Abstract
This study investigates the effects of Iranian consumers’ buying tendencies including variety-seeking, compulsive and impulsive buying tendencies and price sensitivity on utilitarian and hedonic value as influencing factors on shopping experience for Manto and Shirt shoppers in the Iranian market. The main constructs were identified from the literature and then the relationships between them were tested. A questionnaire was developed and successfully administered to a national sample of 1466 wo men and men in four big cities of Iran through face to face interviews. Results were analyzed by structural equation modeling (SEM) and parameters were estimated using maximum likelihood method and ten hypotheses were tested. Based on this study, both variety-seeking and compulsive buying tendencies were critical factors of shopping values for Manto and Shirt shoppers. On the contrary, there was a negative relationship between price sensitivity and hedonic value. However, there were no positive relationships between impulsive buying tendency and shopping values and there was also no positive relationship between price sensitivity and utilitarian value. Moreover, the result of this study revealed that utilitarian and hedonic value positively influenced the shopping satisfaction. Key words: Variety-seeking buying, compulsive buying, impulsive buying, price sensitivity, utilitarian and hedonic value, shopping satisfaction.
Highlights
Marketers and retailers often seek to learn why people go shopping
This study investigates the effects of Iranian consumers’ buying tendencies including variety-seeking, compulsive and impulsive buying tendencies and price sensitivity on utilitarian and hedonic value as influencing factors on shopping experience for Manto and Shirt shoppers in the Iranian market
There were no positive relationships between impulsive buying tendency and shopping values and there was no positive relationship between price sensitivity and utilitarian value
Summary
Marketers and retailers often seek to learn why people go shopping. Researchers have recently shown that the shopping experience provides consumers with a combination of utilitarian and hedonic shopping value (Holbrook and Hirschman, 1982; Babin et al, 1994, 2005; Babin and Darden, 1995; Jones et al, 2006; Cottet et al, 2006; Seo and Lee, 2008; Carpenter, 2008; Lee et al, 2009). Lee et al (2009) examined the relationship between consumer characteristics (for example, compulsive buying behavior, variety-seeking tendency, and price sensitivity) and shopping value (such as utilitarian and hedonic) in online auctions. None of these studies have as their central focus, the complex interrelationship between shopping value, consumers’ buying tendencies and shopping experience satisfaction. While compulsiveness is related significantly to hedonic value, it is unrelated to utilitarian value, which better reflects functional product acquisition This finding indicates that consumers may use shopping as a form of therapy in managing their emotions.
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