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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…

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 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…

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. ahead-of-print no. ahead-of-print
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: 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…

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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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…

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: 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…

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: 23 October 2017

Dipanjan Kumar Dey and Ankur Srivastava

The purpose of this research paper is to examine predictors of impulsive buying intentions among youngsters from a hedonic shopping perspective. Recent theoretical work…

Abstract

Purpose

The purpose of this research paper is to examine predictors of impulsive buying intentions among youngsters from a hedonic shopping perspective. Recent theoretical work suggests that impulsive buying can function as a form of different hedonic shopping value dimensions such as fun, social interactions, novelty, escapism and outside appreciation.

Design/methodology/approach

The present research empirically tests a theoretical model of impulse buying intentions by examining the associations between hedonic shopping value dimensions and intentions in the presence of situational characteristics as moderators. A survey of 333 youngsters aged 15 to 23 is conducted using a structured questionnaire. Constructs are measured using established scales.

Findings

Results indicate that the impulsive buying intentions of youngsters are positively associated with all the five dimensions of hedonic shopping value. Situational characteristics of money and time availability positively moderate this relationship. Task definition negatively moderates the association between impulsive buying intention and hedonic shopping value dimensions.

Research limitations/implications

Two major theoretical implications result from this study. First, the study enabled the conceptualization of a theoretical framework of impulse buying intentions by including five dimensions of hedonic shopping value as important factors in young consumers’ impulse behavior buying intentions. Further, it includes the moderating effects of all the three aspects of situational characteristics in the same model.

Practical implications

The marketers can make use of the shopping value dimensions and the situational characteristics moderators to design and implement marketing strategies so that sales via impulse buying are maximized.

Originality/value

This study provides novel insights on the complex process of impulsive buying by youngsters by expanding the application of the hedonic shopping motives in the presence of situational factors as moderating variables.

Details

Journal of Indian Business Research, vol. 9 no. 4
Type: Research Article
ISSN: 1755-4195

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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…

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

Keywords

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