In this study, we investigate the roles of political ideology, demographic characteristics and market environment in determining households' store patronage behavior. We measure two key dimensions of store patronage—store format preference and store loyalty trait—of 23,092 U.S. households using purchase data from Nielsen Homescan panel. We use county-level vote share of the Republican and Democratic parties across three U.S. Presidential elections to measure political ideology. We obtain measures of demographic characteristics and market environment from the Nielsen panel and the U.S. Census Bureau. Using fixed-effect regression models, we find systematic association between political ideology and households’ store patronage. Our findings contribute to the growing literature in marketing on the effects of political ideology on consumer behavior and have important implications for store loyalty programs, cross-selling strategies and store location decisions.

在这项研究中，我们调查了政治意识形态、人口特征和市场环境在决定家庭商店光顾行为中的作用。我们衡量商店光顾的两个关键维度——商店形式偏好和商店忠诚度特征— 23,092 个美国家庭使用 Nielsen Homescan 面板的购买数据。我们使用共和党和民主党在三届美国总统选举中的县级选票份额来衡量政治意识形态。我们从尼尔森小组和美国人口普查局获得人口特征和市场环境的衡量标准。使用固定效应回归模型，我们发现政治意识形态与家庭商店光顾之间的系统关联。我们的发现有助于营销中关于政治意识形态对消费者行为影响的文献不断增多，并对商店忠诚度计划、交叉销售策略和商店选址决策具有重要意义。