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Article
Publication date: 11 May 2015

Saman Khajehzadeh, Harmen Oppewal and Dewi Tojib

This paper aims to investigate the redemption of promotional offers in a mobile service context. It specifically studies how mobile coupon redemption depends on the type…

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2099

Abstract

Purpose

This paper aims to investigate the redemption of promotional offers in a mobile service context. It specifically studies how mobile coupon redemption depends on the type of product offered, the convenience of accessing a retailer and the consumer’s shopping motivation. Retailers increasingly use mobile coupon services as a complementary channel to send promotional offers to consumers.

Design/methodology/approach

Two studies examine how the three factors interact in determining coupon redemption. Both involve a scenario-based experiment. Participants are over 750 members of an online panel in the USA.

Findings

The results show that when the retailer offers a hedonic product, consumers’ shopping motivation matters more, whereas when the retailer offers a utilitarian product, consumers’ location dominates their redemption intentions.

Research limitations/implications

One limitation of this research is the use of hypothetical scenarios. Although this limitation was addressed by conducting a quasi-experiment, future research could be carried out using a field experiment.

Practical implications

Results suggest that in a mobile channel, personalization of promotions is more important for utilitarian shoppers than for hedonic shoppers.

Originality/value

Drawing on the theories of regulatory focus and preference for the status quo, this paper posits that mobile coupon redemption is determined by whether the offer requires consumers to divert from their focal shopping motivation (i.e. their status quo). The authors explain this difference by showing the mediating role of regulatory fit.

Details

European Journal of Marketing, vol. 49 no. 5/6
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 7 January 2020

Alisha Stein and B. Ramaseshan

The purpose of this paper is threefold: first, to examine the effects of different touch points on customer experience, second, effects of customer experience on loyalty…

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1881

Abstract

Purpose

The purpose of this paper is threefold: first, to examine the effects of different touch points on customer experience, second, effects of customer experience on loyalty intentions, and actual spend, and third, the moderating role of motivation orientation on these effects.

Design/methodology/approach

By recognizing the importance of capturing customer experience assessments at the “time of the experience”, a smartphone technology mobile app was developed for the purpose of this study. Real time customer experience data were collected at individual touch points.

Findings

The results show that the real-time touch point evaluations significantly effect overall customer experience and that these effects significantly differ for utilitarian and hedonic motivation orientations. The effects of technology, atmospherics, employee–customer interaction and service/product interaction touch points on overall customer experience are significantly stronger for hedonic orientation than for utilitarian orientation. In contrast, the effect of process touch point on overall customer experience is significantly stronger for utilitarian than hedonic orientation. Also, favorable overall customer experience evaluations exert significant positive influence on loyalty intentions, and actual spend, and these influences are significantly stronger for consumers with hedonic than utilitarian motivation orientations.

Practical implications

The findings of this study will enable companies to manage customer experience programs effectively by providing an understanding of the distinct touch points that occur along the customer journey and the relative importance of each of these touch points in enhancing customer experience.

Originality/value

This is the first empirical study that offers important insights on the effects of different touch points on customer experience, and on the moderating role of consumer motivation orientations on the touch points – customer experience – loyalty link by using real-time data.

Details

Journal of Service Management, vol. 31 no. 1
Type: Research Article
ISSN: 1757-5818

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Article
Publication date: 7 January 2014

Hilal Ozen and Nil Engizek

This study aims to explore whether hedonic motivations of Turkish consumers have any potential impact on their impulse buying tendencies (IBT) in the online environment…

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7502

Abstract

Purpose

This study aims to explore whether hedonic motivations of Turkish consumers have any potential impact on their impulse buying tendencies (IBT) in the online environment. Besides, it also covers which dimension of hedonic shopping motivation has the strongest effect on online IBT.

Design/methodology/approach

An online survey was conducted to test the structural model. A total of 430 Turkish online consumers served as the sample. Data analysis was conducted using confirmatory factor analysis and structural equation modelling.

Findings

Findings confirm that hedonic value drives online IBT. While three dimensions of hedonic shopping motivation (adventure, relaxation and value) affect online IBT in a positive way, social shopping was related negatively to online IBT. It was also found that idea shopping does not have a significant effect on online IBT.

Originality/value

Given the occurrence of impulse buying in online shopping and the importance of hedonic motivations on consumer behavior, this study provides useful insights into impulse buying behavior in an online setting. In developing markets like Turkey what is the role of hedonic shopping motivations in online IBT? This study is unique in addressing this question for Turkish online consumers.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 26 no. 1
Type: Research Article
ISSN: 1355-5855

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Article
Publication date: 2 November 2020

Rejikumar G. and Aswathy Asokan-Ajitha

Online cart abandonment is a severe issue posing challenges to e-commerce growth. Emerging economies such as India fascinates global marketing practitioners because of…

Abstract

Purpose

Online cart abandonment is a severe issue posing challenges to e-commerce growth. Emerging economies such as India fascinates global marketing practitioners because of favorable demographics and high levels of internet penetration. This study aims to consider the role of certain exogenous factors in developing shopping motivations that sequentially mediate to online purchase completion through impulsiveness under risk perceptions. The primary motivation behind this study is to understand the mental mechanism among online customers that develop purchase completion intentions, which prevent cart abandonment significantly.

Design/methodology/approach

Impact of e-commerce exogenous factors related to e-commerce such as website attributes, product features, promotional excellence and decision-making easiness on shopping motivations, impulsiveness and purchase completions intentions under the moderating effect of risk was estimated from the perceptions of Indian online customers (n = 243) using variance-based structural equation modeling and SPSS process macro v.3.0.

Findings

The most important exogenous variable that can influence purchase completion directly, sequentially through shopping motivations is decision easiness and promotions. Even though utility motivations are dominant in purchase completion intentions, hedonistic aspects are more critical in developing impulsiveness. The translation of impulsiveness to purchase completion is happening, but risk perception significantly moderates impulsiveness formation.

Research limitations/implications

Theoretically, this study examined online purchase completions being the most sought response by a customer to various stimuli in e-commerce. The study adopted a moderated mediation analysis in which shopping motivations and impulsiveness were mediators and risk as moderator. The interaction effect of risk on purchase completions was significant even when the mediating effects were prominent.

Practical implications

Contributes to the current knowledge-related online buying behavior in virtual retail formats and helps marketers in streamlining their focus in using impulsiveness as a strategic tool in reducing cart abandonment.

Originality/value

This study helps in understanding emerging trends in online buying behavior in India.

Details

Journal of Indian Business Research, vol. 13 no. 2
Type: Research Article
ISSN: 1755-4195

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Article
Publication date: 2 October 2019

Dong Xiaozhou

The purpose of this paper is to initially use a stochastic model to fit data of customer behavior stickiness and customer value, then estimate the corresponding parameters…

Abstract

Purpose

The purpose of this paper is to initially use a stochastic model to fit data of customer behavior stickiness and customer value, then estimate the corresponding parameters and use Bayesian rule to calculate its mathematical expectation.

Design/methodology/approach

The authors use expectations of customer behavior stickiness as an independent variable, expectations of customer value as a dependent variable, motivations of consumption as moderator and conduct regression analysis to research the relationship among the three. First, we will use the data of behavior for customer network shopping in the questionnaire to establish the random probability model and forecast. Second, we calculate the expected customer behavior stickiness and customer value. Finally, we use resurvey data of 100 subjects after three months (selected randomly from 373 objects) to test the model prediction.

Findings

The findings show that customer behavior stickiness has a significant effect on customer value, and the moderating effect of the hedonic motivation of consumption on the relationship above is proved. The value of customers who hold high hedonic motivation of consumption is mainly driven from website’s single visit time, whereas the value of customers who hold low or middle hedonic motivation of consumption is mainly driven from a website’s visit frequency.

Originality/value

The paper proves and quantifies the effects of the customer behavior stickiness for customer value in times of behavior. The results prove the moderation role of consumer motivation of the customer for the path of customer behavior stickiness→customer value, and make clear that the hedonic motivation is a necessary condition of average site visit time that has a significant impact on customer value.

Details

Journal of Contemporary Marketing Science, vol. 2 no. 2
Type: Research Article
ISSN: 2516-7480

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Article
Publication date: 10 December 2018

Devinder Pal Singh

The paper aims to investigate materialism as one of the retail shopping motives along with utilitarian/hedonic motivations in the Indian context. It aims to identify the…

Abstract

Purpose

The paper aims to investigate materialism as one of the retail shopping motives along with utilitarian/hedonic motivations in the Indian context. It aims to identify the key shopping motivations, which explain the shopping value in the context of malls. Furthermore, it intends to develop a shopping motivations-based typology of Indian mall shoppers, and to profile the motivational and demographic characteristics of the discerned segments.

Design/methodology/approach

The data were collected through a mall intercept survey. The shopping motivations were identified through literature, and established scales were utilised to collect data. Exploratory factor analysis was used to understand the underlying structure of mall shopping motives. Hierarchical and K-means clustering were used to cluster the consumers. Additionally, ANOVA along with post hoc tests were used to explore the mean differences between the various clusters. Cross-tabulation along with the chi-square statistic was used to understand the demographic characteristics of the clusters.

Findings

Indian mall shoppers are motivated by hedonistic, materialistic and utilitarian motives. They can be primarily classified into four clusters, namely, balanced shoppers, materialist shoppers, hedonistic shoppers and value shoppers.

Research limitations/implications

Knowledge of distinct consumer segments will aid marketers in formulating marketing and promotional strategies for augmenting mall footfalls.

Originality/value

Although past research has accentuated hedonic and utilitarian motivations as the primary shopping motives, little research has been conducted to examine materialism as a shopping motive. Rise of materialism in the emerging Indian market has metamorphosed the consumer behaviour. The study examines the utilitarian, hedonistic and materialistic dimensions of shopping and unfolds a typology of mall shoppers. It contributes to the repository of cross-national research on shopping behaviour by unravelling the shopping motivations of Indian consumers.

Details

Journal of Asia Business Studies, vol. 12 no. 4
Type: Research Article
ISSN: 1558-7894

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Article
Publication date: 22 February 2013

Sherriff T.K. Luk, Piyush Sharma and Ivy S.N. Chen

Prior research explores the moderating effects of age and gender on the relationships in the comprehensive service evaluation model, but it ignores the role of contextual…

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3948

Abstract

Purpose

Prior research explores the moderating effects of age and gender on the relationships in the comprehensive service evaluation model, but it ignores the role of contextual variables. The study aims to test the moderating effect of an important contextual variable (shopping motivation) on the service evaluation process.

Design/methodology/approach

Responses were collected from 2,727 shoppers in six retail categories (cosmetics, electronics, fashion, jewelry, telecommunication services, and department stores) using a mall-intercept approach and all the hypotheses were tested using structural equation modeling technique.

Findings

The study finds that relationships among sacrifice, value, satisfaction, and behavioral intentions are stronger in retail categories with utilitarian vs hedonic shopping motivation. In contrast, the relationships among service quality, value, satisfaction, and behavioral intentions are stronger in hedonic vs utilitarian retail categories.

Research limitations/implications

This paper uses a cross-sectional survey to test all the hypotheses, hence it cannot study actual shopping behavior in future. Moreover, it examines shopping motivation at a retail category level and not at individual shopper level. The results may also vary based on cross-cultural differences in customer expectations and perceptions.

Practical implications

The findings would help retail managers to identify relevant service dimensions, to improve perceived service quality, customer satisfaction, and value for the shoppers in their stores, which in turn may lead to more favorable behavioral intentions.

Originality/value

This paper offers new insights on the differences in expectations, perceptions, and evaluations of shoppers in hedonic vs utilitarian retail categories, and introduces the moderating role of shopping motivation, an important contextual variable.

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Article
Publication date: 9 July 2021

Angelica Blom, Fredrik Lange and Ronald L. Hess

This paper aims to investigate whether customer satisfaction varies when presented with different types of omnichannel promotions (shopping goal-congruent vs shopping…

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1320

Abstract

Purpose

This paper aims to investigate whether customer satisfaction varies when presented with different types of omnichannel promotions (shopping goal-congruent vs shopping goal-incongruent and monetary vs non-monetary promotions) and if the effect on satisfaction is mediated by service excellence. In addition, this paper examines whether consumers respond differently to these promotions when shopping for utilitarian or hedonic products or when they have an inherent utilitarian or hedonic shopping motivation.

Design/methodology/approach

Two online shopping scenario experiments are conducted. Study 1 (n = 1,034) differentiates effects of omnichannel promotions between hedonic and utilitarian product categories. Study 2 (n = 345) contrasts hedonic and utilitarian shopping motivation in the same product category.

Findings

The findings in this paper demonstrate positive effects from both presenting a shopping goal congruent and a monetary promotion in an omnichannel setting on customer satisfaction. The positive effects are explained by service excellence and are demonstrated to be attenuated in the hedonic product category and for consumers with a hedonic shopping motivation.

Research limitations/implications

The effect of omnichannel promotions was demonstrated using a scenario-based experimental approach, future research should use field experiments.

Practical implications

The findings in this paper demonstrate practical implications for a retailer who wishes to optimize its omnichannel promotion strategy across channels and touchpoints.

Originality/value

To date there is little directions for retailers on how to optimize their omnichannel promotion strategy. This paper contributes to research and practice by demonstrating that shopping goal-congruent promotions (vs in-congruent) and monetary promotions (vs non-monetary) increase customer satisfaction more in an omnichannel context. The effects are enhanced for utilitarian (vs hedonic) products/shopping motivation.

Details

European Journal of Marketing, vol. 55 no. 13
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 27 September 2021

Pedro Espírito Santo and Alzira Maria Ascensão Marques

The Internet has changed the nature of purchasing, proof of this being the proliferation of e-commerce sites which have seen their activity grow more quickly due to the…

Abstract

Purpose

The Internet has changed the nature of purchasing, proof of this being the proliferation of e-commerce sites which have seen their activity grow more quickly due to the COVID-19 pandemic. Therefore, the authors aim to investigate the impact of the consumer's hedonic motivations, price, access to information and trust on the online purchase intention.

Design/methodology/approach

A quantitative, transversal study of a conclusive nature was carried out. Based on information gathered through a questionnaire administered to a sample of 750 online purchasers, a structural equation model was estimated.

Findings

The results showed that the intention to continue purchasing in online shops is partly explained by access to information online, hedonic motivations and trust in e-commerce sites. It stands out that online information generates trust, and the perception of online prices does not influence loyalty but has a positive influence on hedonic motivations.

Research limitations/implications

Although some constructs were ignored, for example, the integration of channels, experiential marketing and the fear of fraud, including unauthorised use of personal details, the study shows that easy access to useful information about products, prices, promotions is an important antecedent of online purchase.

Practical implications

Online shop managers should pay special attention to e-commerce websites, and the information provided there should explore consumer's hedonic motivations for adventure. Furthermore, it is fundamental to create trust in order to maintain the interest in online shopping.

Originality/value

The estimation of the structural model in the context of online shopping includes the influence of utilitarian motivations (price and access to information), which offer a rational experience and also include emotional motivations (hedonic adventure motivations) on the intention to buy online. The results also revealed that it plays an important role to promote online trust and online loyalty.

Details

Baltic Journal of Management, vol. ahead-of-print no. ahead-of-print
Type: Research Article
ISSN: 1746-5265

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Article
Publication date: 11 May 2010

Jiyun Kang and Haesun Park‐Poaps

The purpose of this study is to investigate the relationships between fashion innovativeness/opinion leadership and utilitarian/hedonic shopping motivations. This study…

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14167

Abstract

Purpose

The purpose of this study is to investigate the relationships between fashion innovativeness/opinion leadership and utilitarian/hedonic shopping motivations. This study seeks to develop a better understanding of fashion leadership and determine the primary shopping motivations associated with fashion leadership.

Design/methodology/approach

A survey was completed by a total of 150 students at a large university in the southeastern USA. Multiple regression analyses, MANCOVA, and ANCOVA were employed to test the research hypotheses.

Findings

The results indicated that fashion innovativeness was significantly related to various hedonic shopping motivations; fashion innovativeness was positively associated with adventure and idea shopping motivations, whereas it was negatively associated with value shopping motivation. Fashion opinion leadership was positively associated with utilitarian shopping motivation.

Practical implications

The results of the study help to suggest various marketing and retailing strategies to stimulate fashion innovative behaviors through adventurous, stimulating, and up‐to‐date new fashions. They also suggest that fashion opinion leadership could be activated by focusing proper shopping environments or advertising on information/features for cognitive stimulation.

Originality/value

The study investigated a direct relationship between fashion leadership and shopping motivations for the first time. The findings of the study strengthen academic research on fashion leadership by identifying pre‐positioned shopping motivations that trigger fashion leadership, as well as practical applications.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 14 no. 2
Type: Research Article
ISSN: 1361-2026

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