patronage from different perspectives, but
they remain very scattered in nature (Carpenter and Moore, 2006).
Therefore, the literature has mostly investigated various components or
determinants of store image (Erdem et al., 1999) but not what factors
lead a consumer to value goals related to the components of store
image, which could ultimately influence store choice.
The impact of consumers' psychological factors and personal values
on store preference has long been an intriguing but unsettled issue
(Dash et al., 1976; Erdem et al., 1999). Stressing the importance of this
issue, Mitchell (2001) opines that although it is known that consumers
use heuristics in decision-making, store choice heuristics remain a
poorly researched area. Thus, having an understanding of customer
value creation and customer loyalty is important (Diallo et al., 2015). In
order to address store loyalty from a different perspective, we intend to
delve into the following research questions: a) How does product in-
volvement relate to store loyalty? b) How do consumers’ shopping
value goals/orientations affect store loyalty? and c) What are the
transferring mechanisms of the effect of product involvement on store
loyalty? In order to answers these questions, we rely on information
processing theories such as Elaboration Likelihood Model (Petty et al.,
1983) and Value-Loyalty frameworks (Grewal et al., 2003;
Sirdeshmukh et al., 2002).
This research contributes to marketing practice and theory in sev-
eral ways. First, we propose an integrated framework showing the
product involvement–loyalty link. Previous studies have shown the link
between value and loyalty or satisfaction and loyalty, but they did not
incorporate consumer psychological factors such as product involve-
ment, shopping value goals/orientations, and information processing. A
significant contribution of this research is that we integrate two dif-
ferent frameworks: value–loyalty and consumer involvement–consumer
decision making. Thus, this framework provides a more integrated and
holistic understanding of value creation in the retail context. Given that
store loyalty is an important managerial issue, the integrated frame-
work provides retailers better understanding of factors affecting store
2
Journal of Retailing and Consumer Services 52 (2020) 101933
loyalty. Second, unlike previous studies, we delve into more details of
the transferring mechanisms by incorporating multiple mediators be-
tween the product involvement–loyalty link. This study posits both
parallel and serial mediation effects of shopping value goals/orienta-
tions and information search behavior in the involvement and loyalty
link. In contrast to most of the extant studies investigating this area, we
focus solely on examining the mediation effects of shopping value goals
– product quality and service quality –and information search. To the
best of our knowledge, no other study has explored these complex
transferring mechanisms as we did, thus making our conceptualization
unique and novel. From a managerial perspective, retailers can observe
the complex role of very important factors – product quality, service
quality and information search – and enhance their effort to foster store
loyalty.
The rest of the paper is organized according to the following
structure. First, we present the theoretical framework, and then, the
hypotheses are developed. Next, we discuss the research methodology
followed by the results of the study. Then, based on the study, this
paper provides some theoretical and managerial implications. Finally,
the conclusion and future research opportunities are discussed.
2. Theoretical framework
This paper strives to develop an Involvement-Loyalty framework by
integrating multiple existing theoretical perspectives. Existing studies
do not provide an integrated understanding of the transferring me-
chanism of the effect of consumer involvement on loyalty. Thus, to
increase our understanding of the involvement-loyalty link, we develop
a conceptual model showing the relationships among the focal con-
structs (see Fig. 1). We argue that product involvement can explain
store loyalty, and this effect is translated via multiple mediating factors.
We posit that customers’ value goals, such as product quality and ser-
vice quality, and information search behavior work as mediators be-
tween product involvement and store loyalty.
We draw from Elaboration Likelihood Model (ELM) to explain the
consumer decision-making process. ELM explains information proces-
sing and attitude formation of an individual (Petty and Cacioppo,
1986). ELM posits that depending upon consumer's degree of involve-
ment, the consumer may take two different routes of persuasion – a)
central route and b) peripheral route (Petty et al., 1983). Consumers
with high involvement are expected to take the central route and in-
volve in extended decision-making process whereas people with low
involvement are expected to take the peripheral route and engage in
limited problem solving. Celsi and Olson (1988; p. 213) posit that
consumer with high felt involvement “should allocate greater cognitive
resources and exert more energy in their attention and comprehension
processes than do consumers who experience less felt involvement”.
They argue that involvement influence cognitive process and overt
behavior. In a high involvement situation, consumers tend to be con-
cerned about avoiding negative consequence (Celsi and Olson, 1988).
M. Rokonuzzaman, et al.
In developing the conceptual framework, we rely on information
processing theories that focus on the impact of consumers’ psycholo-
gical factors on behavior and decisions (Andrade, 2005; Shen and Wyer,
2008). In line with Chen et al. (2015) and Noble et al. (2006), we focus
on how consumer affect (consumer product involvement) impacts goals
(shopping value goals), information processing (information search),
and decisions (store loyalty). We also draw from Value-Loyalty frame-
works (e.g., Grewal et al., 2003; Sirdeshmukh et al., 2002) that show
the link between customer perceived value and loyalty.
2.1. Consumer product involvement
Understanding the consumers' level of involvement is instrumental
to having an idea about consumer decision-making processes (Laurent
and Kapferer, 1985). Involvement can be defined as a variable of in-
ternal nature which gives an indication about how a situation evokes
interest or drive (Mitchell, 1979). In general, two types of involvement
are associated with consumers – situational and enduring (Richins and
Bloch, 1986). Enduring involvement reflects a person's general level of
attachment to that product class. On the other hand, situational in-
volvement depends upon a specific situation such as a purchase situa-
tion.
Product involvement can be defined as an individual's interest in an
object because of its inherent values, necessity, and interest
(Zaichkowsky, 1985, 1994), which can be conceptualized as enduring
involvement with an object. Researchers have used product involve-
ment as an explanatory factor extensively, and product involvement
have been instrumental in understanding consumer choice or decision
(Kokkinaki, 1999; Suh and Youjae, 2006; Bian and Moutinho, 2011;
Strubel and Petrie, 2016). Extant studies suggest that in a high in-
volvement situation, consumers engage in an extended decision-making
process and are likely to exert more effort in information search and
alternative evaluation processes (Celsi and Olson, 1988).
2.2. Shopping value goals: product quality and service quality
Individuals may have different types of shopping objectives (Chen
et al., 2015). Noble et al. (2006) define shopping motives as customers’
needs and desires related to the selection of a retail outlet. According to
the shopping motive framework, customers will evaluate the values
they desire to get from a retailer and buy from the retailer who satisfies
that desire (Sheth, 1983; Noble et al., 2006). We argue that shopping
motives are the motives/goals to attain value along some dimensions
such as product quality and service quality. For example, Noble et al.
(2006) mentioned shopping goals/motives such as price comparison,
assortment seeking, social interaction. Similarly, Diallo et al. (2015)
identified the shopping values such as quality value and price value.
Thus, combing these two lines of thoughts, it is reasonable to argue that
a consumer will have shopping value goals/orientations when they
engage in buying decisions. Kim et al. (2014) proposed the concept of
shopping value orientation (SVO) and provided a measurement scale
for the construct. They conceptualized shopping value orientation
(SVO) as “desired consumer value (assessed prior to a specific shopping
activity), instead of received consumer value (assessed after a specific
shopping activity)” (2014, p.2884–2885). Thus, the desired customer
values are closely related to our conceptualization of shopping value
goals/orientations.
One of the values sought by consumers is quality of the product
(Baker et al., 2002). Sweeney and Soutar (2001) also conceptualized
quality/performance as a dimension in their perceived value scale in a
pre-purchase context. Product quality is an essential part of a consumer
decision-making process (Kerin et al., 1992; Dodds et al., 1991). Garvin
(1987) offered a more comprehensive view of product quality and
proposed eight different dimensions. In our research, for product
quality conceptualization, we focus on the overall perception of ex-
cellence and superiority (Zeithaml, 1987). Another value that
3
Journal of Retailing and Consumer Services 52 (2020) 101933
consumers desire is service quality. Like product quality, service quality
is one of the intensely studied factors affecting store choice. Service
quality can be defined as the difference between a customer's percep-
tion of services delivered by a specific firm and his/her hopes about
firms offering such services (Parasuraman et al., 1988). Existing lit-
erature stresses the importance of service-related components such as
service reliability, problem solving, and service interaction. Various
service quality dimensions can be found in the literature. For example,
Parasuraman et al. (1988) categorized responsiveness, reliability, as-
surance, tangibles, and empathy as the dimensions of service quality.
Similarly, Dabholkar et al. (1996) showed five dimensions for service
quality – physical aspects, problem solving, policy, reliability, and
personal interaction. In our study, we intend to explore only the service
reliability and personal interaction dimensions for service quality value
goals/orientations.
2.3. Information search
In understanding consumers’ decision making and choice processes,
consumer information search behavior has long been of interest to re-
searchers (Bettman, 1974; Beatty and Smith, 1987). Beatty and Smith
(1987) defined information search as the extent to which effort, per-
ception, and attention are directed towards gaining environmental in-
formation or data pertaining to the particular purchase under con-
sideration. A consumer may engage in both a) an internal search, which
involves search and retrieval of information from stored memory, and
b) an external search, which involves seeking information from outside
sources or environment (Schmidt and Spreng, 1996). An external in-
formation search can be defined as to what extent effort, perception,
and attention are geared towards attaining environmental information
related to consumption-related objects, regardless of whether con-
sumption objects are associated with a particular purchase under con-
sideration (Schmidt and Spreng, 1996; Beatty and Smith, 1987). Con-
sumer information search can have multiple dimensions such as the
amount of the search, the extent of the search, and the time spent on the
search. In our research, we focus the extent of the external information
search from various sources about the product usage and experience.
2.4. Store loyalty
Store loyalty is a significant concept in the retailing context (Sirgy
and Samli, 1985). Jacoby and Chestnut (1978) characterized store
loyalty as the biased behavioral reaction, expressed across time, to-
wards one particular store, which is a function of psychological pro-
cesses ensuing from commitment. Thus, customer commitment is an
essential dimension of store loyalty (Sirgy and Samli, 1985). Because
loyalty requires commitment, loyalty is often viewed from a relational
point of view (Jacoby and Kyner, 1973). Hence, sometimes loyalty is
also captured by recency and frequency of store visits (Samli, 1975).
Store loyalty is also manifested by the intention to purchase and re-
commend the store (Sirohi et al., 1998). Store loyalty means that cus-
tomer will keep their consideration set low and, thereby, engage in re-
patronage behavior. In line with Diallo et al. (2015), we define store
loyalty as the “commitment to the store, accompanied by the intention
to revisit it and shop there.” Consumer's repeat purchase and loyalty are
associated with psychological processes (Jacoby and Kyner, 1973).
2.5. Hypothesis development
2.5.1. Product involvement and information search: the mediating role of
shopping value goals
Involvement is a motivational state and leads to overt action (Bloch
and Richins, 1983). Thus, product involvement is associated with
consumer actions such as information search (Bloch et al., 1986).
Zaichkowsky (1985) suggests that involvement and search intentions
are linked. Similarly, Beatty and Smith (1987) posit that enduring
M. Rokonuzzaman, et al.
product involvement is related to pre-purchase search. Consumers with
high product involvement are likely to engage in a more careful eva-
luation of the product, which necessitates extensive information search
(Petty and Cacioppo, 1981).
In a high involvement scenario, consumers engage in an extended
decision-making process and are likely to search for more information
and to evaluate alternatives very thoroughly (Browne and Kaldenberg,
1997). Schmidt and Spreng (1996) suggest that enduring involvement
leads to the motivation to search, which in turn influences an external
information search. One of the explanations for why consumers engage
in extensive search could be that product involvement and risk per-
ception are linked (Hong, 2015). When people have high involvement
with a product, they have a high sense of risk because they expect more
values such as service quality and product quality. This, heightened risk
perception can lead consumers to seek more external information about
their transaction (Gemünden, 1985).
Mitchell (1981) suggests that in a high involvement scenario, con-
sumers will look for more relevant information. We argue that people
look for more information pertaining to the shopping value goals/or-
ientations they have. The need for product knowledge and service
knowledge, which reduce the perceived risk, can lead consumers to
information search activities. Warrington and Shim (2000) suggest that
high involvement consumers are engaged in active search and proces-
sing of both product and store-related information. We argue that such
information collection efforts are goal driven; that is, consumers have
shopping value goals of getting better product quality and service
quality. These two goals/orientations may drive a consumer to engage
in an external information search.
High product involvement is expected to create a sense of risk in the
purchase process (Atkinson and Rosenthal, 2014). Product involvement
is likely to involve cognitive dissonance for fear of making a bad choice.
Thus, people would expect product and service quality values, which in
turn lead them to seek more information before making a decision.
Campbell et al. (2014) found that in comparison to low involvement
drinker, high involvement drinkers consider wine quality to be objec-
tive; that is, wine quality can be evaluated using objective criteria.
Thus, product involvement is likely to lead a consumer to search for
more objective information regarding both product and service quality.
Maity et al. (2014) argued that there is a positive association be-
tween the perceived value of searching and information search activ-
ities. This implies that as a consumer's perceived benefit of information
search increases, the extent of information search activities also in-
creases. Consumers in a high involvement scenario are looking for
product and service quality values and, thus, are likely to benefit more
from information searching as opposed to consumers in a low in-
volvement scenario. Thus, we argue that people with high product in-
volvement will engage in more information searching because they
desire both product and service quality to reduce the risk of purchase.
Therefore, we have the following hypotheses.
H1:. Product quality mediates the positive association between product
involvement and information search.
H2:. Service quality mediates the positive association between product
involvement and information search.
2.5.2. Shopping value goals and store loyalty; the mediating role of
information search
Consumers’ shopping values affect satisfaction and loyalty
(Carpenter, 2008). In their study, Noble et al. (2006) conceptualized
shopping goals/motives as mediators between gender and loyalty.
Some of the shopping motives in their model include convenience
seeking, information attainment, assortment seeking, and social inter-
action. Similarly, we posit that product quality and service quality can
be some of the values that a consumer might seek.
Although product quality value is important for consumers, the
4
Journal of Retailing and Consumer Services 52 (2020) 101933
importance of service quality value is also enormous in consumer de-
cision making. Research shows that a significant portion of the custo-
mers are not satisfied with how customer complaints are handled
(Estelami, 2000). Thus, a customer is likely to expect both product and
service quality from a store in order to maximize their value. The link
between quality and loyalty can be explained by the quality-satisfac-
tion-loyalty framework (Olsen, 2002; Human and Naudé, 2014).
Having a better quality product on one side and service quality on the
other, retailers can improve the image of the store, which can lead to
customer loyalty. For example, Homburg and Fürst (2005) showed that
an organization's approach toward complaint handling can have an
impact on customer loyalty.
The value priorities of each consumer differ. A customer with a
utilitarian motive will look at functionality (Hoonsopon and Puriwat,
2016). Because utilitarian shopping goals pertain to more rational
choices, consumers with such goals will search reliable and pertinent
information and will analyze the information before making a purchase
decision (Hoonsopon and Puriwat, 2016). This means that if a custo-
mer's shopping value goals are to get better product quality and service
quality, he/she is likely to maximize the information search effort so
that such values can be realized. We argue that shopping value goals
such as product and service quality seeking can be antecedents of in-
formation attainment or information seeking. Hence, in our research,
we conceptualize information seeking as a behavior that results from
the shopping value goals/orientations, which are utilitarian in nature.
Information searching is related to consumer knowledge.
Information search reduces information asymmetry, and as a result,
people with positive information about the seller can increase the trust
and thus improve loyalty and repeat patronage intentions. This means
that consumers may exhibit less variety seeking behavior (Warrington
and Shim, 2000). People who look for service quality and product
quality might look for endorsement from others, a kind of information
seeking behavior, due to the fact that they want to reduce dissonance in
the purchase (Chang and Ko, 2018). This information seeking behavior
will not only vary depending upon the nature of the product category
but also on the basis of risk perceptions (Laroche et al., 2010; Park
et al., 2012). Similarly, consumers engage in virtual communities in
order to search for more information about consumer experiences with
the product. Such information search activities can increase customer
loyalty (Kim et al., 2004). For example, contact interactivity, which is
the effectiveness and availability of a consumer support tool and degree
of two-way communication, has an impact on customer loyalty
(Srinivasan et al., 2002). Interactivity can improve the information
search process because consumers do not need to rely on memory,
which is related to an internal information search (Alba et al., 1997).
This increases perceived value of the transaction (Srinivasan et al.,
2002).
More detailed, useful, and tailored information reduces cognitive
burden, which in turn reduces consumer search cost. Consequently, this
also improves consumer knowledge, thus evoking positive affect toward
the seller. Kim et al. (2004) suggest that providing an environment of
ongoing connections and interactions that foster trust can increase
loyalty. In such environment, such as an online community, people get
to know the experience and suggestions about the objects or services
related to the purchase, which in turn can improve trust and, therefore,
increase loyalty.
Human and Naudé (2014) suggest that trust, commitment, and in-
formation sharing have mediation effects in the link between quality
and loyalty. Information provided by retailers or other sources reduces
the transaction cost of a customer, and therefore detailed evaluation
about the transaction is not required. This increases the likelihood of
patronage and loyalty (Liang and Huang, 1998; Grewal et al., 2003).
We argue that service and product quality are the value expectations of
the consumers. When people look for more information and find that
the product and service meet their expectation, this reduces the search
cost and also improves consumer knowledge, thereby making
M. Rokonuzzaman, et al.
consumers loyal. When the shopping value goal is utilitarian in nature,
the customer will engage in information search activities. After getting
sufficient information and increasing their knowledge base, customers
will stop further information processing as well as further searching.
Then they will take the loyalty loop in their decision journey. There-
fore, we hypothesize the followings.
H3:. Information search mediates the positive association between
product quality and store loyalty.
H4:. Information search mediates the positive association between
service quality and store loyalty.
2.5.3. Product involvement and loyalty: the mediating roles of shopping
value goals and information search
Hong (2015) argued that product involvement is associated with
consumers' trust expectations, which in turn influence intentions to
purchase. High product involvement is likely to increase purchase of a
product because of the consumers' perception that the product is re-
levant to their values and needs (Strubel and Petrie, 2016; Kim, 2005).
Bian and Moutinho (2011) studied product involvement's effects on
purchase intentions toward counterfeit products and did not find any
significant effect. This could be due to the fact that when product in-
volvement is high, people will look for quality values (product quality
and service quality). For counterfeit products, both of these values are
suspect, so people may not be interested in buying the product. This
further corroborates the importance of product and service quality
values in consumer decisions in high involvement scenarios.
Engel et al. (1995) suggest that consumers search for information to
make a better consumption decision. Thus, the outcome of search po-
tentially includes behaviors or behavioral intentions that reflect better
choices. Fodness and Murray (1999) suggest that an extensive in-
formation search and a higher level of consumption are related. This
could be due to the fact that consumers become aware of more activities
and opportunities after they are able to search for the relevant in-
formation not only effectively but also extensively.
Because consumers can be strategic in information search and tend
to be driven by utility maximization, they will look for pertinent and
valuable information related to their goals and preferences (Yang et al.,
2015). Noble et al. (2006) showed that there is a positive association
between information attainment and store loyalty. Diallo et al. (2015)
studied the association between price perception and store loyalty
where shopping value has been posited as a potential mediator. They
argued that shopping value such as quality value is derived from the
store and its product has a positive impact on loyalty. Similarly, Yuen
and Chan (2010) argued that both product quality and service quality
influence store loyalty.
In general, consumers look for information about attributes and
options and also take into account the experiences of others.
Information searching creates an information bank in the consumer's
mind and makes a person expert, providing future purchase efficiency
(Bloch et al., 1986; Bettman, 1979). Information searches and readily
available information reduce the transaction costs of customers (Grewal
et al., 2003). For example, an information search will equip a customer
with the relevant knowledge related to purchase risk and the future cost
Table 1
Measurement model.
CR AVE Product quality Product Involvement
Product quality 0.953 0.871 0.933
Product Involvement 0.957 0.694 0.448 0.833
Service quality 0.943 0.736 0.514 0.278
Information search 0.833 0.624 0.404 0.373
Store loyalty 0.884 0.718 0.329 0.415
chi-square(551.92)/df(250) = 2.208, p-value; 0.00; RMSEA = 0.039; NFI = 0.97, CFI = 0.983, RMR(SRMR) = 0.077 (0.035), GFI = 0.946.
5
Journal of Retailing and Consumer Services 52 (2020) 101933
associated with the transaction. During the information search process,
consumers look for information about other people's trial experiences,
thereby reducing the perceived risk. For example, consumers may look
for information about whether the product performs as expected or not
(product quality) and also how the seller handles customer complaints,
product returns, etc. (service quality issue). A satisfied customer with
high involvement is expected to develop store loyalty (Warrington and
Shim, 2000). In the same vein, we argue that more information search
leads a customer to know more about the seller. As a result, customers'
knowledge and engagement increase and risk perceptions decrease.
This internal relationship mechanism could lead to trust and relation-
ship with the seller and ultimately could lead to loyalty. Based on the
discussion above, we have the following sets of hypotheses:
H5:. Information search mediates the positive association between
product involvement and store loyalty.
H6:. Product quality mediates the positive association between product
involvement and store loyalty.
H7:. Service quality mediates the positive association between product
involvement and store loyalty.
H8:. Product involvement and store loyalty are positively associated
through the positively linked product quality and information search.
3. Method
3.1. Sample and data collection
Data were collected from both Amazon Mechanical Turk (Mturk)
and student subjects from a major south-west university in the USA. To
provide a context in the survey, the selection of the product category
–clothing–was the result of an exploratory pretest on more than 100
respondents to inquire as to the kind of products people frequently buy.
We got a total of 779 useable responses (student = 521, Mturk = 258).
An assessment of the mean of responses of focal constructs for both
samples did not differ, so we pooled the data set for subsequent ana-
lysis. Appendix A shows the demographic information of survey parti-
cipants.
For the construct measures, we either modified the items to make
them suitable for our study or directly adopted them from the extant
literature. Therefore, all of the measurement scales used in this study
are grounded in the literature. The whole questionnaire and the ac-
companying items were reviewed by experienced behavioral re-
searchers to ensure clarity and suitability in addressing the research
questions. Upon final review, we prepared the online survey and sent
the survey links to the participants. Appendix B shows the themes of the
survey items.
3.2. Reliability and validity of measures
As expected, exploratory factor analysis (EFA) extracted only 5
factors. Therefore, we confirmed the factor analysis through structural
equation modeling (Anderson and Gerbing, 1988). Please see Table 1
for details of the measurement model. On average, the factor loadings
Service quality Information search Store loyalty
0.858
0.275 0.790
0.220 0.280 0.847
M. Rokonuzzaman, et al. Journal of Retailing and Consumer Services 52 (2020) 101933

Fig. 2. Parallel mediation effects of Product quality and Service quality in the
link between Product Involvement and Information search.

of every construct are more than 0.70. We found acceptable fit, speci-
fied by the global fit indices, between the factor structure and data. All
composite reliability values are more than 0.833, thus confirming re-
liability (Nunnally, 1978). AVEs are also greater than 0.624, thereby
endorsing the convergent validity. Following Fornell and Larcker
(1981), we found that all of the square root of AVEs (shown in the
diagonal of Table 1) are more than the inter-construct correlations.
Taken together, these ensure the validity and reliability of the construct
measures. Fig. 3. a: Information search as mediator between Product quality and Store
loyalty. Fig. 3b: Information search as mediator between Service quality and
Store loyalty.
3.3. Mediation analysis

We used regression analysis to test the hypotheses. Specifically,

because all of our hypotheses involved mediation analysis, we used the
Hayes Process (Hayes, 2018) to test the mediation effects. We examined
the roles of product quality and service quality as parallel mediators
between product involvement and information search using model 4 of
the Process Macro (Hayes, 2018). The results of this multiple mediation
analysis are shown in Fig. 2. With both mediators in the model, the total
effect(c) of product involvement on information search is 0.370, but the
direct effect (c’) remains significant, indicating partial mediation. The
overall indirect effect through both product quality (β = 0.107, 95%
CI = 0.067 to 0 0.151) and service quality (β = 0.023, 95% CI = 0.001
to 0.050) are significant based on a bootstrap evaluation. Therefore,
supporting both H1 and H2, both product quality and service quality
were found to partially mediate the relation between product involve-
ment and information search. Moreover, one might be tempted to say
that product quality is a stronger mediator than service quality because
the contrast (difference) between the two indirect effects (β = 0.084, Fig. 4. Parallel mediation effects of Product quality, Service quality, and
Information search in the link between Product Involvement and Store loyalty.
95% CI = 0.031 to 0.140) is significant.
Using model 4 of the Process Macro, we also examined the med-
iating role of information search between product quality and store interval does not contain zero (β = 0.060, 95% CI = 0.019 to 0.101),
loyalty. Both the total effect (c = 0.351, CI = 0.272 to 0.430) and di- thus supporting H6. The second specific indirect effect is that of product
rect effect (c’ = 0.278, CI = 0.192 to 0.362) of product quality on store involvement on store loyalty through only service quality. This path
loyalty established significant relationships, supporting H3 (please see cannot be claimed as significant because the bootstrap confidence in-
Fig. 3a). Similarly, the mediating role of information search between terval does contain zero (β = 0.011, 95% CI = −0.014 to 0 0.035),
service quality and store loyalty is also supported since both the total thus rejecting H7. However, the third indirect effect of product in-
effect (c = 0.292, CI = 0.193 to 0.392) and direct effect (c’ = 0.209, volvement on store loyalty through information search is significant
CI = 0.108 to 0.309) of service quality on store loyalty confirmed sig- (β = 0.039, 95% CI = 0.009 to 0 0.071). Turning our attention to total
nificant relationships, corroborating H4 (please see Fig. 3b). indirect effect, we found that the total indirect effect is 0.110 and dif-
Fig. 4 shows the analyses of the roles of product quality, service ferent from zero as determined by a bootstrap confidence interval that
quality, and information search as parallel mediators between product does not contain zero (0.065–0.157), thus supporting H5.
involvement and store loyalty. The analyses were done through the Furthermore, we analyzed whether the effect of product involve-
Hayes Process Macro Model 4. The direct effect of product involvement ment on store loyalty could be explained through product quality
on store loyalty is positive and significant (c’ = 0.304, CI = 0.222 to (mediator one) and information search (mediator two) using model 6 of
0.385). The indirect effects were evaluated based on a bootstrap eva- Process Macro. Fig. 5 shows the results. Both the total effect (c = 0.414,
luation. The first indirect effect is the specific indirect effect of product CI = 0.341 to 0.486) and direct effect (c’ = 0.306, CI = 0.225 to 0.388)
involvement on store loyalty through product quality. It can be inter- of product involvement on store loyalty confirmed significant re-
preted as significantly positive because the bootstrap confidence lationships. Subsequent analyses revealed a significant influence of

6
M. Rokonuzzaman, et al. Journal of Retailing and Consumer Services 52 (2020) 101933

Fig. 5. Serial mediation effects of Product quality and Information search in the link between Product Involvement and Store loyalty.

product involvement on product quality (mediator one) (a1 = 0.406,

CI = 0.346 to 0.466), a significant influence of product quality (med-
iator one) on information search (mediator two) (d21 = 0.305,
CI = 0.229 to 0.381), and a significant influence of information search
on store loyalty (b2 = 0.109, CI = 0.031 to 0.187). The 95% CI for
overall indirect effects were evaluated through 5000 bootstrap samples.
The indirect effect of product involvement on store loyalty through
product quality (mediator one) was significant (β = 0.067, CI = 0.031
to 0.105). Product involvement's indirect effect through information
search (mediator two) was significant as well (β = 0.027, CI = 0.006 to
0 0.050). The indirect effect (0.013) of product involvement on store
loyalty through mediator one and two was significant as indicated by
CI = 0.003 to 0.026, thus supporting H8.

3.4. Importance-performance map (IPMA) analysis

To obtain actionable managerial insights, we conducted an IPMA

analysis on a post hoc basis (Rigdon et al., 2011). In our study, the
IPMA of the final focal construct-store loyalty zooms in on its ante-
cedents. At the construct level, we can see from Fig. 6 that service
quality and product involvement are situated on the far left. This in-
dicates that these two constructs play less important roles in influencing
retail consumers' store loyalty. Fig. 6 also demonstrates that it is ne-
cessary to prioritize improving the performance of consumers’ in-
formation search propensity. This is because in the current situation,
although consumers consider it the most important factor, it is per-
forming way below the average line.
In order to provide further guidelines about how it is possible to do
so, we zoomed in on its root antecedent product involvement. Fig. 7
shows the IPMA of product involvement at indicator levels. We see that
Fig. 6. IPMA analysis at construct level.
Fig. 7. IPMA analysis at indicator level.
being appealing (PI7) and important (PI1) create an especial influence
on the consumer mindset. However, business strategists should prior-
itize performance of the relevance (PI2) because, even though con-
sumers consider it one of the most important factors, there is plenty of
room to improve performance.
4. Discussion and implications
The purpose of this study was to identify the underlying mechan-
isms of how product involvement affects store loyalty and to provide
managerial guidelines to improve retailers' marketing and channel
strategies. We believe that, despite extensive research in the domains of
store patronage intention and loyalty, the literature has not been able to
demonstrate properly the underlying mechanisms of how product in-
volvement and store loyalty are connected. Especially, it is not clear
whether a consumer's level of product involvement makes any differ-
ence in terms of store loyalty. Therefore, we intended to fill the void by
providing theoretical contributions and posit that consumer involve-
ment is one of the most significant factors that can explain and predict
store loyalty.
We tried to find how consumer product involvement can impact
store loyalty by developing a multiple mediation model. In that quest,
we posited the mediating roles of shopping value goals – product
quality and service quality – and information search. The analysis re-
veals that most of the hypotheses were corroborated, thus supporting
our overall model for recognizing the impact of consumer product in-
volvement on store loyalty intention. Please see Table 2 for a summary
of the results.
Specifically, we found that the effect of product involvement on
store loyalty is mediated by product quality. Therefore, it is evident that

7
M. Rokonuzzaman, et al. Journal of Retailing and Consumer Services 52 (2020) 101933

Table 2
Hypotheses and results.
Hypotheses Results

H1: Product quality mediates the positive association between Product involvement and Information search Supported
H2: Service quality mediates the positive association between Product involvement and Information search Supported
H3: Information search mediates the positive association between Product quality and Store loyalty Supported
H4: Information search mediates the positive association between Service quality and Store loyalty Supported
H5: Information search mediates the positive association between Product involvement and Store loyalty. Supported
H6: Product quality mediates the positive association between Product involvement and Store loyalty. Supported
H7: Service quality mediates the positive association between Product involvement and Store loyalty. Not Supported
H8: Product involvement and Store loyalty are positively associated through positively linked multiple mediators of Product quality and Information search. Supported

customers who have high involvement with a product will look for
product quality, which in turn will have an impact on store loyalty.
Contrary to our expectation, the results show that service quality does
not mediate the association between product involvement and store
loyalty. Thus, this result does not establish service quality as a med-
iating factor. This may be due to the fact that in high product in-
volvement situation such as clothing and apparel buying, consumers
may put more importance to product quality than service quality. Thus,
service quality does not become a salient factor because of the context
of the study.
We also found that information search works as a mediator between
product involvement and store loyalty, thus implying that it works as
one of the key mechanisms of how consumer become loyal to a store.
We observed that both of the shopping value goals – product quality
and service quality – mediate the association between product in-
volvement and information search. This indicates that consumer who
feels involved with a product will look for more information because
he/she will be looking for both product and service quality. We also
found that information search works as a mediator between the links of
shopping value goals – product quality, and service quality – and store
loyalty. This indicates that information searching is a key factor while
consumers make decisions.
We also found that both product quality and information search
work as serial mediators between product involvement and store loy-
alty. This validates that the effect of product involvement gets trans-
ferred to store loyalty via both product quality and information search.
This means that consumers with high involvement are likely to impact
store loyalty, but consumers will look for product quality values and
search for information before becoming loyal.
This study has several theoretical implications. First, we provide an
integrated framework showing the relation between consumer product
involvement and store loyalty. In our conceptual model, we integrated
two different frameworks in the retail context. The holistic model
provides a better understanding of the effects of consumers’ psycholo-
gical factors on loyalty via the complex mechanisms of shopping value
goals and information search. Second, this study expands the retailing
literature because very few studies have focused solely on examining
the underlying mechanism showing how consumer product involve-
ment can translate into store loyalty. Unlike previous studies, we fo-
cused solely on understanding the role of the mediating factors. The
investigation of both parallel and serial mediation provides more clarity
on the involvement –loyalty link. Understanding the complex roles of
multiple mediators in the research model sheds light on the underlying
mechanisms and psychological process. Therefore, this study provides
significant evidence into the involvement-loyalty link by identifying
shopping value goals and information search as the significant med-
iating factors.
This research also has several managerial implications. As discussed
above, consumer product quality value goal work as a significant
mediating factor. Therefore, retailers selling high involvement products
should strive to communicate quality information and provide better
product quality so that customers can be loyal to that store. Also, be-
cause information searching works as a significant mediating factor
between product quality and loyalty, retailers should make information
about the product more readily available and accessible to consumers.
Retailers also need to keep in mind that consumers' information search
costs really matter, and so, they should be proactive to make the in-
formation available efficiently at the forefront of the consumers.
Retailers should focus on how a customer can get firsthand experience
with the product or can learn from the experience of other buyers. As
the findings of the study show serial mediation of both the product
quality value goal and information search, retailers must also try to
make sure that how best they can convey the product quality during the
consumer's search effort.
Because the service quality value goal is found to be a significant
mediating factor between product involvement and information search,
retailers need to be more careful about addressing service quality
concerns. Therefore, marketers need to take into account the fact that
they need to provide superior service to customers for high involvement
products. For example, consumers may have high involvement with
products such as cars, clothing, and watches. Retailers should be able to
avail superior service quality if they are selling the products that con-
sumers consider high involvement.
This research also uses IPMA to give insights to retail strategists. It
equips practitioners to figure out how customers make their decisions in
terms of store loyalty. By evaluating the antecedents that influence a
customer's loyalty behavior, business strategists can achieve a compe-
titive advantage. To have a better insight into how it is possible to do
so, this research also gives a strategic blueprint. Since product in-
volvement is the root antecedent, it is necessary to focus on being ap-
pealing (PI7) and important (PI1) because these create especial influ-
ence on consumer mindset. Nevertheless, business strategists should
prioritize performance of the relevance (PI2) because even though
consumers consider it one of the most important factors, its perfor-
mance is still below the average. Thus, through IPMA analysis, it is
possible to identify an area that deserves attention to improve current
performance. Nevertheless, the associated cost or time necessary to
channel marketing initiatives on the identified factors may not be fea-
sible. Therefore, by giving an elaborate analysis of operational strate-
gies through IPMA analysis, this research helps retail strategists in
various ways:
1. To track consumers' store loyalty across different variables in an
integrated framework
2. To help strategic operationalization of brand management by in-
creasing the current associations with apparel customers and to
generate a solid presence in the market and enhance consumer re-
patronage intention.
5. Limitation and future research
This study has few limitations that should be taken into account.
Firstly, we acknowledge the limitation due to the clothing and apparel
context of the study and call for replicating the findings in a different
context. Secondly, we have used survey methodology in our research,
which is found to provide high generalizability but performs low in

8
M. Rokonuzzaman, et al. Journal of Retailing and Consumer Services 52 (2020) 101933

finding causality. Thus, some of the determinants identified in this re-
search should be used with caution from a causal perspective.
Therefore, we believe that future research should address these issues
by studying the phenomenon using research methodology that is highly
reliable for identifying causality, such as a longitudinal study or ex-
periment.
There are many opportunities for future research. Firstly, future
research should try to incorporate other shopping value goals and their
relations with consumer involvement and loyalty. Future research can
also look at whether consumer involvement leads consumers to choose
different store types such as specialty stores over general stores. In
addition, it would be interesting to investigate if product involvement
leads consumers to choose online vs physical stores via different
shopping value goals.

Appendix A. Demographics

Gender Student status Marital status

Male 35.2% Full-time 65.5% Married 19.8%

Female 64.8% Part-time 9.2% Not married 66.2%
Not a student 25.3% Divorced separated 4.1%
Living together 9.9%
Income
Age < $20,000 56.61%
< 20 wars 19.5% $20,001–40.000 20.54% Work status
21-25 wars 45.8% $40,001–60.000 11.81% Do not work 27.6%
26–30 years 10.9% $60,001–80.000 4.75% Work part-time 43.4%
31–40 years 12.0% $80,001–100.000 3.47% Work full-time 26.3%
41+ 11.8% $100,000+ 2.82% Own a business 2.7%

Appendix B. Survey items

List of constructs Item Sources Item Label Item themes

Product involvement Zaichkowsky (1994) To the consumer,

PI1 whether the apparel is important
PI2 whether the apparel is relevant
PIS whether the apparel means a lot
PI4 whether the apparel is valuable
PI5 whether the apparel is interesting
PI6 whether the apparel is exciting
PI7 whether the apparel is appealing
PIS whether the apparel is fascinating
PI9 whether the apparel is involving
PI10 whether the apparel is needed
Product quality Baker et al. (1994) Whether the consumer
PQ1 likes to shop clothes from a store that carries high quality apparels
PQ2 prefers to buy from a store that sells high quality options
PQ3 prefers to buy clothes from a store that offers high quality merchandise
Service quality Dabholkar et al. (1996) Whether the consumer prefers to buy apparels from a store that
SQ1 gives services at the time it promises to do so
SQ2 performs the service right the first time
SQ3 has merchandise available when the customers want it
SQ4 maintains error-free sales transactions & records
SQ5 willingly handles returns and exchanges
SQ6 is ready to respond to customer inquiries
Information search Murray (1991) Whether the consumer would
IS1 ask to try the apparel before purchasing
IS 2 try to experience first-hand all she/he could about the apparel
IS 3 pay attention to what past customers had to say about the apparel
Store loyalty Lichtenstein et al. (2004) Whether the consumer
SL1 would not switch from the stores that she/he buys from
SL2 is a committed shopper at stores she/he buys from
SL3 feels a sense of loyalty to stores that she/he buys from

References 43 (1), 33–45.

Alba, J., Lynch, J., Weitz, B., Janiszewski, C., Lutz, R., Sawyer, A., Wood, S., 1997.
Interactive home shopping: consumer, retailer, and manufacturer incentives to par-
ticipate in electronic marketplaces. J. Mark. 61 (July), 38–53.
Amadeo, K., 2018. U.S. Retail Sales Report, Current Statistics, and Recent Trends. .
https://www.thebalance.com/u-s-retail-sales-statistics-and-trends-3305717.
Anderson, J.C., Gerbing, D.W., 1988. Structural equation modeling in practice: a review
and recommended two-step approach. Psychol. Bull. 103 (3), 411.
Andrade, E.B., 2005. Behavioral consequences of affect: combining evaluative and reg-
ulatory mechanisms. J. Consum. Res. 32, 355–362. https://doi.org/10.1086/497546.
Atkinson, L., Rosenthal, S., 2014. Signaling the green sell: the influence of eco-label
source, argument specificity, and product involvement on consumer trust. J. Advert.
Baker, J., Parasuraman, A., Grewal, D., Voss, G.B., 2002. The influence of multiple store
environment cues on perceived merchandise value and patronage intentions. J. Mark.
66 (2), 120–141.
Beatty, S.E., Smith, S.M., 1987. External search effort: an investigation across several
product categories. J. Consum. Res. 14 (1), 83–95.
Bettman, J.R., 1974. Toward a statistics for consumer decision netmodels. J. Consum.
Res. 1 (1), 71–80.
Bettman, J.R., 1979. An Information Processing Theory of Consumer Choice. Addison-
Wesley Pub. Co, Reading, MA.
Bian, X., Moutinho, L., 2011. The role of brand image, product involvement, and
knowledge in explaining consumer purchase behaviour of counterfeits: direct and
indirect effects. Eur. J. Market. 45 (1/2), 191–216.
Bloch, P.H., Richins, M.L., 1983. A theoretical model for the study of product importance

9
M. Rokonuzzaman, et al.
perceptions. J. Mark. 47 (3), 69–81.
Bloch, P.H., Sherrell, D.L., Ridgway, N.M., 1986. Consumer search: an extended frame-
work. J. Consum. Res. 13 (1), 119–126.
Browne, B.A., Kaldenberg, D.O., 1997. Conceptualizing self-monitoring: links to materi-
alism and product involvement. J. Consum. Mark. 14 (1), 31–44.
Campbell, J., DiPietro, R.B., Remar, D., 2014. Local foods in a university setting: price
consciousness, product involvement, price/quality inference and consumer's will-
ingness-to-pay. Int. J. Hosp. Manag. 42, 39–49.
Carpenter, J., 2008. Consumer shopping value, satisfaction and loyalty in discount re-
tailing. J. Retail. Consum. Serv. 15 (5), 358–363.
Carpenter, J.M., Moore, M., 2006. Consumer demographics, store attributes, and retail
format choice in the US grocery market. Int. J. Retail Distrib. Manag. 34 (6),
434–452.
Celsi, R.L., Olson, J.C., 1988. The role of involvement in attention and comprehension
processes. J. Consum. Res. 15 (2), 210–224.
Chang, Y., Ko, Y.J., 2018. The effects of association strength on attention and product
evaluation: reconsidering endorsement effectiveness. Eur. J. Market. 52 (5/6),
1257–1279.
Chen, F., Wyer Jr., R.S., Shen, H., 2015. The interactive effects of affect and shopping goal
on information search and product evaluations. J. Exp. Psychol. Appl. 21 (4), 429.
Dabholkar, P.A., Thorpe, D.I., Rentz, J.O., 1996. A measure of service quality for retail
stores: scale development and validation. J. Acad. Mark. Sci. 24 (1), 3.
Dash, J.F., Schiffrnan, L.G., Berenson, C., 1976. Risk-and personality-related dimensions
of store choice. J. Mark. 40 (1), 32–39.
Diallo, M.F., Coutelle-Brillet, P., Rivière, A., Zielke, S., 2015. How do price perceptions of
different brand types affect shopping value and store loyalty? Psychol. Mark. 32 (12),
1133–1147.
Dodds, W.B., Monroe, K.B., Grewal, D., 1991. Effects of price, brand, and store in-
formation on buyers' product evaluations. J. Mark. Res. 28 (August), 307–319.
do Vale, R.C., Matos, P.V., Caiado, J., 2016. The impact of private labels on consumer
store loyalty: an integrative perspective. J. Retail. Consum. Serv. 28, 179–188.
Engel, J.F., Blackwell, R.D., Miniard, P.W., 1995. Consumer Behavior, eighth ed. Dryden,
Fort Worth, TX.
Erdem, O., Oumlil, A.B., Tuncalp, S., 1999. Consumer values and the importance of store
attributes. Int. J. Retail Distrib. Manag. 27 (4), 137–144.
Estelami, H., 2000. Competitive and procedural determinants of delight and dis-
appointment in consumer complaint outcomes. J. Serv. Res. 2 (3), 285–300.
Fodness, D., Murray, B., 1999. A model of tourist information search behavior. J. Travel
Res. 37 (3), 220–230.
Fornell, C., Larcker, D.F., 1981. Structural equation models with unobservable variables
and measurement error: algebra and statistics. J. Mark. Res. 18 (3), 382–388.
Francioni, B., Savelli, E., Cioppi, M., 2018. Store satisfaction and store loyalty: the
moderating role of store atmosphere. J. Retail. Consum. Serv. 43, 333–341.
Garvin, D.A., 1987. Competing on the eight dimensions of quality. Harv. Bus. Rev. 65 (6).
Gemünden, H.G., 1985. Perceived risk and information search. A systematic meta-ana-
lysis of the empirical evidence. Int. J. Res. Mark. 2 (2), 79–100.
González-Benito, Ó., Bustos-Reyes, C.A., Muñoz-Gallego, P.A., 2007. Isolating the geo-
demographic characterization of retail format choice from the effects of spatial
convenience. Mark. Lett. 18 (1–2), 45–59.
Grewal, D., Iyer, G.R., Krishnan, R., Sharma, A., 2003. The internet and the price–va-
lue–loyalty chain. J. Bus. Res. 56 (5), 391–398.
Hayes, A.F., 2018. Introduction to Mediation, Moderation, and Conditional Process
Analysis: A Regression-Based Approach, second ed. The Guilford Press, New
York, NY.
Homburg, C., Fürst, A., 2005. How organizational complaint handling drives customer
loyalty: an analysis of the mechanistic and the organic approach. J. Mark. 69 (3),
95–114.
Hong, I.B., 2015. Understanding the consumer's online merchant selection process: the
roles of product involvement, perceived risk, and trust expectation. Int. J. Inf. Manag.
35 (3), 322–336.
Hoonsopon, D., Puriwat, W., 2016. The effect of reference groups on purchase intention:
evidence in distinct types of shoppers and product involvement. Australas. Market J.
24 (2), 157–164.
Human, G., Naudé, P., 2014. Heterogeneity in the quality–satisfaction–loyalty frame-
work. Ind. Mark. Manag. 43 (6), 920–928.
Jacoby, J., Chestnut, R.W., 1978. Brand loyalty: measurement and management. J.
Advert. 8 (2). https://doi.org/10.1080/00913367.1979.10717981.
Jacoby, J., Kyner, D.B., 1973. Brand loyalty vs. repeat purchasing behavior. J. Mark. Res.
10 (1), 1–9.
Kamran-Disfani, O., Mantrala, M.K., Izquierdo-Yusta, A., Martínez-Ruiz, M.P., 2017. The
impact of retail store format on the satisfaction-loyalty link-an empirical investiga-
tion. J. Bus. Res. 77, 14–22.
Kerin, R.A., Jain, A., Howard, D.J., 1992. Store shopping experience and consumer price-
quality-value perceptions. J. Retail. 68 (4), 376–397.
Kim, H.S., 2005. Consumer profiles of apparel involvement and values. J. Fash. Mark.
Manag. 9, 207–220.
Kim, W.G., Lee, C., Hiemstra, S.J., 2004. Effects of an online virtual community on cus-
tomer loyalty and travel product purchases. Tour. Manag. 25 (3), 343–355.
Kim, Y.K., Lee, M.Y., Park, S.H., 2014. Shopping value orientation: conceptualization and
measurement. J. Bus. Res. 67 (1), 2884–2890.
Kokkinaki, F., 1999. Predicting product purchase and usage: the role of perceived control,
past behavior and product involvement. Adv. Consum. Res. 26 (1), 576–583.
Koschate-Fischer, N., Cramer, J., Hoyer, W.D., 2014. Moderating effects of the relation-
ship between private label share and store loyalty. J. Mark. 78 (2), 69–82.
Kumar, V., Dalla Pozza, I., Ganesh, J., 2013. Revisiting the satisfaction–loyalty relation-
ship: empirical generalizations and directions for future research. J. Retail. 89 (3),
10
Journal of Retailing and Consumer Services 52 (2020) 101933
246–262.
Laroche, M., Nepomuceno, M.V., Richard, M.O., 2010. How do involvement and product
knowledge affect the relationship between intangibility and perceived risk for brands
and product categories? J. Consum. Mark. 27 (3), 197–210.
Laurent, G., Kapferer, J.-N., 1985. Measuring consumer involvement profiles. J. Mark.
Res. 22 (1), 41–53.
Liang, T.P., Huang, J.S., 1998. An empirical study on consumer acceptance of products in
electronic markets: a transaction cost model. Decis. Support Syst. 24 (1), 29–43.
Lichtenstein, D.R., Drumwright, M.E., Braig, B.M., 2004. The effect of corporate social
responsibility on customer donations to corporate-supported nonprofits. J. Mark. 68
(4), 16–32.
Maity, M., Dass, M., Malhotra, N.K., 2014. The antecedents and moderators of offline
information search: a meta-analysis. J. Retail. 90 (2), 233–254.
Mitchell, A.A., 1979. Involvement: a potentially important mediator of consumer beha-
vior. In: Wilkie, W.L. (Ed.), NA - Advances in Consumer Research Volume 06.
Association for Consumer Research, Ann Abor, MI, pp. 191–196.
Mitchell, A.A., 1981. The dimensions of advertising involvement. Adv. Consum. Res. 8
(1), 25–30.
Mitchell, V.-W., 2001. Re-conceptualizing consumer store image processing using per-
ceived risk. J. Bus. Res. 54 (2), 167–172.
Murray, K.B., 1991. A test of services marketing theory: consumer information acquisition
activities. J. Mark. 55 (1), 10–25.
Noble, S.M., Griffith, D.A., Adjei, M.T., 2006. Drivers of local merchant loyalty: under-
standing the influence of gender and shopping motives. J. Retail. 82 (3), 177–188.
Nunnally, J., 1978. Psychometric Methods. pp. 464–465.
Olsen, S.O., 2002. Comparative evaluation and the relationship between quality, sa-
tisfaction, and repurchase loyalty. J. Acad. Mark. Sci. 30 (3), 240–249.
Parasuraman, A., Zeithaml, V.A., Berry, L.L., 1988. Servqual: a multiple-item scale for
measuring consumer perc. J. Retail. 64 (1), 12.
Park, J., Gunn, F., Han, S.L., 2012. Multidimensional trust building in e-retailing: cross-
cultural differences in trust formation and implications for perceived risk. J. Retail.
Consum. Serv. 19 (3), 304–312.
Petty, R.E., Cacioppo, J.T., 1981. Issue involvement as a moderator of the effects on
attitude of advertising content and context. Adv. Consum. Res. 8, 20–24.
Petty, R.E., Cacioppo, J.T., 1986. The elaboration likelihood model of persuasion. In:
Berkowitz, Leonard (Ed.), Advance in Experimental Social Psychology. Academic
Press, New York, pp. 123–205.
Petty, R.E., Cacioppo, J.T., Schumann, D., 1983. Central and peripheral routes to ad-
vertising effectiveness: the moderating role of involvement. J. Consum. Res. 10 (2),
135–146.
Plunkett Research, 2014. Retail Industry Market Research. Retrieved 3/13/2014, from.
http://www.plunkettresearch.com/retailing-stores-market-research/industry-and-
business-data.
Pritchard, M.P., Havitz, M.E., Howard, D.R., 1999. Analyzing the commitment-loyalty
link in service contexts. J. Acad. Mark. Sci. 27 (3), 333–348.
Reuters, 2017. U.S. Online Retail Sales Likely to Surpass $1 Trillion by 2027: FTI. https://
www.reuters.com/article/us-usa-retail-internet/u-s-online-retail-sales-likely-to-
surpass-1-trillion-by-2027-fti-idUSKBN1CM1LW.
Richins, M.L., Bloch, P.H., 1986. After the new wears off: the temporal context of product
involvement. J. Consum. Res. 13 (2), 280–285.
Rigdon, E.E., Ringle, C.M., Sarstedt, M., Gudergan, S.P., 2011. Assessing heterogeneity in
customer satisfaction studies: across industry similarities and within industry dif-
ferences. Meas. Res. Methods Int. Market., Adv. Int. Market. 22, 169–194.
Samli, A.C., 1975. Use of segmentation index to measure store loyalty. J. Retail. 51
(1), 51.
Schmidt, J.B., Spreng, R.A., 1996. A proposed model of external consumer information
search. J. Acad. Mark. Sci. 24 (3), 246–256.
Shen, H., Wyer Jr., R.S., 2008. The impact of negative affect on responses to affect-reg-
ulatory experiences. J. Consum. Psychol. 18, 39–48.
Sheth, J.N., 1981. An Integrative Theory of Patronage Preference and Behavior. [Faculty
Working Paper No. 808] College of Commerce and Business Administration. Bureau
of Economic and Business Research. University of Illinois, Urbana-Champaign.
https://core.ac.uk/download/pdf/4834934.pdf.
Sheth, Jadish N., 1983. An integrative theory of patronage preference and behavior. In:
Darden, W.F., Lusch, R.F. (Eds.), Patronage Behavior and Retail Management. North-
Holland, New York, pp. 9–28.
Shi, Y., Lim, J.M., Weitz, B.A., France, S.L., 2018. The impact of retail format diversifi-
cation on retailers' financial performance. J. Acad. Mark. Sci. 46 (1), 147–167.
Sirdeshmukh, D., Singh, J., Sabol, B., 2002. Consumer trust, value, and loyalty in rela-
tional exchanges. J. Mark. 66 (1), 15–37.
Sirgy, M.J., Samli, A.C., 1985. A path analytic model of store loyalty involving self-
concept, store image, geographic loyalty, and socioeconomic status. J. Acad. Mark.
Sci. 13 (3), 265–291.
Sirohi, N., McLaughlin, E.W., Wittink, D.R., 1998. A model of consumer perceptions and
store loyalty intentions for a supermarket retailer. J. Retail. 74 (2), 223–245.
Srinivasan, S.S., Anderson, R., Ponnavolu, K., 2002. Customer loyalty in e-commerce: an
exploration of its antecedents and consequences. J. Retail. 78 (1), 41–50.
Strubel, J., Petrie, T.A., 2016. The clothes make the man: the relation of sociocultural
factors and sexual orientation to appearance and product involvement. J. Retail.
Consum. Serv. 33, 1–7.
Suh, J.-C., Youjae, Y., 2006. When brand attitudes affect the customer satisfaction-loyalty
relation, the moderating role of product involvement. J. Consum. Psychol. 16 (2),
145–155.
Sweeney, J.C., Soutar, G.N., 2001. Consumer perceived value: the development of a
multiple item scale. J. Retail. 77 (2), 203–220.
Warrington, P., Shim, S., 2000. An empirical investigation of the relationship between
M. Rokonuzzaman, et al.
product involvement and brand commitment. Psychol. Mark. 17 (9), 761–782.
Yang, L., Toubia, O., De Jong, M.G., 2015. A bounded rationality model of information
search and choice in preference measurement. J. Mark. Res. 52 (2), 166–183.
Yuen, E.F., Chan, S.S., 2010. The effect of retail service quality and product quality on
customer loyalty. J. Database Mark. Cust. Strategy Manag. 17 (3–4), 222–240.
Zaichkowsky, J.L., 1985. Measuring the involvement construct. J. Consum. Res. 12 (Dec),
11
Journal of Retailing and Consumer Services 52 (2020) 101933
341–352.
Zaichkowsky, J.L., 1994. The personal involvement inventory: reduction, revision, and
application to advertising. J. Advert. 23 (4), 59–70.
Zeithaml, V., 1987. Defining and Relating Price, Perceived Quality, and Perceived Value.
Working Paper No. 87-101. Marketing Science Institute, Cambridge, MA, pp. 87–101.