Abstract
This paper evaluates the relationship between hedonic shopping motivations and impulsive buying behavior of young Chinese buyers. 615 respondents are surveyed using convenience sampling and analyzed through Structural Equation Modelling. The results indicate that adventure seeking, gratification seeking, and idea shopping have a positive effect on impulsive buying, whereas role shopping has a negative effect on impulsive buying. However, social shopping and value shopping are found to be insignificant to impulsive buying. The study contributes to impulsive buying by investigating the hedonic shopping motivations of young Chinese buyers which is so far found to be missing in the existing literature. Keywords : Hedonic shopping; impulsive buying; young consumers; China. DOI : 10.7176/EJBM/11-3-13
Highlights
Recent studies have found that Chinese consumers love to spend money on shopping, and nearly spend about 30 minutes a day on China’s leading online shopping app Taobao according to China’s National Bureau of Statistics (Chris Biggs, 2017)
Consumers with high impulse tendencies are more likely to be emotionally engrossed in buying and look to gain immediate gratification irrespective of potential, adverse consequences that may arise from their unplanned shopping behavior (Hoch and Loewenstein, 1991)
Chinese consumers are found to be high rollers (Zeng and Forrest, 2009). They do not believe shopping as a mere transaction but pleasure, discovery, and adventure. They are found to take great interest in adventure seeking, gratification seeking, and idea shopping that contribute to impulsive buying, whereas role shopping is found to be inversely related to impulsive buying
Summary
Recent studies have found that Chinese consumers love to spend money on shopping, and nearly spend about 30 minutes a day on China’s leading online shopping app Taobao according to China’s National Bureau of Statistics (Chris Biggs, 2017). The new generation of Chinese consumers grows up in a better environment with improving economic conditions They have potential to spend money on recreational activities including sports, traveling, gaming, and dining out as their family income tends to rise. 2. Literature Review and Hypotheses Development 2.1 Hedonic Motivations and Impulsive Buying Behavior Hedonic motivations are known to be the feelings and emotions attached to and derived from impulsive shopping (Baumeister, 2002). Literature Review and Hypotheses Development 2.1 Hedonic Motivations and Impulsive Buying Behavior Hedonic motivations are known to be the feelings and emotions attached to and derived from impulsive shopping (Baumeister, 2002) It is found in the previous studies that impulsive buying is relevant to individual’s hedonic motivations (Rook and Hoch, 1985, Tifferet and Herstein, 2012). The purpose of carrying out this research is to help enrich the impulse purchase literature from youngster’s shopping behavior perspective and for those managers who believe China as a key marketplace for their products and services
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