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1 – 10 of over 24000
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 seeks to…

15162

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

Keywords

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 key…

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

Keywords

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 favorable…

3242

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

Keywords

Article
Publication date: 2 August 2013

William W. Hill, Sharon E. Beatty and Gianfranco Walsh

– The purpose of this study is to identify key motivations for adolescents using and shopping on the internet, and to segment the sample based on these motivations.

4459

Abstract

Purpose

The purpose of this study is to identify key motivations for adolescents using and shopping on the internet, and to segment the sample based on these motivations.

Design/methodology/approach

This research occurs in two phases: a qualitative phase involving interviews with adolescents aged 12-15 and parents of adolescents in this age group; then, a quantitative phase using a survey (n=360) to measure the motivations and other key profiling variables identified in the qualitative phase and the literature review.

Findings

The research identifies five basic motivations and two shopping motivations influencing adolescent online usage and shopping. Next, a cluster analysis is conducted using the motivations developed and is used to identify segments of adolescent internet users and shoppers, which are subsequently described.

Research limitations/implications

The sample of adolescents was taken from a town in the southeast USA. Caution should be taken when generalizing to adolescents outside this region.

Practical implications

This research identifies for internet marketers the different types of adolescent internet users and shoppers. It also recognizes key motivations that marketers should consider when targeting adolescents.

Originality/value

This research is the first to identify important segments of adolescents based on their motivations for online usage and shopping, and builds on a limited stream of research relative to adolescents and internet shopping.

Details

Journal of Services Marketing, vol. 27 no. 5
Type: Research Article
ISSN: 0887-6045

Keywords

Article
Publication date: 1 January 2014

Ritu Mehta, Narendra K. Sharma and Sanjeev Swami

Hypermarket is the most successful amongst organised retail formats in India. The purpose of this paper is to identify segments of hypermarket shoppers based on shopping motivation

2621

Abstract

Purpose

Hypermarket is the most successful amongst organised retail formats in India. The purpose of this paper is to identify segments of hypermarket shoppers based on shopping motivation. The study profiles the identified segments on demographic characteristics and shopping outcomes, and compares the shopping motivation of hypermarket consumers with that of traditional store shoppers.

Design/methodology/approach

The study involved a survey of 201 actual shoppers in a hypermarket and that of 117 actual shoppers in 20 traditional stores. Principal components analysis of the motives for shopping at hypermarket and traditional store identified the respective dimensions of shopping motivation. Cluster analysis of the factor scores obtained on shopping motivation at hypermarket revealed the typology of hypermarket shoppers. Chi-square test and MANOVA were used to profile the identified segments of hypermarket shoppers on demographic characteristics and shopping outcomes respectively.

Findings

Results revealed different dimensions of motivation to shop at the hypermarket and traditional store and four types of hypermarket shoppers were identified: utilitarians, maximisers, browsers and enthusiasts. The utilitarians are motivated by functional benefits such as the price and variety of products; the maximisers seek functional as well as recreational benefits; the browsers are high on social motivation; and the enthusiasts are high on all dimensions of shopping motivation. These segments showed overall significant differences on demographic characteristics and shopping outcomes.

Practical implications

The proposal for allowing FDI in multi-brand retail in India, a rapidly emerging market for global retail players, is at an advanced stage of policy making. Many national and multi-national retailers are in the process of expansion in India. This study adds to their understanding of Indian consumers. Based on the identified typology, the study suggests different strategies to target different segments of hypermarket shoppers.

Originality/value

The study contributes to the growing field of cross-cultural research on shopping motivation by highlighting the typology of Indian hypermarket shoppers.

Details

International Journal of Retail & Distribution Management, vol. 42 no. 1
Type: Research Article
ISSN: 0959-0552

Keywords

Article
Publication date: 31 August 2012

Kiseol Yang and Hye‐Young Kim

This study aims to examine mobile shoppers' shopping motivations compared with those of non‐mobile shoppers (i.e. potential adopters) and to identify driving motivations for…

9953

Abstract

Purpose

This study aims to examine mobile shoppers' shopping motivations compared with those of non‐mobile shoppers (i.e. potential adopters) and to identify driving motivations for consumers to use the mobile shopping channel.

Design/methodology/approach

A sample of 400 mobile service users was drawn from a purchased consumer panel who completed a web‐based survey. Multiple discriminant analysis was used to analyze the data.

Findings

The results indicate that idea, efficiency, adventure, and gratification shopping motivations are significant determinants of mobile shoppers, implying that those shopping motivations are push factors of mobile shopping.

Research limitations/implications

The sample of this study consists primarily of US consumers with the largest group of respondents aged 19 to 30 years old; thus, the result may have a limited application to other countries and other age groups. Future research is encouraged to categorize mobile shopping service characteristics into shopping motivations and value.

Practical implications

The results suggest that idea, efficiency, adventure, and gratification shopping motivations need to be incorporated into the development of mobile shopping service functions and features to satisfy consumer needs and wants for the mobile shopping channel.

Originality/value

Due to the infancy stage of mobile shopping, there is minimal research comparing the two shopper segments' (mobile shoppers versus non‐mobile shoppers) motivations. This study contributes to generating multi‐dimensional mobile shopping motivation in explaining why consumers use the mobile shopping channel.

Details

International Journal of Retail & Distribution Management, vol. 40 no. 10
Type: Research Article
ISSN: 0959-0552

Keywords

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 and use…

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

Keywords

Article
Publication date: 7 June 2019

Christopher J. Parker and Lu Wenyu

The purpose of this paper is to establish the influence of shopping motivations on Chinese fashion retail engagement relative to demographics, monthly spend on fashion items and…

2779

Abstract

Purpose

The purpose of this paper is to establish the influence of shopping motivations on Chinese fashion retail engagement relative to demographics, monthly spend on fashion items and high street/electronic commerce (e-commerce) preference. This is to determine how international fashion retailers should design more effective retails channels, expanding upon established theory in Hedonic and utilitarian motivations. While earlier research suggests shopping motivations associate with demographics while influencing retail channel preference and consumer spending, much of this exploration is Western focused, with all variables being influential. However, the degree to which these apply to China, and the unique fingerprint of influential motivations remains unknown. This paper answers these questions to allow international retailers to develop more efficient marketing strategies and design more effective retail channels.

Design/methodology/approach

In all, 403 Chinese consumers generalisable to the broader population were surveyed on their hedonic and utilitarian motivations to shop for fashion apparel in high street and e-commerce environments. Statistical analysis was commenced through direct logistic regression and MANOVA.

Findings

Demographics have limited association with shopping motivations, with gender and age only producing small effect sizes, while occupation, income and education has no significance. High street store preference is influenced by adventure and social shopping and e-commerce preference only by idea shopping. Spending over ¥1k per month on fashion apparel is influenced by gratification and idea shopping, and regular spending habits inspired by value shopping.

Originality/value

This empirical paper characterises the fingerprint of shopping motivations’ influence as singular to China while proving their limitation and need for a wider plethora of influential factors to be recognised.

Details

Journal of Fashion Marketing and Management: An International Journal, vol. 23 no. 2
Type: Research Article
ISSN: 1361-2026

Keywords

Article
Publication date: 1 August 2016

Shu-Hao Chang, Wen-Hai Chih, Dah-Kwei Liou and Yu-Ting Yang

The purpose of this paper is to explore the relationships among intrinsic motivation, extrinsic motivation, flow, cognitive attitudes, perceived satisfaction, and purchase…

7450

Abstract

Purpose

The purpose of this paper is to explore the relationships among intrinsic motivation, extrinsic motivation, flow, cognitive attitudes, perceived satisfaction, and purchase intention of consumers’ online shopping from a cognitive attitudes perspective. This study collected data from consumers having bought goods on the e-shopping platform.

Design/methodology/approach

This study adopted online questionnaire through my3q (www.my3q.com) for data collection. This research collected and analyzed 866 samples by using the structural equation modeling for validation of the proposed model.

Findings

The results indicated that hedonic value, utilitarian value, security, and privacy significantly affected cognitive attitudes (i.e. cognitive trust and perceived risk). Cognitive attitudes significantly affected perceived satisfaction and purchase intention, respectively. Flow significantly and positively influenced cognitive trust and purchase intentions, respectively. Cognitive trust is the mediators between motivations/flow and perceived satisfaction/purchase intention.

Research limitations/implications

Both of intrinsic motivation and extrinsic motivation can reflect the cognitive and conscious plan of an individual for a particular task. The cognitive trust and perceived risk are partial mediator and full mediator in the model, respectively. Hedonic value, utilitarian value, security, privacy, and flow all affect the individual’s perceived satisfaction and purchase intention through cognitive trust and perceived risk in the context of online shopping. Cognitive trust is a full mediator of the effects of privacy on purchase intention. It indicates that consumers must fully trust the website to ensure that the information provided by consumers in the transaction will not spread out for the protection of personal privacy.

Practical implications

This study aimed to assist the marketing personnel of the EC industry to examine the key influential factors of consumers’ purchase satisfactions and purchase intentions. The results of this study indicated that cognitive trust is the foundation for gaining and retaining customers. The classification of consumer motivations facilitates the understanding of consumers’ demands and accurate interpretation of consumers’ needs. The main influential factor of cognitive trust is utilitarian value. Therefore, this study states that the primary intrinsic motivation of online shopping for most consumers is utilitarian value (e.g. saving time, the cost of searching for the appropriate products, and increasing purchasing efficiency).

Social implications

Websites should strengthen the quality and quantity of product information. In addition, websites should provide a dynamic presentation of the product by presenting in various forms (multimedia and text description) about product-related information in order to increase consumers’ hedonic value. For the aspects of security and privacy, websites should provide consumers with reliable safety features, such as secure socket layer or digital signature, smooth communication channel (specific phone services and e-mail address), and consumer’s privacy statements. Finally, web design should meet with the consumer experience model in order to make the website easy to use and order the purchase from the website directly. Websites should also increase the fluency and positive experience of consumers and improve the interaction of a website. Meanwhile, websites need to feedback the consumer problem instantly and provide customized information in order to increase the chance of interaction between the consumers and the website.

Originality/value

Relevant studies have explored online shopping from various perspectives, but few studies have examined consumers’ cognitive attitudes toward websites from the consumer motivation perspective. Thus, this study focussed on the influences of consumers’ intrinsic and extrinsic motivations (e.g. hedonic value, utilitarian value, security, and privacy) on their cognitive attitudes toward websites. In addition, with the rapid development of the internet in recent years, internet users’ online flow experiences have gained increased attention. The creation of attractive consumption conditions is vital for website managers to provide consumers with flow experiences. Therefore, this study included consumers’ flow in the proposed model.

Details

Information Technology & People, vol. 29 no. 3
Type: Research Article
ISSN: 0959-3845

Keywords

Article
Publication date: 12 January 2023

Yu-Wei Chang, Ping-Yu Hsu, Jiahe Chen, Wen-Lung Shiau and Ni Xu

Recently, smart retail technology has emerged as an innovative technology that can improve consumer motivation and behavior in smart stores. Although prior studies have…

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Abstract

Purpose

Recently, smart retail technology has emerged as an innovative technology that can improve consumer motivation and behavior in smart stores. Although prior studies have investigated factors influencing the adoption of smart retail technology, to the authors’ knowledge, no previous work has investigated the determinants of purchase intentions. The ultimate goal for retailers should be shopping, not technology adoption. However, traditional brick-and-mortar stores and theories focus on investing in utilitarian factors to attract customers. This study proposes that hedonic motivation should also play an important role, as new technologies may arouse customer curiosity and increase pleasant experiences. Therefore, the purpose of this study is to explore utilitarian and hedonic motivations that promote customers' purchase; intentions in smart stores. Specifically, the authors address the research questions: (1) What are the constituents of utilitarian motivation? (2) What are the constituents of hedonic motivation? (3) What are the factors that influence customers' purchase intentions? By answering the questions, the findings help retailers understand how to motivate customers to make purchases in smart stores.

Design/methodology/approach

To investigate consumer motivation and purchase intentions, the customers who made purchases in smart stores were invited to participate in the questionnaire survey. This study collected 307 data in smart retail settings. Partial least squares (PLS) software was used to assess the reliability, validity and the paths and significance of all hypotheses.

Findings

The results show that perceived ease of use directly and indirectly influences purchase intentions through utilitarian and hedonic motivations. Utilitarian motivation is a formative second-order construct comprised of merchandise price, merchandise quality, location convenience, speed of shopping and product recommendation. Hedonic motivation is a reflective second-order construct composed of control, curiosity, joy, focused immersion and temporal dissociation. The findings provide insights into the successful implementation of smart retail technology and offer retailers to better understand consumer motivation and purchase intentions in smart stores.

Originality/value

This study is the first to examine how consumer motivation influences purchase intentions in smart stores. This study posits and verifies the extended hedonic system acceptance model (HSAM) to explain consumer motivation for shopping in smart retail settings. This study also models the original first-order utilitarian and hedonic constructs as second-order formative and reflective constructs, respectively. Utilitarian motivation regarding functional benefits is developed based on the 5Ps of marketing and situational factors, while hedonic motivation regarding pleasant experiences is proposed based on cognitive absorption.

Details

Industrial Management & Data Systems, vol. 123 no. 3
Type: Research Article
ISSN: 0263-5577

Keywords

1 – 10 of over 24000