How the Measurement of Store Choice Behaviour Moderates the Relationship between Distance and Store Choice Behaviour

The influence of distance on consumer store choice behaviour has been considered in many studies. In that respect, frequency and budget share are frequently used methods of measurement to determine the consumer's store choice behavour. In this study, we propose that the significance of distance is influenced by the way in which store choice behaviour is conceptualized. A survey among 631 consuemrs was performed in order to examine the research proposition. Structural equation results suggest that the negative effect of distance on store choice behaviour is larger when store choice behaviour is measured as number of visits to a particular store than wehen store cjoice behaviour is measured as the percentage of budget spend at a particular store. Our results indicate that researchers should carefully consider the measurement of store choice behaviour when carrying out empirical research invlving the concept of distance.