Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores

Much prior literature has focused on how hedonic shopping motivation operates in hedonic shopping environments such as shopping malls, but few empirical studies have assessed hedonic shopping motivation effects in utilitarian shopping environments. Combining a field survey (Study 1) with observation...

Full description

Saved in:
Bibliographic Details
Published in:Journal of the Academy of Marketing Science 2014-09, Vol.42 (5), p.528-544
Main Authors: Yim, Mark Yi-Cheon, Yoo, Seung-Chul, Sauer, Paul L., Seo, Joo Hwan
Format: Article
Language:English
Subjects:
Analysis
Behavior
Business and Management
Consumer behavior
Consumers
Consumption
Customer relations
Ethnography
Hypermarkets
Influence
Marketing
Motivation
Original Empirical Research
Purchase intention
Purchasing
Shopping
Shopping centers
Social Sciences
Studies
Superstores
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:Much prior literature has focused on how hedonic shopping motivation operates in hedonic shopping environments such as shopping malls, but few empirical studies have assessed hedonic shopping motivation effects in utilitarian shopping environments. Combining a field survey (Study 1) with observation using video ethnography (Study 2), our research addresses this issue. Our results empirically reveal how, through both psychological and behavioral routes, hedonic shopper motivation affects purchases in a utilitarian shopping environment, specifically a section of a superstore selling predominantly utilitarian products. Hedonic shopping motivation is found to induce consumer impulsiveness (psychological route) while also encouraging shoppers to stay longer in a store (behavioral route), which when combined result in greater consumer purchases than either route alone. Additionally we observe a moderating effect of co-shopper influences on these two routes. Implications of these findings are discussed.
ISSN:0092-0703
1552-7824
DOI:10.1007/s11747-013-0357-2