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

Title
Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores
Authors
Yim, Mark Yi-CheonYoo, Seung-ChulSauer, Paul L.Seo, Joo Hwan
Ewha Authors
유승철
SCOPUS Author ID
유승철scopus
Issue Date
2014
Journal Title
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE
ISSN
0092-0703JCR Link

1552-7824JCR Link
Citation
JOURNAL OF THE ACADEMY OF MARKETING SCIENCE vol. 42, no. 5, pp. 528 - 544
Keywords
Shopper behaviorHedonic shopping motivationImpulsive purchaseVideo ethnographySuperstoreCo-shopper influence
Publisher
SPRINGER
Indexed
SSCI; SCOPUS WOS
Document Type
Article
Abstract
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.
DOI
10.1007/s11747-013-0357-2
Appears in Collections:
사회과학대학 > 커뮤니케이션·미디어학전공 > Journal papers
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