Hedonic Shopping Experience Research Articles

Hedonic service consumption and its dynamic effects on sales in the brick-and-mortar retail context

This study investigates how hedonic consumption experiences within a shopping mall dynamically affect the mall's overall sales performance. Using weekly sales data of various products and services compiled from 2013 to 2019 by a large shopping mall owner, we examine how customers' spending on certain hedonic services (i.e., food, entertainment, and lifestyle) generates immediate, transient, and long-term sales for other product categories. We develop a conceptual framework based on the customer experience literature to predict these effects. A time-series model is then employed to estimate the dynamic effects empirically. The results indicate that the consumption of hedonic services can induce an immediate increase in the sales of certain product categories, such as apparel and necessities. However, while the transient effects of the consumption of food and lifestyle services appear to be positive, those of entertainment services consumption are either negative or insignificant. Furthermore, customer spending on hedonic services is unlikely to permanently change other product categories' sales. This study provides critical insights into how hedonic shopping experiences influence retailers' short- and long-term sales performance. Further, the study's findings can help retailers anticipate how their investment in hedonic elements would alter overall store performance over time.

Using augmented reality for shopping: a framework for AR induced consumer behavior, literature review and future agenda

PurposeA current technological trend, which has gained even more traction recently due to the COVID-19 pandemic, is the use of augmented reality (AR) in shopping environments. AR is addressing contemporary challenges rooted in online shopping (e.g. in terms of experientiality and try-on) and is fundamentally reshaping consumers' experiences. The purpose of this study is to provide a synthesized and structured overview of the state-of-the-art research focused on AR shopping.Design/methodology/approachThe authors conduct a systematic literature review of the empirical academic corpus focused on shopping via AR technology.FindingsThe review reveals the diverse psychological (cognitive, affective, and social) as well as behavioral outcomes related to the use of AR in the shopping context. The authors integrate the results into a framework for AR induced consumer behavior in shopping, thereby providing an important overview of the dynamics in AR-related shopping and the factors influencing the adoption of the technology by consumers. Specifically, the authors encountered that the technological abilities of AR (e.g. in terms of interactivity, vividness, informativeness, etc.) are a source for enhanced utilitarian and hedonic shopping experiences that can support intentions to purchase a product, reuse an AR app, or recommend it to others. Importantly, our review reveals the demand for several avenues for future research.Originality/valueThe authors provide an overview and synthesis of how and where AR is employed in shopping contexts, what theories and technological characteristics of AR are commonly analyzed, and what psychological and behavioral outcomes AR has been found to evoke. Based on our findings, the authors derive a framework that illustrates the dynamics in AR shopping and give an in-depth discourse on 13 future research agenda points related to thematic, theoretical, methodological, and technological matters.

Hedonism, hedonistic shopping experiences and compulsive buying tendency: a demographics-based model approach

ABSTRACT Although consumer and marketing research has focused on identifying various precursors of compulsive buying behavior, little attention has been paid to more complex relationships examined from the perspective of hedonism as a personal value, hedonic shopping experiences, and consumer demographics. Thus, the present study postulates a mediation model in which the extent of hedonism<apos;>s relationship to compulsive buying via hedonistic shopping experiences is diagnosed, and proceeds to moderation effects based on consumer demographic characteristics (i.e gender, age, education). Using data (N = 1,245) from a representative survey, and based on structural equation modeling, results revealed that hedonism significantly influences compulsive buying via hedonistic shopping experiences, while moderation effects indicated that these relationships were stronger in younger individuals, mostly women. In contrast, these effects were nonsignificant with regard to consumers’ education level. The study<apos;>s findings are discussed in terms of the theoretical and practical insights to better understand and prevent contemporary consumerism trends related to hedonism, hedonistic shopping, and compulsive buying tendencies. The research also offers important public policy and retailing implications.

Hedonic shopping experience, subjective well-being and brand luxury: a comparative discussion of physical stores and e-retailers

PurposeThe 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/approachBased 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.FindingsMulti-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 implicationsThese 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/valueThe 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.

Tell me a story about yourself: The words of shopping experience and self-satisfaction

In this paper we investigate the verbal expression of shopping experience obtained by a sample of customers asked to freely verbalize how they felt when entering a store. Using novel tools of Text Mining and Social Network Analysis, we analyzed the interviews to understand the connection between the emotions aroused during the shopping experience, satisfaction and the way participants link these concepts to self-satisfaction and self-identity. The results show a prominent role of emotions in the discourse about the shopping experience before purchasing and an inward-looking connection to the self. Our results also suggest that modern retail environment should enhance the hedonic shopping experience in terms of fun, fantasy, moods, and emotions.

International retail format transfer: A comparison study of Australian and U.S. warehouse club members

Costco successfully transferred its Warehouse Membership Club (WMC) format to Australia. This research: 1) develops a conceptual framework to examine the role of consumer perception of format-specific core attributes in shaping the hedonic shopping experience and customer loyalty; and 2) compares Australian consumers' responses to the novel WMC format with U.S. consumers' responses to the familiar, mature format. We collected survey data from Australian and U.S. Costco members after Costco's entry into Australia's retail market and we tested the proposed model with a multiple-group structural equation modelling technique. Our findings suggest that value and hedonic shopping experience contribute to consumer loyalty in both countries. However, value is perceived as more important in shaping hedonic shopping experience, but less important in building loyalty in Australia than in U.S. When transferring a retail format that is novel to host country consumers, global retailers should factor in the novelty effect and emphasize the management of core format attributes that embrace the differences and carry particular importance in building customer loyalty.

Hedonic Shopping Experience in Malls: A Scale Development Study

The evolving retail sector, rising customer expectations and competitive landscape have emphasized the need for hedonic ingredients to enrich the shopping experience of consumers. Malls being a prime destination for hedonic shopping in India, this study aims to develop a practical hedonic shopping experience scale encapsulating the various types of hedonic experiences offered in malls. The study employed qualitative research using in-depth interviews to thoroughly investigate the shopping experiences of mall consumers and to generate the initial scale items. A structured questionnaire comprising these items was designed for the quantitative study. The data collected (n = 224) using mall intercept survey were subjected to exploratory and confirmatory factor analyses which yielded a 26-item hedonic shopping experience scale consisting of seven dimensions: window shopping experience, social experience, entertainment experience, gratifying experience, bargain shopping experience, status shopping experience and aesthetic experience. The potential applications of the proposed scale are discussed along with its limitations and directions for future research.

Luxury Single- versus Multi-Brand Stores: The Effect of Consumers’ Hedonic Goals on Brand Comparisons

To distribute their products, luxury managers are dependent on single- and multi-brand stores; each of them generating approximately half of luxury personal goods revenues. However, both types of stores have specificities that require customized marketing strategies. The purpose of this research is to explore what differentiates single-brand from multi-brand settings. More specifically, we compare consumer decision-making processes in each type of store. We show that multi-brand stores offer less hedonic shopping experiences than single-brand stores, which raises consumers’ desire to engage in exhaustive brand comparisons when purchasing luxury items. We find that activating hedonic goals reduces brand comparisons in multi-brand (but not in single-brand) settings. The effect of hedonic goals on brand comparisons is mediated by consumers’ thinking style and moderated by the salience of consumers’ status goals. These insights have important implications for luxury marketing managers when crafting differentiated strategies for single- and multi-brand environments.

Enhancing consumer satisfaction and retail patronage through brand experience, cognitive pleasure, and shopping enjoyment: A comparison between lifestyle and product-centric displays

ABSTRACTDespite the importance of retail atmospherics documented in the literature, little empirical research has been done on the issue of what specific aspects of retail atmospherics can enhance experiential marketing. As an attempt to address this research void, the primary purpose of this study is to compare the effect of product display (lifestyle vs. product-centric) on consumer satisfaction and retail patronage intentions. In so doing, this study examines the mediating role of hedonic shopping experiences operationalized through three separate sub-dimensions (i.e. brand experience, shopping enjoyment, and cognitive pleasure) while controlling a brand effect (i.e. testing two types of product display in a single brand context). The results showed that the lifestyle display creates higher brand experience, shopping enjoyment, cognitive pleasure, satisfaction, time spent, and patronage intentions compared to the product-centric display. This study provides empirical evidence supporting the importance of experiential marketing. The implications of fashion retailing are discussed, as well as limitations and areas for future research.

Shopping in virtual reality: a study on consumers’ shopping experience in a stereoscopic virtual reality

The popularity of home-based stereoscopic television provides researchers and practitioners with possibilities of bringing stereoscopic virtual reality (StereoVR) at consumers’ home. To further the investigation on the potential development of applying StereoVR in retailing, this research focuses on understanding consumers’ shopping experiences in this new platform. The research team believes that the use of StereoVR has potentials to become a new arena for interactive business. To explore these potential uses of technology in retailing, the team designed and built a StereoVR, called “FutureShop,” for implementing a virtual fashion retailing practices as well as collecting consumers’ responses for further development. Participants are asked to complete a shopping process from product selection to purchase in FutureShop. The factors examined in this research included the consumers’ purchase intention, interactive shopping and hedonic shopping experience. The findings and implications suggest that the StereoVR can make a significant contribution in creating more interactive experiences for apparel retailing by enhancing consumers’ hedonic shopping experiences in the StereoVR.

PENGARUH ONLINE FLOW ELEMENTS DAN KEPUASAN PADA PENGALAMAN BELANJA HEDONIS DAN UTILITARIAN: STUDI KASUS PADA SOCIAL COMMERCE

This study examined the relationship between online flow elements on hedonic and utilitarian online shopping experience and its influence on the satisfaction that later influenced the social commerce intention. The research sample using purposive sampling method of social media users who ever search information and purchase online through social media as Facebook, Instagram, Twitter or Path. The results of this study indicate that arousal, challenge and time distortion have positive effect on hedonic online shopping experience, whereas telepresence haven’t significant effect. Importance, interactivity and skill positively influence utilitarian online shopping experience, while the control has no effect. Utilitarian shopping experience influence satisfaction, whereas no significant effect on hedonic shopping experience. Satisfaction positively influence repurchase intention in social commerce.

Studying the Factors Affecting Consumers Complicity with Counterfeit Products

Manufacturing and using counterfeit products has seriously damaged industries worldwide. Consciously complicity of consumers in buying these products is an interesting issue which on the light of its impression on economies and operation continuity of businesses, necessitates more investigation. Thus, thus study aims for investigating factors affecting consumer complicity in buying and consuming counterfeits. To this end, a questionnaire survey of students in management universities was conducted using random simple sampling. 385 questionnaires received and analyzed through descriptive statistics and structural equation modeling. Results showed that hedonic shopping experience and perceived quality affects positively consumer complicity. But collectivism and ethical consideration do not lay any influence on consumer complicity.

How to transfer a coupon-based event into a hedonic shopping experience? Retail branding implications based on the glamour shopping days

The paper examines the motivational drivers behind the participation of Hungarian consumers on a special shopping event, also known as Glamour Days. The study encompasses a variety of related conceptualizations such as hedonic/utilitarian shopping values, self-gifting as well as impulsive buying practices. After the introduction of relevant consumer behaviour concepts and theoretical frameworks, the paper presents a qualitative research on adult and adolescent female consumers’ shopping experiences during Glamour Days. By building on phenomenological methodology, this study also portrays the ways this shopping event has changed consumer society within an originally strongly utilitarian attitude driven Hungarian culture. The phenomenological interview results highlight differences within the motivational drivers of pleasure-oriented shopping for the two age groups. For teenagers, the main motivation was related to the utilitarian aspect due to their financial dependence and the special opportunity to stand out of their peer group by joining an event that is exclusively held for adult women. On the other hand, adult women are motivated by combined hedonic and utilitarian values manifested in self-gifting and impulse buying within an effectively planned and managed shopping trip. Based on the results, retail specific strategies are provided along with future research directions.

The role of convenience in a recreational shopping trip

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.

결정적 사건 기법을 이용한 소비자의 블랙 프라이데이 쇼핑 경험에 관한 연구 - 미국 대학생 소비자의 응답을 중심으로 -

Black Friday, a biggest holiday shopping season in the United States, has been regarded as a great opportunity that fashion retailers can dramatically increase their sales. However, there has been a lack of attention to consumers' shopping experiences on Black Friday from the consumer perspectives. The objective of this study is to explore consumer shopping experiences on Black Friday, in terms of consumer responses toward the experiences, shopping values, and any possible factors influencing the experiences. The method of critical incident technique was used with 198 critical incidents extracted from 165 responses of university students in the United States. As results, the shopping experiences on Black Friday were categorized into positive vs. negative shopping experiences. After that, the positive and negative experiences were respectively divided into two common themes: utilitarian shopping value vs. hedonic shopping value. In addition to the common themes, 12 categories were also emerged. Among positive experiences, utilitarian shopping experiences includes two categories of off-price shopping and shopping for expensive products, whereas hedonic shopping experiences includes three categories of impulse buying, holiday atmosphere, and shopping for the latest or luxury brand products. Among negative experiences, utilitarian shopping experiences includes four categories of modest discounts, out of stock, time-consuming queues, and fatigue of holiday shopping, while hedonic shopping experiences includes three categories of crowded environments, compulsive buying, and poorly managed stores. In conclusion, it is notable that consumer can undergo negative as well as positive shopping experiences on Black Friday. Implications and suggestions are also discussed.

Hedonic shopping motivations in collectivistic and individualistic consumer cultures

We reinvestigate what constitutes hedonic customer experiences in collectivistic versus individualistic cultures using four country samples (N=2,336) in Germany and the U.S. as well as Oman and India. Across country samples, intrinsically enjoyable customer experiences are associated with the same underlying hedonic shopping motivations as shown in the original U.S. context. In comparison with individualistic cultures, we find that a hedonic shopping experience in collectivistic cultures is less strongly associated with selforiented gratification shopping, yet more strongly associated with others-oriented role shopping.

E‐tail emotion regulation: examining online hedonic product purchases

PurposeThis research examines how hedonic shopping experiences for online music impact emotion regulation processes and how feelings regarding previous online music purchases influence repeat purchase behaviour. The paper aims to introduce a model that explains and examines the meditating role of consumers' attitudes, emotion regulation and subjective norms in the shopping experience for online music.Design/methodology/approachStructural equation analysis based on AMOS 17.0 techniques, using the maximum likelihood estimation method, was used to assess the measurement and structural model. Confirmatory factor analysis was conducted to determine construct and discriminant validity before testing hypotheses of the structural model.FindingsResults indicate that shopping for music online involves an emotional and hedonic component. Specifically, consumer attitudes, emotion regulation as well as subjective norms influence repeat purchase intentions.Research limitations/implicationsEmotion regulation in traditional retailing environments has been heavily studied, however, limited research exists to examine emotion regulation in the online retailing environment. With the proliferation of online retailing, this study makes important contributions to understanding online shopping behaviour for hedonic products.Practical implicationsBased on the findings of this research, online music retailers should consider developing applicable customer‐valued alternatives to positively influence the overall online shopping experience.Originality/valueThis paper models consumer emotion regulation beyond the traditional retailing environment and examines it in a virtual retailing environment. Results prove to be important as emotion regulation impacts consumer behaviour beyond previously known traditional settings.

Consumer Attitudes and Shopping Intentions toward Pop-up Fashion Stores

Abstract Pop-up retail refers to the practice of opening a transitory, short-term, and often unannounced retail sales space. Such a space may be set up in a movable container or in an existing structure to offer consumers experiential shopping and face-to-face interaction with brand representatives. The retail industry has rapidly embraced pop-up retail as a feasible distribution channel for reaching consumers, launching new products, and testing niche markets. Pop-up stores may also be operated as promotional events; the purpose of which is to increase brand awareness rather than to make sales. Researchers have compared consumer behavior in the context of such varied retail outlets as traditional brick-and-mortar stores and online stores. However, researchers have not heretofore investigated consumer behavior associated with pop-up fashion stores, even though a wide range of retailers utilize the pop-up format. Since pop-up retail is a distinct type of retail outlet, consumers’ attitudes and shopping int...

인터넷 의류 쇼핑몰의 상호작용성, 원격실재감, 플로우가 미래행동의도에 미치는 영향

This study investigates the relationship among interactivity, telepresence, flow, and future behavior intention in internet shopping. Respondents were female consumers age 20 to 30. These consumers are regarded to have experience in internet shopping. 500 samples were used in this research. For data analysis, descriptive statistics, factor analysis, ANOVA, and multiple regression analysis were used for this study. As the result, interactivity, telepresence, and flow affect future behavior intention. Flow is the most influential variable affecting the future behavior intention. It implies that hedonic shopping experience (aroused by flow) can increase the future behavior intention of consumers. Consumers can operate and change the product image with convenience by encouraging interactivity between the internet fashion shopping mall and consumers. Through the technology, the experience `flow` of consumers can provide a sense of telepresence as if they were shopping in a real store. Consumers may feel unconscious of the passage of time and feel fun, free, and original. Therefore, the internet shopping mall should pay attention to what customers demand and reflect it through e-mail, real time chatting, and text messages. In addition, rich product information such as detailed images should be supplied to help customers visualize looks.

The influence of mall environment on female fashion shoppers' value and behaviour

PurposeThe purpose of this paper is to explore how the shopping mall environment influences the shopping experience and approach behaviour of female fashion shoppers.Design/methodology/approachFemale shoppers were first clustered along the fashion orientation of the stores they patronise. Shoppers' response and behaviour was modelled in an invariant multigroup latent structural path analysis. Paths were initially constrained and then released as required. A total of 286 usable questionnaires were administered using a mall intercept survey method in a regional shopping centre. Participants were probed on their shopping activities, shopping mall perception, product perception, shopping value and approach behaviour toward the mall.FindingsA favourable perception of the mall atmosphere elicits a positive perception of the merchandise offering and triggers hedonic shopping experiences. The effect of the mall environment, mediated by product perception, significantly impacts the shopping objectives of middle‐of‐the‐road female fashion shoppers. Mall atmospherics has no or little effect on the utilitarian value of low‐ or high‐fashion oriented shoppers. Hedonic response of fashion forward shoppers is not stronger than that of other fashion shoppers.Research limitations/implicationsThis study was carried out in one regional mall and should be replicated to other locations and markets. A larger sample would allow the inclusion of additional constructs.Practical implicationsMall developers and operators are not only in real estate; they are also retailers. The mall environment is central to the perception of merchandise quality, and the shopping experience. Mall operators must be aware that the middle market target group is one that is highly sought after. They should strive to create a tenant mix that satisfies the many layers of fashion shopper needs.Originality/valueThis study represents a first attempt that investigates the integrated shopping experience of fashion shoppers in a shopping mall setting. It segments shoppers on their actual shopping behaviour rather than psychometrics.