Sispa Nuradiana, Nurdin Sobari


Millennial is a potential generation for industry, yet they are quite challenging because of their critical attitude and low brand loyalty. Recently, retail stores have noticed the consumers’ shopping journey, especially the millennial generation who pay attention to the process of their shopping journey. As a low-involvement product, this type of product is more often sought by consumers in retail stores, hence consumers more often experience the low-involvement product shopping journey compared to the high-involvement products. However, there is little literature that describes millennial consumer behaviour in low-involvement products. This study aims to analyse how millennial behaviour in the searching process and confirmation of search behaviour can affect consumer output and satisfaction during the shopping trips. This research is a cross sectional study by conducting multiple regression in hypothesis analysis. The regression results indicate that the theory of disconfirmation expectations is statistically proven to occur in searching process for low-involvement products. This study found that there is an effect of disconfirmation that felt by respondents on the output of their shopping experience.

Keywords: Retail Search, Search Disconfirmation, Consumer Searching Behaviour, Millennial Generation, Millennial Searching Behaviour.

Full Text:



Ahmed, M. A., Ahmad, Z., Umar, M., Bukhari, S. Y., & Ijaz, B. (2009). A Comparison Of Brand Awareness In High-Involvement And Low-Involvement Prouducts. 5th International Conference on Statistical Sciences. Lahore Pakistan: Islamic Countries Society of Statistical Sciences.

Atulkar, S., & Kesari, B. (2017). Satisfaction, loyalty and repatronage intentions: Role of hedonic shopping values. Journal of Retailing and Consumer Services, 23-24.

Babin, B., & Darden, W. (1996). Good and bad shopping vibes: spending and patronage satisfaction. Journal of Business Research, 201-206.

Babin, B., Lee, Y., Kim, E., & Griffin, M. (2005). Modeling consumer satisfaction and word-of mouth: restaurant patronage in Korea. Journal of Service Marketing, 133-139.

Berger, J., & Schwartz, E. M. (2011). What Drives Immediate and Ongoing Word of Mouth? Journal of Marketing Research, 869-880.

Chandon, P., Wansibk, B., & Laurent, G. (2000). A benefit congruency framework of sales promotion effectiveness. Journal of Marketing, 65-81.

Clarke, P. D., & Mortimer, G. (2013). Self-gifting guilt: an examination of self-gifting motivations and post-purchase regret. Journal of Consumer Marketing, 472-483.

Creyer, E., & Ross, W. J. (1999). The development and use of a regret experience measure to examine the effects of outcome feedback on regret and subsequent choice. Marketing Letters, 373-386.

D’Astous, A. (2000). Irritating aspects of the shopping environment. Journal of Business Research, 149-156.

De Matos, C., & Rossi, C. (2008). Word-of-mouth communications in marketing: a Meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 578-596.

Deb, M. (2012). Evaluation of customer's mall preferences in India using fuzzy AHP approach. Journal if Advanced Management Research, 29-44.

Esbjerg, L., Jensen, B. B., Bech-Larsen, T., Barcellos, M. D., Boztug, Y., & Grunert, K. G. (2012). An integrative conceptual framework for analyzing customer satisfaction with shopping trip experiences in grocery retailing. Journal of Retailing and Consumer Services, 445-456.

Gillison, S., & Reynolds, K. (2018). Search effort and retail outcomes : the mediating role of search disconfirmation. Journal of Consumer Marketing, 698–708.

Goyette, I., Ricard, L., Bergeron, J., & Marticotte, F. (2010). e-WOM Scale: Word-of-Mouth Measurement Scale for e-Services Context. Journal of Administrative Sciences, 5-23.

Grimmelikhuijsen, S., & Porumbescu, G. A. (2017). Reconsidering the expectancy disconfirmation model. Three experimental replications. Public Management Review, 1272-1292.

Hair, J. F., Jr., B. W., Babin, B. J., & Anderson, R. E. (2009). Multivariate data analysis. New Jersey: Pearson Prentice Hall.

Halstead, D., Hartman, D., & Schmidt, L. S. (1994). Multi source effects on the satisfaction formation process. Journal of the Academy of Marketing Science, 114-129.

Hooper, D., Coughlan, J., & Mullen, M. R. (2008). Structural Equation Modelling: Guidelines for Determining Model Fit. Electronic Journal of Business Research Methods, 53-60.

Jack, E. P., & Powers, T. L. (2013). Shopping behaviour and satisfaction outcomes. Journal of Marketing Management, 1609-1630.

Jones, M. A., Reynolds, K. E., & Arnol, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 974-981.

Keaveney, S., Huber, F., & Herrmann, A. (2007). A model of buyer regret: selected prepurchase and postpurchase antecedents with consequences for the Brand and the channel. Journal of Business Research, 1207-1215.

Kesari, B., & Atulkar, S. (2016). Satisfaction of mall shoppers: A study on perceived utilitarian and hedonic shopping values. Journal of Retailing and Consumer Services, 22-31.

Liao, C., Hong-Nan, L., Luo, M. M., & Chea, S. (2017). Factors influencing Online Shoppers’ Repurchase Intentions: The Roles of Satisfaction and Regret. Information & Management, 651-668.

Loomes, G., & Sugden, R. (1982). Regret theory: an alternative theory of rational choice under uncertainty. The Economic Journal, 805-824.

Malhotra, N. K. (2010). Marketing research : an applied orientation. New Jersey: Prentice Hall.

Nugroho, E. A. (2017). World Finance: Infrastructure. Retrieved 2 2, 2019, from https://www.worldfinance.com

Oliver, R. (1980). A cognitive model of the antecedents and consequences of satisfaction decisions. Journal of Marketing Research, 460-469.

Oliver, R. (1981). Measurement and evaluation of satisfaction processes in retail settings. Journal of Retailing, 25-48.

Qazi, A., Tamjidyamcholo, A., Raj, R. G., Hardaker, G., & Standing, C. (2017). Assessing consumers’ satisfaction and expectations through opinions: Expectation and disconfirmation approach. Computers in Human Behavior, 450-460.

Reynolds, K. F. (2006). Search regret: antecedents and consequences. Journal of Retailing, 339-348.

Saltsman, T. L., Seery, M. D., Kondrak, C. L., Lamarche, V. M., & Streamer, L. (2019). Too many fish in the sea: A motivational examination of the choice overload experience. Biological Psychology, 17-30.

Schreiber, J. B., Nora, A., Stage, F. K., Barlow, E. A., & King, J. (2010). Reporting Structural Equation Modeling and Confirmatory Factor Analysis Results: A Review. Journal of Education Research, 323-338.

Smith, T. J., & Nichols, T. (2015). Understanding the Millennial Generation. Journal of Business Diversity.

Solomon, M. R. (2017). Consumer Behavior: Buying, Having, and Being. Edinburgh: Pearson Education.

Tanner, J., & Raymond, M. A. (2011). Marketing Principles. New York: Flat World Knowledge.

Wang, Q., & Shukla, P. (2013). Linking sources of consumer confusion to decision satisfaction: the role of choice goals. Psychology & Marketing, 295-304.

Woo, A. (2018, June 4). Understanding The Research On Millennial Shopping Behaviors. Retrieved from Forbes: https://www.forbes.com/sites/forbesagencycouncil/2018/06/04/understanding-the-research-on-millennial-shopping-behaviors/#5ff2e7355f7a


  • There are currently no refbacks.