Hedonic Shopping Value Research Articles

Analysis of Impulse Buying Behaviour of Consumer During COVID-19: An Empirical Study

This article attempts to analyse the changes occurred in the behaviour of the customer for online buying of fashion products. The prime objective of this study is to bridge the gap by contributing to the literature about the impact of pandemic on consumer buying tendencies for fashion industry. This study proposes a model for impulse buying of fashion apparel based on consumers’ shopping behaviour during COVID-19 pandemic. The conceptual model was developed using stimulus organism response (S-O-R) theory using fashion involvement (FI), hedonic shopping value (HSV) and sales promotion (SP) as independent variables, positive emotions (PE) as a mediating variable and impulse buying (IB) as a dependent variable. The data was collected from 569 respondents from central Indian region, the collected data was analysed using PLS-SEM 3 software. The importance performance map analysis (IPMA) was used to understand the accurate performance of variables. The result shows the significant and positive impact of HSV and PE on IB, unlike FI and SP which were not showing significant impact. Moreover, PE is a significant mediator in the relationship of the constructs. This study contributes by providing original insights into the IB literature. The analyses of IPMA will help the fashion industry to rebound after COVID-19.

English

English

Pengaruh Kepuasan Terhadap Loyalitas pada Pembelian Produk Fashion Muslim Melalui Marketplace Shopee

This research aims to understand the effect of consumer satisfaction on loyalty through trust as an intervening variable in purchasing Muslim Fashion products through the shopee market place. Steps to collect data with the help of a questionnaire through an interval scale. The sample obtained is 100 respondents through purposive sampling technique. The data is then processed through SmartPLS, analyzed through convergent validity, discriminant validity, composite reliability, average variance extracted (AVE), collinearity statistics (VIF), path coefficient test, goodness of fit test, hypothesis testing with bootstrap, then test moderation through SEM. Hypothesis testing on the satisfaction variable found a positive and significant effect on hedonic shopping value and utilitarian value. The trust variable has a positive and significant effect on hedonic shopping value and utilitarian shopping value. The satisfaction variable was found to have a positive effect on trust. The trust variable has a positive effect on loyalty and the satisfaction variable has no effect on loyalty. The satisfaction variable was found to have an effect on loyalty through trust.

Analysis of Hedonic Shopping Value, Fashion Involvement on Impulse Buying with Shopping Lifestyle and Positive Emotion as Intervening Variables in Malls

This study aims to determine the Hedonic Shopping Value Analysis, Fashion Involvement of Impulse Buying with Shopping Lifestyle and Positive Emotion as Intervening Variables at SOGO Tunjungan Plaza Surabaya. The sample used is 100 respondents. Samples were taken by incidental sampling method. The data analysis technique used is PLS-SEM analysis with the SmartPLS 3.0 program. The results of this study indicate that Hedonic shopping value has an effect on impulse buying. Fashion involvement has an effect on impulse buying. Hedonic shopping value has an effect on shopping lifestyle. Shopping lifestyle has an effect on fashion involvement. Hedonic shopping value has an effect on positive emotion. Fashion involvement has an effect on positive emotion. Hedonic Shopping Value has an effect on impulse buying. Shopping lifestyle has an effect on positive emotion. Positive emotion has an effect on impulse buying.

Do promotion and prevention focus influence impulse buying: The role of mood regulation, shopping values, and impulse buying tendency

Earlier researchers have observed that an individual consumer's mood plays a significant role in increasing the impulsiveness, which leads to impulsive buying. The literature on shoppers' motivational traits has profoundly acknowledged the impact of these traits and mood regulation constructs on individual shopping values. The present study is a pioneer attempt proposing a comprehensive model, which incorporates three main antecedents (motivation, mood and value) of buying behaviour that influence the consumer purchasing decision. The paper empirically explores the liaison between the regulatory focus (promotion-focused and prevention-focused motivations), mood regulation (mood monitoring, mood clarity and mood repair), shopping values (hedonic and utilitarian), and impulsive buying behaviour. The outcomes suggest that two regulatory focus motives influence mood clarity. Mood repairing and mood monitoring impact hedonic shopping values, which has a substantial impact on consumers' impulsive buying tendency. The paper closes with theoretical and practical inferences, limitations, and discussion on the potential scope for future research.

Virtual products as an extension of my body: Exploring hedonic and utilitarian shopping value in a virtual reality retail environment

Consumer’s ability to touch products is an essential component of one’s retail shopping experience. When the ability to touch is not available, Virtual Reality (VR) platforms may provide a simulated medium for consumers to haptically explore products. In multiple studies, we discover that a VR retail environment (vs. an online retail website) positively impacts hedonic shopping value. Further, we demonstrate that a VR retail environment leads to consumers perceiving certain products as an extension of the body as opposed to perceiving it as a presentation of the body. Our findings reveal that a VR retail environment is more suitable for products that are perceived as an extension of the body (e.g., tools) rather than as a presentation of the body (e.g., clothes). Finally, we unveil mediating pathways to these relationships involving telepresence and need for touch.

E-retailer cognitive and emotional relationship quality: their experiential antecedents and differential impact on brand evangelism

PurposeLimited knowledge exists on the difference in the antecedents and outcomes of relationship quality's cognitive and emotional aspects for e-retailers. This research tests how utilitarian and hedonic shopping values differentially affect “cognitive and emotional” relationship quality components and how the latter differentially affects word-of-mouth and brand evangelism.Design/methodology/approachOnline survey data were collected from 450 Jordanian online shoppers. Structural equation modeling (AMOS 24.0) was employed to analyze the data.FindingsFirst, e-retailer's informativeness and transaction convenience (i.e. utilitarian values), drive more strongly cognitive than emotional relationship quality, whereas e-retailer's escapism and social presence (i.e. hedonic values) drive more strongly emotional than cognitive relationship quality. Second, emotional relationship quality has a strong significant effect on brand evangelism, whereas cognitive relationship quality's effect is insignificant. Third, there are no statistically significant differences concerning the effect of cognitive and emotional relationship quality on word-of-mouth.Originality/valueThe findings of our research are expected to enhance our understanding of e-retailer relationship quality, its emergence and consequences. They would also provide e-retailers with guidance on how to execute growth strategies by focusing on specific types of brand relationship quality, on the other hand.

UTILITARIAN SHOPPING VALUE AND HEDONIC SHOPPING VALUE TO IMPROVE CUSTOMER SATISFACTION AND REPURCHASE INTENTION ON E-COMMERCE BUSINESS

This study aims to examine and analyze the relationships between motivation shopping value, repurchase intention, and customer satisfaction on Lazada Indonesia’s ecommerce consumers in Malang City. The population of this research is Lazada Indonesia consumers who are of productive age (19-34 years old) in Malang City and the number of samples obtained following the research criteria is 100 correspondents. Sample selection is done by the non-probability sampling technique with the purposive sampling method. The research instrument used was a questionnaire that was analyzed using smartPLS 2.0 software. The results of this study indicate that utilitarian shopping value and hedonic shopping value have a direct effect on customer satisfaction and repurchase intention. Meanwhile, indirectly hedonic shopping value did not affect repurchase intention through customer satisfaction.

The impact of mall personality and shopping value on shoppers' well-being: moderating role of compulsive shopping

PurposeThe 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/approachThis 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.FindingsResults 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/valueDespite 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.

AN ANALYTICAL STUDY ON IMPULSE BUYING FOR ONLINE SHOPPING DURING COVID-19

This study highlights the role of utilitarian shopping, hedonic shopping, and online advertisement on cognitive dissonance. Impulse Buying plays a role as a mediator in this research. The objective of this research is to investigate how utilitarian shopping value, hedonic shopping value, and online advertising influence the cognitive dissonance of customers. 338 response data have been collected from consumers involved in fashion apparel; respondents are majorly from the central zone of India. Partial least square (PLS) – Structural equation modelling (SEM) is implemented using Smart PLS 3.0. The simulation result shows that utilitarian shopping value, hedonic shopping value, and online ads are found to be important in predicting cognitive dissonance and impulse buying, whereas impulse buying is impeccable in terms of predicting positive relationships with cognitive dissonance. Moreover, Impulse buying is playing a positive mediating effect in relation to constructs. Hence, this research suggests that a complex representation that may better understand consumer shopping behaviour. Conclusively, this research‘s major contribution towards authors‘ knowledge, and help the marketing expert to focus on the important parameter of consumer buying behaviour.

Relationship between Alternative Choice Heuristics and Shopping Value in Mobile Promotion Redemption for Fashion Products

This study was to examine the relationship between consumer choice heuristic, shopping value in using mobile promotions for fashion products, and to predict the reuse intentions of mobile promotions by impulsive versus non-impulsive purchases. A self-administered questionnaire was developed for measuring choice hueristics, utilitarian and hedonic shopping values, and reuse intentions for monetary and non-monetary promotions. A total of 470 responses were obtained from consumers who had purchase experiences with mobile promotions(e.g., coupon or sales)for fashion products. In redeeming mobile promotion for fashion products, consumer choice heuristic consisted of two factors: price-based heuristic and brand-referral heuristic. Result showed that the choice heuristic factors had a significant effect on utilitarian or hedonic value, leading to reuse intentions of mobile promotions. With regards to purchase situation, sample was classified into two groups (impulse vs. non-impulse). For impulse buying situation, dual path models were suggested: the price-based heuristic increased the shopping values, leading to the reuse intentions for both monetary and non-monetary promotions; and the brand-referral heuristic increased the hedonic shopping value, leading to the reuse intention for non-monetary promotions. For non-impulse buying situation, only brand-referral heuristic had a positive effect on hedonic shopping value, influencing reuse intention for non-monetary promotions. This study discussed a practical implication for effectively managing mobile marketing strategies in the fashion marketplace.

Consumer mindfulness and impulse buying behavior: testing moderator effects of hedonic shopping value and mood

Given the limited quantity of studies within the literature, this study investigates the moderator role of hedonic shopping value and mood in the relationship between consumer mindfulness and impulse buying behavior. The study is quantitative and descriptive and using a convenient sampling method, 223 online questionnaires were obtained in Samsun, Trabzon, and İstanbul. The responses collected from a close-ended questionnaire using a 5-point Likert scale was tested at Structural Equation Modeling (SEM) through AMOS.The findings of the study indicated that consumers with mindfulness exhibit negative impulse buying behavior. Although the study results reveal that hedonic shopping value has a moderator role in the relationship between consumers with low mindfulness and their impulse buying behavior, the moderator role of hedonic shopping value in the relationship between consumers with high mindfulness and impulse buying behavior is not proved. Besides, it is found that consumers’ positive and negative moods have not a moderator role in the relationship between mindfulness and impulse buying behavior. From this viewpoint, the study’s result will provide practitioners and academicians to understand the impulse buying behavior patterns of consumers with mindfulness.

PENGARUH HEDONIC SHOPPING VALUE, UTILITARIAN VALUE, DAN STORE ATMOSPHERE TERHADAP IMPULSE BUYING PADA MINNISOU LIPPO PLAZA KENDARI

The purpose of this research is to analyze the effect of hedonic value, utilitarian value and store atmosphere on impulse buying. The population in this study were consumers in Kendari City who had shopped and visited Minnisou Lippo Plaza Kendari. The population in this study is infinite which means unlimited. The number of samples in this study amounted to 96 respondents (based on the Lemeshow formula). Data analysis method in this research uses multiple linear regression. The results showed that hedonic shopping value has a positive effect on impulse buying, utilitarian value does not have a positive effect on impulse buying, store atmosphere has a positive effect on impulse buying, and hedonic shopping value, utilitarian value and store atmosphere together positively influence positive impulse buying. Keywords: Hedonic Shopping Value; Utilitarian Value; Store Atmosphere, Impulse Buying

Health or Death? The Online Purchase Intentions of Consumers during the COVID-19 Pandemic

Consumer behaviour can change according to time and conditions. The hedonic and utilitarian values that evoke our sense of purchase can be effective in producing these differences. Specifically, consumers display purchasing activities with different values and behaviours when they feel insecure, such the feeling of a potential threat to their lives, such as during the current COVID-19 pandemic. The present cross-sectional study aims to investigate the effects of such a potential threat on online purchase intentions toward food products and whether hedonic and/or utilitarian shopping values play a mediating role in these relations during the current COVID-19 pandemic conditions in Turkey. More specifically, data was collected from 556 food consumers during April 2020 using an online survey. This study used a structural equation model to analyse and test the research hypotheses. The results show that a perceived potential threat to life (death threat) is positively related to both utilitarian versus hedonic shopping value and online purchase intentions toward food products. Also, utilitarian versus hedonic shopping values are positively related to a death threat with regard to food products. Utilitarian shopping and hedonic shopping values can play a mediating role between death threat and online purchase intentions. This demonstrates that a strong perceived threat to life, such as in the case of the COVID-19 pandemic or other high risk factors, will result in the intention to buy foods providing hedonic or utilitarian value, which promotes online shopping.

Pengaruh Hedonic Shopping Value, Utilitarian Value, Dan Store Atmosphere Terhadap Impulse Buying Pada Minnisou Lippo Plaza Kendari

The purpose of this research is to analyze the effect of hedonic value, utilitarian value and store atmosphere on impulse buying. The population in this study were consumers in Kendari City who had shopped and visited Minnisou Lippo Plaza Kendari. The population in this study is infinite which means unlimited. The number of samples in this study amounted to 96 respondents (based on the Lemeshow formula). Data analysis method in this research uses multiple linear regression. The results showed that hedonic shopping value has a positive effect on impulse buying, utilitarian value does not have a positive effect on impulse buying, store atmosphere has a positive effect on impulse buying, and hedonic shopping value, utilitarian value and store atmosphere together positively influence positive impulse buying.

Investigation of the effect of hedonic shopping value on discounted product purchasing

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.

Food waste prevention behavior in the context of hedonic and utilitarian shopping value

Every year, about one third of food intended for human consumption is lost or wasted. The majority of this waste occurs at the consumer level, and disproportionately in developed countries. Given the strong consensus that food waste needs to be reduced, many studies have examined the reasons for food waste behavior as well as possible ways to reduce this waste. This paper sets out to study behavioral aspects to understand what shopping-related factors might influence food waste prevention behavior at the consumer level. In a survey of US consumers (sample size n = 609), this study tests several constructs by developing a structural equation model, finding that price consciousness, environmental concern, and health consciousness exert a positive effect on food waste prevention behavior, while finding a negative effect of hedonic shopping value on food waste prevention behavior. Based on these findings, this paper attempts to outline potential areas for future research as well as policy and managerial implications.

Factors Affecting Repurchase Intention of Digital Products on Online Games in Indonesia

Today more and more gamers purchase digital products on the online game. Therefore, the study was conducted to determine the factors that influence repurchase intention on digital online game items on the official website. Factors studied were system, service, and information quality on repurchase intention through utilitarian & hedonic shopping value and customer satisfaction. The data processed through validation, reliability and SEM analysis. From the results the most influence is information quality, where this affects hedonic & utilitarian shopping value, then leads to customer satisfaction and finally to repurchase intention. Based on the results the managerial implication is focused on increasing information with currency dimensions and system quality with accessibility dimensions to increase repurchase intention to purchase digital products.

The Roles of Hedonic Value and Fashion Consciousness in Female Shoes Purchase Context: Application of the Theory of Planned Behavior

In Taiwan, the total annual sale of shoes is NT$ 60 billion in which female shoes accounted for about NT$36 billion. The purpose of this research is to examine female consumers’ purchase intentions of fashion shoes by applying the Theory of Planned Behavior model. Additionally, this research incorporated hedonic shopping value as an independent variable to TPB model and examined the mediation role of fashion consciousness between dependent variables and independent variable. A total of 450 questionnaires were distributed outside department stores using Mall-intercept method in Southern cites, Taiwan. The results indicated attitude, subjective norm, behavior control, and hedonic value have positive effects on fashion consciousness and purchase intention of fashion shoes. In addition, fashion consciousness has partial mediation effects between the relationships of attitude, subjective norm, and behavior control and purchase intention of fashion shoes. Full mediation effect is found between the relationship of hedonic value and purchase intent of fashion shoes.

Is It All about the Price? An Analysis of the Purchase Intention for Organic Food in a Discount Setting by Means of Structural Equation Modeling.

In recent years, discount grocery retailers have expanded their global reach and added to their traditional no-frills offerings to also cater to hedonic consumer needs. In addition to a larger product assortment and a more pleasant shopping experience, they now sell organic food, which commands a price premium compared to non-organic alternatives. To understand organic food in a discount setting, this study sets out to examine the factors that influence discount grocery shoppers’ purchase intention for organic food. To study this relationship, this paper tests several factors in a structural equation model, finding a positive relationship between hedonic shopping values, environmental concern, as well as health consciousness and the purchase intention for organic food. In our model, based on a US consumer survey (n = 394), price consciousness exhibited a direct and negative relationship with the purchase intention for organic food. Furthermore, this study found that that the impact of environmental concern, health consciousness, and hedonic shopping value is greater on the purchase intention of organic food than that of price consciousness, even in this discount setting. This study concludes by discussing these results and attempting to outline potential areas for future research, as well as managerial implications.