Weather effects on consumer variety-seeking

Jing Tian, Yicheng Zhang, Chee Wei Phang, Cheng Zhang

Research output: Chapter in Book/Conference proceedingConference contributionpeer-review

1 Citation (Scopus)

Abstract

Variety-seeking, as a kind of pervasive consumer behaviour, has been studied extensively. While much of the prior research has examined the effects of individual factors on consumer variety-seeking, how external conditions, in particular weather, may influence this behaviour has not been considered. Weather profoundly affects people's daily life. Emerging studies have verified the effects of weather on the sales of department stores. This paper investigates how weather affects consumers' variety-seeking using over seven hundred thousand records of supermarket panel data. Our analyses show that bad weather (i.e., less sunlight) and higher temperature conditions both could increase variety-seeking behaviour. In addition, in these weather conditions, females and younger consumers show higher variety-seeking tendency than males, older consumers. Implications for research and practice are discussed.

Original languageEnglish
Title of host publicationPacific Asia Conference on Information Systems, PACIS 2016 - Proceedings
PublisherPacific Asia Conference on Information Systems
ISBN (Electronic)9789860491029
Publication statusPublished - 2016
Externally publishedYes
Event20th Pacific Asia Conference on Information Systems, PACIS 2016 - Chiayi, Taiwan, Province of China
Duration: 27 Jun 20161 Jul 2016

Publication series

NamePacific Asia Conference on Information Systems, PACIS 2016 - Proceedings

Conference

Conference20th Pacific Asia Conference on Information Systems, PACIS 2016
Country/TerritoryTaiwan, Province of China
CityChiayi
Period27/06/161/07/16

Keywords

  • Consumer heterogeneity
  • Mehrabian-russell model
  • Variety-seeking
  • Weather

ASJC Scopus subject areas

  • Information Systems

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