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Article
Publication date: 21 September 2020

Sinan Çavuşoğlu, Bülent Demirağ and Yakup Durmaz

This paper aims to determine the effects of hedonic shopping value on discounted product purchasing intention.

Abstract

Purpose

This paper aims to determine the effects of hedonic shopping value on discounted product purchasing intention.

Design Methodology Approach

The population of the research consists of consumers who have wanted to benefit from “Magnificent Friday” campaigns or similar campaigns of big shopping malls in Gaziantep between the November 15, 2019 and the December 31, 2019. Out of non-probability sampling methods, convenience sampling method was used in this research. Sample number was determined as 425. To test the hypotheses, Smart partial least squares 3 statistics program was used, and the evaluation of the hypotheses was conducted by using the bootstrapping technique.

Findings

Analyses show that innovation (β = 0.150, p < 0.001), entertainment (β = 0.192, p < 0.001), praise from others (β = 0.234, p < 0.001), escaping reality (β = 0.274, p < 0.001) and social interaction (β = 0.183, p < 0.001) dimensions of hedonic shopping value positively affect discounted product purchasing intention. Accordingly, H1, H2, H3, H4 and H5 were accepted.

Research Limitations Implications

Because the research has time, cost, accessibility and control limitations, the whole population was not reached. The research was only carried out on the data collected from 425 consumers in Gaziantep who benefited from or want to benefit from Magnificent Friday campaign or similar campaigns.

Practical Implications

During discount season when shopping activities are more intense, consumers tend to focus more on the entertainment value and suitability. Because consumers see these seasons as seasons to buy gifts, their interests in and purchasing intention toward products and shops increase. During discount seasons such as Magnificent Friday or New Year’s, businesses may take advantage of consumers who have a tendency for hedonic shopping.

Originality Value

This research studied the effect of hedonic shopping value on purchasing intention and contributed to the literature in this aspect. There have been no studies in national literature hat studied hedonic shopping with such an extent, and there have also been no studies focusing on Magnificent Friday campaigns. For this reason, this research is original in these aspects and thought to contribute to the literature.

Details

Review of International Business and Strategy, vol. 31 no. 3
Type: Research Article
ISSN: 2059-6014

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Article
Publication date: 4 December 2017

Chi-Hsun Lee and Jyh Jeng Wu

The purpose of this paper is to investigate the consumer experience of flow in an online consumer shopping environment and use online consumer participants to examine how…

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3357

Abstract

Purpose

The purpose of this paper is to investigate the consumer experience of flow in an online consumer shopping environment and use online consumer participants to examine how consumer pursuit of shopping value links in turn affects their satisfaction and unplanned purchase behavior.

Design/methodology/approach

The research model was tested using the data collected from 363 valid questionnaires. Structural equation modeling was employed to verify and validate the research model.

Findings

The results of this study show that perceived control of flow and concentration will positively affect consumer utilitarian value, while concentration and cognitive enjoyment will positively affect hedonic value. Further, the effect of utilitarian value on satisfaction is greater than that of hedonic value. Finally, hedonic value positively affects unplanned buying behavior. This research results may serve as a reference for online store operators.

Research limitations/implications

This study used cross-sectional data for its cause and effect analysis. Long-term conclusions based on this study are not possible. Future scholars may consider using a longitudinal approach.

Practical implications

The results of this study clearly demonstrate that e-commerce operators must construct environments that create flow experiences for shoppers by increasing their perceived control, concentration, and cognitive enjoyment. Doing so will create both utilitarian and hedonic values, making consumers feel satisfied with their shopping experience and leading them to make purchases not originally planned in their shopping list.

Originality/value

This study’s major contribution is its successful linkage of the dimensions of flow experience to purchase values. Moreover, it confirms that when online shoppers have an unselfconscious flow experience, they will experience both utilitarian and hedonic values, thus increasing their satisfaction.

Details

Industrial Management & Data Systems, vol. 117 no. 10
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 28 February 2019

Kenny Basso, Caroline da Costa Duschitz, Cassandra Marcon Giacomazzi, Monique Sonego, Carlos Alberto Vargas Rossi and Danúbia Reck

Time pressure may change how people behave. The multiplicity of options and the nature of the products, hedonic or utilitarian, might increase the complexity of the choice…

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4052

Abstract

Purpose

Time pressure may change how people behave. The multiplicity of options and the nature of the products, hedonic or utilitarian, might increase the complexity of the choice and alter the effects of time pressure. Combining both factors, the purpose of this paper is to verify the moderating role played by the nature of the products observing the relationship between interaction (time pressure × multiplicity of options) and choice delay.

Design/methodology/approach

A two-level factorial experimental design was applied (time pressure: with; without) × 2 (number of alternatives: two; six) × 2 (type of purchase: hedonic; utilitarian), with mixed design, considering the purchase delay a dependent variable.

Findings

The results signal that the nature of the products moderates the effects of the interaction between time pressure and choice overload in purchase delay. Utilitarian purchases are more susceptible to the effects of time pressure and options overload than hedonic purchases.

Originality/value

The interaction between time pressure and choice overload, researched in previous works, influences in different ways the purchase of utilitarian or hedonic products. This differentiation, taking into consideration the type of product, brings new perspectives on the purchase decision process and provides theoretical and practical information on the effects of information overload and time pressure over the consumer decision-making process.

Details

Revista de Gestão, vol. 26 no. 2
Type: Research Article
ISSN: 2177-8736

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Article
Publication date: 28 October 2013

Peter David Clarke and Gary Mortimer

Self-gifting is a performative process in which consumers purchase products for themselves. The literature to date remains silent on a determination and connection between…

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4201

Abstract

Purpose

Self-gifting is a performative process in which consumers purchase products for themselves. The literature to date remains silent on a determination and connection between the extents of post-purchase regret resulting from self-gifting behavior. The purpose of this paper is to examine identification and connection of self-gifting antecedents, self-gifting and the effect on post purchase regret.

Design/methodology/approach

This study claims the two antecedents of hedonistic shopping and indulgence drive self-gifting behaviors and the attendant regret. A total of 307 shoppers responded to a series of statements concerning the relationships between antecedents of self-gifting behavior and the effect on post-purchase regret. Self-gifting is a multi-dimensional construct, consisting of therapeutic, celebratory, reward and hedonistic imports. Confirmatory factor analysis and AMOS path modeling enabled examination of relationships between the consumer traits of hedonistic shopping and indulgence and the four self-gifting concepts.

Findings

Hedonic and indulgent shoppers engage in self-gifting for different reasons. A strong and positive relationship was identified between hedonic shoppers and reward, hedonic, therapeutic and celebratory self-gift motivations. hedonic shoppers aligned with indulgent shoppers who also engaged the four self-gifting concepts. The only regret concerning purchase of self-gifts was evident in the therapeutic and celebratory self-gift motivations.

Research limitations/implications

A major limitation was the age range specification of 18 to 45 years which meant the omission of older generations of regular and experienced shoppers. This study emphasizes the importance of variations in self-gift behaviors and of post-purchase consumer regret.

Originality/value

This research is the first examination of an hedonic attitude to shopping and indulgent antecedents to self-gift purchasing, the concepts of self-gift motivations and their effect on post-purchase regret.

Details

Journal of Consumer Marketing, vol. 30 no. 6
Type: Research Article
ISSN: 0736-3761

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Article
Publication date: 14 November 2017

Ilaria Baghi and Paolo Antonetti

Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives are more effective when linked with hedonic than utilitarian products…

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1267

Abstract

Purpose

Past research on cause-related marketing (CRM) suggests that these socially beneficial initiatives are more effective when linked with hedonic than utilitarian products. Little is known, however, about the process underpinning this effect. This paper aims to investigate why and under what circumstances CRM enhances the appeal of hedonic products by testing the mediation of guilt and introducing the moderating role of cause-product fit.

Design/methodology/approach

The authors test a model of moderated mediation in two studies. Study 1 shows that the effectiveness of combining CRM with hedonic consumption is explained by the mediating role of feelings of guilt. Study 2 demonstrates that this mediation depends on the level of fit or congruency between the cause and the product.

Findings

Results suggest that CRM campaigns offer the opportunity to improve the consumption experiences of hedonic products by reducing the feelings of guilt intrinsically connected with these options. Moreover, fit moderates the emotional processes activated by CRM initiatives. When fit is high, CRM reduces guilt and improves consumers’ experiences when purchasing hedonic alternatives.

Originality/value

The study extends current understanding of how CRM can promote hedonic consumption and contributes further to research on guilt as an emotion able to promote responsible consumption decisions. Moreover, the study introduces and tests the impact of cause-product fit in predicting consumers’ ethical purchase intention. For managers of hedonic brands, the study offers important implications on how to deploy CRM campaigns to foster better customer experiences.

Details

European Journal of Marketing, vol. 51 no. 11/12
Type: Research Article
ISSN: 0309-0566

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Article
Publication date: 10 April 2019

Patricio Esteban Ramírez-Correa, Elizabeth E. Grandón and Jorge Arenas-Gaitán

The purpose of this paper is to determine differences in customers’ personal disposition to online shopping.

Abstract

Purpose

The purpose of this paper is to determine differences in customers’ personal disposition to online shopping.

Design/methodology/approach

The research model was proposed based on two types of purchases (hedonic vs utilitarian) and on personal traits of individuals against technology throughout the Technology Readiness Index (TRI) 2.0. Generation and gender were considered to evaluate their impact on the type of purchases. Consumers’ data were collected in Chile through 788 face-to-face surveys. The partial least squares approach was used to test the research model.

Findings

The findings show that optimism and discomfort influence online shopping. Moreover, generation and gender moderate the relationship between the dimensions of the TRI and online purchases.

Originality/value

The contributions of this study are threefold. The analysis of personal traits and the type of purchases contribute to the existing literature on consumer behavior and e-commerce, and provide some insights for marketers to identify segmentation strategies by analyzing the gender and generation of individuals. Second, this study contributes to examining the stability and invariances of the TRI 2.0 instrument, which has not been fully revised in less developed countries. Third, this study adds to the existing body of research that argues that demographic variables are not sufficient to understand technology adoption by individuals by including psychological variables.

Details

Industrial Management & Data Systems, vol. 119 no. 4
Type: Research Article
ISSN: 0263-5577

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Article
Publication date: 8 February 2013

My Bui and Elyria Kemp

This research examines how hedonic shopping experiences for online music impact emotion regulation processes and how feelings regarding previous online music purchases

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3520

Abstract

Purpose

This research examines how hedonic shopping experiences for online music impact emotion regulation processes and how feelings regarding previous online music purchases influence repeat purchase behaviour. The paper aims to introduce a model that explains and examines the meditating role of consumers' attitudes, emotion regulation and subjective norms in the shopping experience for online music.

Design/methodology/approach

Structural equation analysis based on AMOS 17.0 techniques, using the maximum likelihood estimation method, was used to assess the measurement and structural model. Confirmatory factor analysis was conducted to determine construct and discriminant validity before testing hypotheses of the structural model.

Findings

Results indicate that shopping for music online involves an emotional and hedonic component. Specifically, consumer attitudes, emotion regulation as well as subjective norms influence repeat purchase intentions.

Research limitations/implications

Emotion regulation in traditional retailing environments has been heavily studied, however, limited research exists to examine emotion regulation in the online retailing environment. With the proliferation of online retailing, this study makes important contributions to understanding online shopping behaviour for hedonic products.

Practical implications

Based on the findings of this research, online music retailers should consider developing applicable customer‐valued alternatives to positively influence the overall online shopping experience.

Originality/value

This paper models consumer emotion regulation beyond the traditional retailing environment and examines it in a virtual retailing environment. Results prove to be important as emotion regulation impacts consumer behaviour beyond previously known traditional settings.

Details

International Journal of Retail & Distribution Management, vol. 41 no. 2
Type: Research Article
ISSN: 0959-0552

Keywords

Content available
Article
Publication date: 12 February 2019

Isabel Sánchez García and Rafael Curras-Perez

The purpose of this paper is to study the drivers of service provider switching intention other than satisfaction and, additionally, analyse the moderating role of the…

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3650

Abstract

Purpose

The purpose of this paper is to study the drivers of service provider switching intention other than satisfaction and, additionally, analyse the moderating role of the type of service (utilitarian vs hedonic). Specifically, the authors study the effects of alternative attractiveness, post-purchase regret, anticipated regret and past switching behaviour.

Design/methodology/approach

A representative survey with 800 consumers of mobile phone services (utilitarian) and holiday destinations (hedonic) was carried out.

Findings

Satisfaction is not a significant antecedent of switching intention in the hedonic service and its effect is marginal in the utilitarian service. In the utilitarian service, the main predictor of switching intention is post-purchase regret, whereas in the hedonic service, the main determinants of switching intention are past switching behaviour and anticipated regret.

Originality/value

The main contribution of this study is the analysis of the determinants of provider switching behaviour that may explain abandonment by satisfied customers, to see if their influence is greater or smaller than that of satisfaction itself, which has been the most analysed variable. Furthermore, there are expected to be differences between utilitarian and hedonic services, an aspect which is also studied in this work.

Details

European Journal of Management and Business Economics, vol. 29 no. 1
Type: Research Article
ISSN: 2444-8494

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Article
Publication date: 16 May 2018

Wei Wu, Vivian Huang, Xiayu Chen, Robert M. Davison and Zhongsheng Hua

The purpose of this paper is to explore how the shoppers’ social value perception affects their purchase intention in online shopping context through its distinct role and…

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2090

Abstract

Purpose

The purpose of this paper is to explore how the shoppers’ social value perception affects their purchase intention in online shopping context through its distinct role and relationships with other value dimensions. The moderating effect of the characteristics of other members on the relationship among value dimensions and the difference of value perception between experienced and inexperienced members were also tested to identify the boundary conditions of the proposed model.

Design/methodology/approach

The survey included 272 consumers from a well-known social shopping website in China to test the hypotheses.

Findings

The results indicate that hedonic and utilitarian value fully mediate the relationship between social value and purchase intention. Perceived expertise positively moderates the relationship between social value and the other two values. In particular, the results found that while inexperienced members can acquire both higher utilitarian and hedonic value from social value and their purchase intention relies more on the hedonic value, experienced members place greater emphasis on the utilitarian value.

Practical implications

The results may help vendors regain confidence in the social shopping business mode and offer specific policy implications on how to leverage shoppers’ social value perception to generate their purchase intention in a social shopping context.

Originality/value

This study focuses on the legitimacy of the independent role of social value and sheds light on the relationships among social value and other value dimensions based on social capital theory, which was under-explored by previous studies. Besides, this study clarifies the moderating role of experience, which highlights the previously unnoticed changing role of consumers’ value perception.

Details

Information Technology & People, vol. 31 no. 3
Type: Research Article
ISSN: 0959-3845

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Article
Publication date: 11 June 2018

Stephanie Q. Liu, Marie Ozanne and Anna S. Mattila

People express subjectivity and objectivity in everyday communication, yet little is known about how such linguistic content affects persuasion in electronic word-of-mouth…

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1837

Abstract

Purpose

People express subjectivity and objectivity in everyday communication, yet little is known about how such linguistic content affects persuasion in electronic word-of-mouth (eWOM). Drawing on the congruity theory and the selectivity model, the present study proposes that the effectiveness of subjectivity/objectivity expressions in an online review is contingent on whether the consumption experience is primarily hedonic or utilitarian, and whether the decision maker is a male or female. Furthermore, this study aims to examine the psychological mechanism that underlies the proposed effects.

Design/methodology/approach

This research used an experimental design to test the hypotheses. Four versions of online review stimuli were created. Participants were asked to read the online reviews and to complete a survey.

Findings

The findings indicate that expressing subjectivity (vs objectivity) in online reviews effectively boosts men’s purchase intention in the hedonic context and women’s purchase intention in the utilitarian context. Furthermore, the mediation analysis reveals that perceived relevance of the review is the psychological mechanism explaining the joint effects of linguistic style, consumption type and gender on purchase intention.

Originality/value

This research is the first to examine expressing subjectivity (vs objectivity) as a persuasion strategy in online reviews. Findings of this research add to the growing literature on linguistic effects in eWOM. Furthermore, this research deepens the understanding of conversational norms for hedonic vs utilitarian consumption in consumer-generated content and gender differences in processing online reviews.

Details

Journal of Consumer Marketing, vol. 35 no. 4
Type: Research Article
ISSN: 0736-3761

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