Does Companion Shopping Increase People’s Apparel Purchasing Power

Consumer Behavior Secondary Research
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Consumer Behavior Secondary Research
Shopping is intrinsically a social activity often performed by companions such as family members and friends. A companion is a person: - a friend, or a family who accompanies a customer (Hart & Dale, 2014). Studies on companion shopping suggest that social motivation influences consumers to shop with others (Sommer et al., 1992). These companions have a significant impact on the consumer's purchasing behavior. A companion can affect the shopper’s decision-making on which stores to visit, the products to purchase, and the amount and time to spend (Mangleburg et al., 2004). Companions can also increase shopping emotions, offer advice, and encourage social exchange (Harrell et al., 1980). Borges et al. (2010) noted that the presence of companions often results in more pleasant shopping experiences compared to shopping alone. The present research investigates whether companion shopping increases people’s apparel purchasing power.
Literature Review
A significant relationship exists between a consumer's purchasing behavior and companion shopping. As noted, companion shopping influences most decisions made by a focal shopper. According to Borges et al. (2010), companion shopping lowers the risk perceived by the shopper and strengthens the shopper’s confidence that they can make a wise purchase decision. For instance, being accompanied by an individual with knowledge about the growing fashion trends can help a shopper make the correct decision on the clothes to purchase. Luo (2005) determined that the companion can advise the shopper on the trends and make them choose the best products. In other words, a companion can provide advice to increase shoppers' confidence in purchase decisions.
Studies show that more than 75% of consumers shopping with companions cite risk reduction as one of the primary reasons for shopping with assistance (Borges, Chebat, & Babin, 2010). According to Hart & Dale (2014), shopping companions offer informational support to consumers by providing plans, interpretations, and solutions. Informational support entails providing advice, recommendations, or knowledge that can help the consumer choose the best products (Hart & Dale, 2014). Due to this supp...