4.1.4. Socialization value
Sometimes participants went shopping just to spend some time with their family or friends, not to focus on purchasing. Therefore, gaining positive shopping experiences through interaction with friends, family, salespeople, and other consumers is defined as socialization value.
The data reveal that some participants liked to hang out with friends and family at department stores and others liked to shop at mass merchandisers in order to spend time with others. Therefore, participants can gain socialization value from shopping at either retail format.
4.1.4. Socialization valueSometimes participants went shopping just to spend some time with their family or friends, not to focus on purchasing. Therefore, gaining positive shopping experiences through interaction with friends, family, salespeople, and other consumers is defined as socialization value.The data reveal that some participants liked to hang out with friends and family at department stores and others liked to shop at mass merchandisers in order to spend time with others. Therefore, participants can gain socialization value from shopping at either retail format.
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