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Article
Publication date: 11 November 2021

Ken Kumagai and Shin'ya Nagasawa

The study explores the influence of shopping channels on the hedonic shopping experience, contributing to subjective well-being (SWB) based on the purchased branded…

Abstract

Purpose

The study explores the influence of shopping channels on the hedonic shopping experience, contributing to subjective well-being (SWB) based on the purchased branded product. It also assesses the variations in these effects according to brand luxury. The purpose of the paper is to provide strategic suggestions for building luxury apparel distribution tactics that balance maintaining brand luxury with business growth through both physical stores and digital stores (e-retail).

Design/methodology/approach

Based on 418 samples collected in Japan, consumers' perceptions of hedonic shopping value and SWB are examined according to two channel factors, such as physical retail vs e-retail and mono-brand stores vs multi-brand stores. Additionally, the moderation effects of brand luxury are discussed.

Findings

Multi-group path analyses reveal that physical mono-brand stores contribute to hedonic shopping value. In addition, this experiential value is found to increase SWB, especially when the brand luxury level is high.

Practical implications

These findings suggest that managers should place a high level of importance on consumers' shopping experiences via physical direct retail especially in the case of a higher luxury level, even in today's highly developed digital environment.

Originality/value

The current study uniquely discusses the effects of shopping channels and experiences on SWB based on an acquired branded product, i.e., an evaluation of the outcome of shopping behavior and product acquisition. The study also reinforces the importance of physical stores suggested in previous luxury research.

Details

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

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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: 29 March 2013

Jeannot Abdul Karim, Mukesh Kumar and Sofiah Abd Rahman

The purpose of this paper is to verify the measurement scale of shopping values in the Malaysian context. Both hedonic as well as utilitarian shopping value measurement…

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3608

Abstract

Purpose

The purpose of this paper is to verify the measurement scale of shopping values in the Malaysian context. Both hedonic as well as utilitarian shopping value measurement scales were tested for their reliability and validity. Further, a series of hypotheses was developed to test the differences in the shopping values across the market segments based on demographic characteristics of the consumers. Finally, the discriminant analysis was used to determine the relative importance of each variable measuring shopping value in discriminating between the groups of interest.

Design/methodology/approach

The scale developed by Babin et al. for measuring shopping values has been put on test with modifications on selected questions to fit the local content. A convenient sampling technique was used to obtain information on hedonic and utilitarian values on a seven‐point Likert scale from a sample of 200 consumers from major shopping centres in Klang Valley, the most developed region in Malaysia. Statistical tools such as Cronbach's Alpha test, confirmatory factor analysis and discriminant analysis were used to analyze the data.

Findings

The findings reveal that hedonic shopping value measurement scale is a reliable and valid scale to be used for Malaysian consumers. However, the same could not be ascertained on the utilitarian shopping value measurement scale. The results further reveal that there are significant differences in the shopping values across the groups of interest. The sense of joy and escape are the most important variables discriminating between the groups based on gender, age and marital status.

Originality/value

The research in the area of shopping motivation is very limited in Asian countries, including Malaysia. This study undertakes an empirical examination of consumer value that encompasses the entire consumer shopping experience associated with the context.

Details

Asia Pacific Journal of Marketing and Logistics, vol. 25 no. 2
Type: Research Article
ISSN: 1355-5855

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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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3640

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: 11 June 2018

Valter Vieira, Fernando Oliveira Santini and Clécio Falcao Araujo

Hedonic and utilitarian shopping values have been researched since the mid-1980s in the fields of marketing, retail and specially on consumer behaviour. A number of…

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2743

Abstract

Purpose

Hedonic and utilitarian shopping values have been researched since the mid-1980s in the fields of marketing, retail and specially on consumer behaviour. A number of studies have found evidence of their effects on satisfaction, buying intention and loyalty, but others have found no such effects or negative results. The purpose of this study is to apply a meta-analytic review on the shopping values.

Design/methodology/approach

This paper presents a meta-analysis of the relationship between hedonic and utilitarian value on shopping response, using 190 studies. The authors also limited their search to the past 19 years (1995-2014).

Findings

The findings are as follows: hedonic shopping value is positively associated with utilitarian, ρ = 0.56; hedonic and utilitarian exhibit positive main effects on satisfaction, buying intention, loyalty, perceived benefits and search for information; in general, these associations are stronger (vs weaker) for utilitarian value; the effect size for the association between utilitarian and buying intention is stronger in the experimental condition and the indirect effect of hedonic on value, loyalty and word-of-mouth by the mediating effect of value.

Research limitations/implications

The authors proposed and found support for the parallel mediating effect. They also observed that not only hedonic and utilitarian shopping values had indirect effects on loyalty and word-of-mouth through perceived value and satisfaction but also both shopping values had different effects depending on the respective mediator. The indirect effects of hedonic values occur because the emotional and psychological circumstances of experience increase the perceived value, influencing consumers’ responses.

Practical implications

Retailers can create specific stores for consumers to attend to their shopping values. For example, the Adidas brand centre in Beijing/China provides the consumer with a unique and interactive retail experience. This kind of concept store and its experience (e.g. tunnel entry and team room) are congruent with shoppers’ hedonic value. Conversely, Nike Factory Store in the USA provides the consumer with a simple and fast retail experience.

Originality/value

The authors provide sufficient evidence that the two dimensions, hedonic and utilitarian value, are positively associated. This result is congruent with Batra and Ahtola (1991), Babin et al. (1994) and Spangenberg et al. (1997). The results support Chiu et al.’s (2005) argument that utilitarian and hedonic are positively associated based on Fishbein and Ajzen’s affect–cognition link and suggested that the instrumental and functional values are related to spontaneous responses that are more subjective and personal.

Details

Journal of Consumer Marketing, vol. 35 no. 4
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…

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3890

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: 16 July 2021

Shaifali Chauhan, Richa Banerjee, Chinmay Chakraborty, Mohit Mittal, Atul Shiva and Vinayakumar Ravi

This study aims to investigate the shopping behaviour of consumers, mainly in fashion apparels, and intends to understand consumer buying patterns in Indian context. The…

Abstract

Purpose

This study aims to investigate the shopping behaviour of consumers, mainly in fashion apparels, and intends to understand consumer buying patterns in Indian context. The study was designed to determine the level of consumer's sense of belonging towards apparel shopping by applying the concept of self-congruence.

Design/methodology/approach

The study used variance-based partial least squares structural equational modelling (PLS-SEM) on a cross-sectional study conducted on 569 consumers. The study was conducted by using questionnaire to collect the responses from the central zone of India. The results support most of the projected hypotheses.

Findings

The study focused on the shopping behaviour of consumer such as self-congruence, impulse buying, hedonic values and consumer satisfaction. The results of the study highlight the association of constructs and analysed the mediation relation of hedonic and impulse buying constructs. The results revealed a positive association among the constructs and also found a partial mediation effect in their relation with constructs.

Research limitations/implications

The findings are outcomes of an empirical study conducted in the fashion apparel industry of India based on the sample set of urban consumers. The study is restricted to the direct and indirect relationship of constructs. Further, research can examine by using moderating constructs like demographic factors (gender, age, income, etc.) and other shopping behaviours (like brand loyalty, brand love, brand attachment) for more clarity in results. Moreover, the study limited is with fashion apparel, whereas there are many categories in the fashion industry like accessories, perfumes, cosmetic products, footwear and also other products industry.

Practical implications

The study provided valuable inputs to the literature of marketing where self-congruence affects consumer shopping behaviour such as impulse buying, hedonic values and consumer satisfaction. The study proposes a practical approach that can help the marketing professionals and product developers to have a deep understanding about consumer shopping behaviour for facilitating consumer-oriented goods in the Indian fashion industry.

Originality/value

This is one of the first studies in the fashion industry to test the association of self-congruence with hedonic value and consumer satisfaction. This relation is not tested in context of fashion apparel. Additionally, this study also examined the mediating effect of hedonic value and impulse buying in relation with self-congruence and consumer satisfaction in the Indian context.

Details

International Journal of Pervasive Computing and Communications, vol. 17 no. 4
Type: Research Article
ISSN: 1742-7371

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Article
Publication date: 23 February 2021

Saqib Ali, Manit Mishra and Hafiz Muhammad Usama Javed

The purpose of this study is to examine the association between mall personality, hedonic and utilitarian shopping value, and shoppers' well-being. The moderating effect…

Abstract

Purpose

The purpose of this study is to examine the association between mall personality, hedonic and utilitarian shopping value, and shoppers' well-being. The moderating effect of compulsive shopping on the association between both hedonic and utilitarian shopping value, and shoppers' well-being is also investigated.

Design/methodology/approach

This study is quantitative in nature, and a purposive sampling technique is used. Data was collected through mall intercept survey. The authors collected 431 usable responses from respondents at two different malls in Lahore, Pakistan. PLS-SEM was employed to test the proposed hypotheses.

Findings

Results indicate that mall personality significantly and positively influences both hedonic and utilitarian shopping value and shoppers' well-being. Similarly, hedonic shopping value has a significant and positive impact on shoppers' well-being, while utilitarian shopping value has a non-significant relationship with shoppers' well-being. Moreover, while compulsive shopping behaviour moderates the positive relationship between hedonic shopping value and shoppers' well-being, it does not moderate the relationship between utilitarian shopping value and shoppers' well-being.

Originality/value

Despite the extant studies on brand and store personality on numerous retail outcomes, no study has examined the association between mall personality and shoppers' well-being. Another key contribution of this study is to examine moderation effect of compulsive shopping on the association between shopping value and shoppers' well-being. Additionally, this study enlightens mall administration to emphasise upon mall personality and hedonic shopping value so as to enhance shoppers' well-being, more so if its product assortment encourages compulsive shopping.

Details

International Journal of Retail & Distribution Management, vol. 49 no. 8
Type: Research Article
ISSN: 0959-0552

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Article
Publication date: 4 November 2014

Vaughan Reimers and Fred Chao

The purpose of this study is to determine the role of convenience in a recreational shopping trip. In an effort to address the shopping strip’s forfeiture of market share…

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2525

Abstract

Purpose

The purpose of this study is to determine the role of convenience in a recreational shopping trip. In an effort to address the shopping strip’s forfeiture of market share to the mall and the Internet, retail planners have utilised a variety of intervention strategies. One such strategy is to differentiate the strip by emphasising its hedonic attributes. An often overlooked alternative is to compete with both of these formats in a key area of competitive disadvantage – convenience. Whereas these two alternatives have traditionally been regarded as separate strategies, this study examines whether convenience actually serves as a source of satisfaction in a hedonic shopping context.

Design/methodology/approach

A recreational shopping trip to a shopping strip (also referred to as Main Street or the High Street) in Melbourne, Australia, served as the context for this study. The study used a quantitative survey approach to collect its data and structural equation modelling to analyse it.

Findings

Surprisingly, the hedonic attributes of a shopping strip do not influence trip satisfaction in the context of a recreational shopping strip. Contrary to a significant body of academic research, it is instead the time-saving and distance-minimising properties of a shopping strip, as well as its overall convenience, which determine satisfaction.

Originality/value

The results have important implications for Town Centre Management schemes because they suggest that responsibility for providing a hedonic shopping experience rests with its individual retailers. Instead, the role of strip planners is to facilitate the other side of the value-equation by minimising the hassles involved in strip shopping. The results of this study also question the traditional belief that hedonic- and convenience-based rejuvenation strategies should be treated as two distinct strategies. Instead, convenience should be regarded as a prerequisite to a satisfying recreational shopping trip.

Details

European Journal of Marketing, vol. 48 no. 11/12
Type: Research Article
ISSN: 0309-0566

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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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3978

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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