Shopping Motivation Research Articles

Navigating retail brands for staying alive

Purpose – A retail brand is an asset of value to the stakeholders. Nurturing it enhances quality and stability of earnings. Franchising it across emerging countries provides an opportunity for growth. The challenge, however, is to ensure that the brand stays “connected” with the local markets and “relevant” during changing times. Current research is highly inadequate in guiding the retail brands to stay vibrant when traveling to emerging markets. This research aims to look at how a successful fashion brand in the UK is struggling to grow its retail business through franchise in the Middle East. While the opportunity is vast, the retail brand has been struggling for it has not stayed “relevant”. The paper seeks to present a framework for monitoring its performance so the retail brand can “stay alive”.Design/methodology/approach – Qualitative research was done to understand the profile of the walk‐in customers, their shopping behavior, spending motives, and lifestyles. Quantitative research was done to asce...

The Influence of Hedonic Motives and Browsing On Impulse Buying

The purpose of this study is to investigate whether hedonic motives and browsing affect impulse buying and examine the role of browsing as a mediator between hedonic motives and impulse buying.In this context, a model was proposed and tested on a sample of customers who made an impulse purchase in Ankara. Confirmatory factor analysis supported the components of hedonic shopping motives such as adventure shopping, gratification shopping, role shopping, value shopping, social shopping, and idea shopping. Moreover, the results of the regression analysis showed that hedonic motives and its dimensions such as adventure, gratification, and idea have a positive impact on impulse buying. Consumers’ browsing behaviorinfluenced impulse buying positively. The mediating role of browsing between hedonic motives and impulse buyingwas also identified.

Consumer shopping value: An investigation of shopping trip value, in-store shopping value and retail format

Although delivering value is the key for retailers to create new competitive advantages, the literature on consumer shopping value is fragmented and findings are inconsistent. This study aimed to understand consumer shopping value in-depth by examining consumer shopping processes and experiences in two retail formats: mass merchandisers and department stores. This study conceptualizes consumer shopping value as having two components: shopping trip value and in-store shopping value. Shopping trip value is originated by fulfillment of general shopping motivations, and in-store shopping value stems from retail elements that create in-store shopping experiences that consumers have in specific retail contexts. Five shopping trip value dimensions and six in-store shopping value dimensions are identified from the in-depth interviews. The findings highlight how consumer shopping value is a complex and context specific construct.

High shopping mall patronage: is there a dark side?

Shopping malls that provide consumers climatic comfort and freedom from noise and traffic are centers for social and recreational activities as well as shopping. As they grow in number and differ from each other in terms of size and variety, consumer patronage regarding these enclosed retail environments become subject of greater scholarly inquiry. While there are voluminous studies that try to figure out the determinants of mall patronage, there is a lack of interest on its consequences. This study attempts to extend the literature by drawing attention to the dark side of increased mall patronage behavior. High shopping mall patronage level is predicted to be an important stimulator of consumers’ materialism and compulsive consumption orientations. Besides, these effects are expected to be stronger for individuals with hedonic mall shopping motivations than for those with utilitarian mall shopping motivations. Results show that increased mall patronage stimulates materialistic values and compulsive buying tendencies; but these relationships do not show any significant differences among hedonic or utilitarian shopping motivations.

Cannibalization or synergy? Consumers' channel selection in online–offline multichannel systems

This paper develops and empirically validates customer shopping motives taking account of customer channel selection in multichannel systems. As each channel is associated with certain advantages and disadvantages from a customer's perspective, we develop – based on behavioral considerations – a customer typology to classify different segments of customers. This enables us to empirically analyze the interrelationship between distinct shopping motives prior marketing research has suggested and cannibalization and synergetic effects in online–offline multichannel systems. Our results show that a higher degree of customers' convenience orientation in contrast to the degree of risk aversion and service orientation encourages the selection of the online channel over the offline channel. In addition, we develop and empirically analyze a typology of customers to classify distinct segments of consumers, highlighting the associated interrelationship of individual shopping motives and cannibalization and synergetic effects. Our results indicate that the desire for service, rather than risk aversion, could potentially cannibalize customers away from the online channel.

Study on Cross-format Shopping Motives and Shopper Typologies in Emerging Food and Grocery Retail Market in India

The growing incidence of cross-format shopping has become a subject of research to understand why consumer's cross-shop and what are the motives underlying cross-format shopping, which is referred to as consumers shopping regularly at each of two or more food and grocery retail format types. The purpose of this study is to explore crossformat shopping motivations among Indian food and grocery consumers and to categorise cross-format shopping typologies based on cross-shopping motivations. Based on exploratory qualitative (semi-structured personal interviews) and quantative research (mall intercept survey method), this study identifies nine cross-format shopping motivations (value for money, value for time, price conscious, local sopping, shopping enjoyment, social shopping, variety seeking, entertainment motive, and brand conscious) and five cross-format shopper segments (economic shopper, convenience shopper, price-promotional shopper, hedonic shopper, and socialisation shopper). These findings provide food and grocery retailers with specific knowledge of the cross-shopping motivations that consumers consider to be important when making format patronage.

Understanding ethical grocery shoppers

The growing importance of ethical shopping motives offers a major advantage to retailers who understand their significance in store choice decisions compared with other conventional store image influences, particularly with regard to any variations that exist between different shopper types. This study uses an exploratory two-phase integrative qualitative and quantitative research design to identify a preliminary classification of ethical shopper types. Three ethical and three store image factors emerge as relevant to the decision-making of ethical shoppers through the development of appropriate scales. Building from these factors, subsequent cluster analysis defines four distinct ethical shopper types: demanders, mavens, dissenters, and apathetics. The degree of emphasis given to ethical and other store choice factors exemplify differences among these segments. The article discusses the utility of the resultant classification in terms of research and retail strategy including opportunities for targeting through adjustment of the retail offer.

인터넷 패션 소비자의 쇼핑동기, 정보탐색 및 행동의도에 관한 연구

This research examines shopping motives, information search of e-fashion consumers and their behavioral intentions (word of mouth, repurchase and site switching intentions). The survey was conducted from December <TEX>$17^{th}$</TEX> 2010 to January <TEX>$5^{th}$</TEX> 2011 and all respondents had previous experiences with on-line purchase of fashion items. The study finds that an information search has three dimensions, recreational search, informative search, and rational search. The effects of both hedonic and utilitarian shopping motives on information search and behavioral intentions are significant. In addition, recreational and informative search have a positive impact on word of mouth and site switching intentions, while repurchase intention is influenced by an informative search. Rational search has a positive effect on switching intention only. Finally, there are significant differences by gender in shopping motives, information search and behavioral intentions.

Pre‐purchase alternative evaluation: prestige and imitation fashion products

PurposeThe purpose of this study is to understand the pre‐purchase alternative evaluation for prestige and imitation fashion products. The Engel et al. pre‐purchase alternative evaluation process served as the basis for the model.Design/methodology/approachA convenience sample of 158 undergraduate female students completed surveys. The final questionnaire consisted of four scales that measured shopping motivation, reference group influence, perceived product risk, and perceived transaction risk.FindingsWhen compared with the imitation product, consumers' pre‐purchase evaluation of the prestige fashion product was characterized by higher shopping motivation, higher reference group influence, and lower perceived product and transaction risks. When compared with the prestige product, consumers' pre‐purchase evaluation of the imitation fashion product was characterized by lower shopping motivation, lower reference group influence, and higher perceived product and transaction risks. However, not all variables were significant predictors for both the prestige and imitation fashion product.Research limitations/implicationsSince college students were used, results cannot be generalized to the entire population. Further, respondents' answers were self‐reported, and may not represent actual behaviour. Suggestions for future research include additional studies to determine the validity of the model, and replication of the study using different populations.Originality/valueNo studies have examined the pre‐purchase alternative evaluation process for prestige and imitation products. Most research has focused on counterfeit fashion products. Findings from this study can be used by educators, manufacturers, and retailers to help understand, and explain consumer preferences, and pre‐purchase alternative evaluations of fashion products.

Influence of hedonic and utilitarian values in determining attitude towards malls: A case of Indian small city consumers

Mall development, which was restricted to the bigger cities in India, is now making inroads to the mini-metros and smaller cities of the country. Change from traditional retailing formats to an organized multi-assortment format is expected to transform Indian consumers’ shopping behaviour. This research article examines the influence of hedonic and utilitarian shopping values on consumers’ attitudes towards malls in the smaller cities of India. Emotional and rational shopping motives are supposed to govern the consumer's attitude towards malls. The research was conducted in five mini-metropolitan cities in Northern India (n=325). ANOVA and multiple regression tests were administered to analyze the data. The results show that the hedonic and utilitarian values of small city consumers influenced their attitude towards malls. Results also showed the influence of age in consumers’ attitudes towards mall attributes.

On Store Design and Consumer Motivation

Research testifies to the influence of environmental factors in shopping environments. However, few studies examine effects of store design in interaction with shoppers’ motivations. The authors propose that task-oriented shoppers prefer stores that are spacious, whereas recreational shoppers enjoy and prefer the arousing properties of color. To provide controlled tests of these hypotheses, we created visual simulations of stores that varied by color (arousing red vs. less arousing blue) and layout (spacious vs. cluttered), and induced either task-oriented or recreational shopping motivations. Customers at a clothing store responded to one of these four store video displays. Results showed that motivations interact with environmental factors. Task-oriented shoppers preferred shopping in spacious stores, whereas recreational shoppers preferred high-arousing store environments. These findings suggest that store managers could increase arousal levels using ambient design elements, such as colored lights, when shoppers are likely recreationally oriented and provide spacious environments to appeal to task-oriented shoppers.

Hedonic Tendencies and the Online Consumer: An Investigation of the Online Shopping Process

Over the past 10 years, online shopping among U.S. consumers has been on the rise. While researchers have begun to understand how and why consumers shop online, much information, including trait- and state-based antecedents to purchasing, is still needed. Thus, this study proposed and tested the effect of hedonic shopping motivation on consumer online shopping behavior. Findings indicate that hedonic shopping motivation is a robust predictor of exploratory information seeking and impulse buying. Data further demonstrate that online shopping behaviors affected by hedonic shopping motivation affect pre-purchase browsing time and that the pre-purchase browsing time has a positive relationship with online buying frequency. Finally, the study also shows the positive relationship between perceived credibility of product information and pre-purchase online communication, and the positive relationship between perceived credibility of product information and online buying frequency.

Effect of Customer's Emotion Experienced during Internet Shopping On Shopping Behavior According to Internet Shopping Motivation

Effect of Customer's Emotion Experienced during Internet Shopping On Shopping Behavior According to Internet Shopping Motivation

The influence of mall shopping environment and motives on shoppers' response: a conceptual model and empirical evidence

The aim of this research is to examine the influence of mall’ shopping environmental cues, hedonic and utilitarian shopping motives on shoppers’ response (satisfaction) through examining the mediating role of cognition (service quality) in shopping malls in Jordan. Data were collected from 600 malls shoppers of which 390 were subjected for the analysis using structural equation modelling. The findings indicate that malls’ environmental cues, hedonic and utilitarian shopping motives positively influence shoppers’ experiential outcomes. Experiential outcomes positively influence cognitive outcomes and the later positively affect shoppers’ response. The cognitive outcomes fully mediate the effect of shoppers’ experiential outcomes on their satisfaction. Malls operators and investors have empirical findings regarding malls shoppers’ buying behaviour and drivers of their satisfaction to make sound strategic business decisions in developing countries e.g., Jordan. The empirical testing and validation of the emotion-cognition-response model in Jordan’s shopping malls, for the first time, adds to the originality of this study.

A Second-hand Shoppers’ Motivation Scale: Antecedents, Consequences, and Implications for Retailers

In view of growing interest in alternative consumption channels and critiques of conventional retailing, this study proposes a scale of second-hand shopping motivations. After defining the concept, we present the characteristics of second-hand shopping and explain the importance of a motivation-based approach. Through qualitative and quantitative studies and two data collections carried out in France with 708 subjects, we propose a reliable, valid, eight-factor scale that includes motivations related to products and distribution channels. A second-order hierarchical structure supports the tripartite nature (critical, economic, and recreational) of this form of shopping. Furthermore, the measure reveals, through a typological analysis, four consumer segments: “polymorphous enthusiasts”, “thrifty critics”, “nostalgic hedonists”, and “regular specialist shoppers”. We discuss the applications of this new scale and their implications for both research and retailing strategies.

A Conceptual Model for Mystery Shopping Motivations

This study addresses the need for more research regarding mystery shopping evaluations by conducting a grounded theory analysis of the motivations of mystery shoppers, integrating quantitative survey data into the results. First, a detailed literature review provided researchers with a guideline for volunteer and employee motivations. Next, a qualitative study using information from interviews with current mystery shoppers was conducted using a 3-stage grounded theory method of analysis. The results identified 14 dimensions of mystery shopper motivations, including: enjoyment, excitement, escapism, undercover aspect, impact, personal development, learning opportunity, discretionary compensation, nondiscretionary compensation, pride, exclusivity, prestige, client benefit, and mystery shopping company benefit. Finally, a model is presented showing these motivators as variables that are influential in the motivation to perform mystery shops.

Reconceptualization of price mavenism: do Chinese consumers get a glow when they know?

PurposeBuyers in China often communicate positive and negative purchasing experiences through word‐of‐mouth (WOM), which creates special problems and opportunities for marketers. Price mavenism, which is associated with price‐information searching and price‐sharing behavior, is often considered a negative dimension of price. The purpose of this paper, however, is to propose price mavenism as an outcome variable arising from both positive perceptions of price (prestige sensitivity) and negative perceptions (price and value consciousness) and examine that the “know” (price mavenism) will positively impact the “glow” (shopping hedonism) among the Chinese.Design/methodology/approachData were collected through a survey in Shanghai, China. The conceptual model was tested using structural equation modeling.FindingsThis study found that prestige sensitivity, price consciousness and value consciousness shaped price mavenism among the Chinese, supporting the idea that price mavenism arises from both positive and negative perceptions of price. In addition, for the Chinese, being a source of price information and sharing the knowledge with their social groups fulfill a hedonic motivation for shopping. While value consciousness was positively associated with shopping hedonism, price consciousness per se was not.Research limitations/implicationsThis study challenges the idea that price mavenism is mainly explained by a negative perception of price.Practical implicationsBy understanding the drivers of price mavenism and their impacts on shopping hedonism, international marketers can fine‐tune their marketing strategies to appeal more effectively to price mavens in China.Originality/valueThis study highlights the importance of cultural perspectives in understanding the structure of price mavenism and its theoretical and marketing foundations.

Hedonic and utilitarian shopping motivations among Portuguese young adult consumers

PurposeThe purpose of this paper is to identify the main factors that explained the shopping motivations among Portuguese consumers and to categorize possible groups based on those dimensions. The paper also intends to confirm the results obtained in previous studies carried out in the USA, applying their measure instruments to a sample of young adult Portuguese consumers.Design/methodology/approachThe authors performed a quantitative analysis by means of a personal survey using a sample of Portuguese undergraduate students. Principal axis factoring and cluster analysis were carried out to identify main dimensions in shopping motivations and categorize shopper groups.FindingsThe paper identifies seven shopping dimensions: “Pleasure and gratification shopping”, “Idea Shopping”, “Social Shopping”, “Role shopping”, “Value Shopping”, “Achievement” and “Efficiency”. Based on these factors, the paper finds five groups of consumers: “Social shopper”, “Dynamic Shopper”, “Pragmatic Shopper”, “Moderate shopper” and “Involved Shopper”. The findings on the whole confirm the results obtained in previous studies carried out in the USA. This fact contributes to the validation of this motivations framework showing its application on different contexts.Practical implicationsThe paper may contribute to the knowledge of the South European consumer, and states some implications for the international retail chains that work, or intend to work, in this region. Based on the shopper groups, the paper suggests some marketing communication strategies and tactics for retailers.Originality/valueThe results confirm the results obtained in the USA by Arnold and Reynolds and Kim. These findings demonstrate the international applicability of those authors' scales. The paper also proposes a new Portuguese young adult consumer profile based on hedonistic and utilitarian shopping motivations.

Towards a hierarchical theory of shopping motivation

Shopping motivation is one of the key concepts in research on consumer shopping behavior and continues to be vividly discussed. Providing a revised theoretical perspective on this issue, the authors propose three hierarchical levels including purpose-specific, activity-specific, and demand-specific shopping motivation. A hierarchical model of shopping motivation is developed based on the theoretical properties introduced by corresponding research in the areas of social and organizational psychology and tested by means of a cross-contextual survey design. Evidence for the mediating nature of the established framework is provided and the findings reveal the dynamics of how purpose-specific shopping motivation predicts activity-specific motivation, which, in turn, determines demand-specific motivation. The moderating impact of the shopping context is tested, demonstrating in which way the relationship between activity and demand-specific motivation is more idiosyncratic in nature than the interrelation of purpose and activity-specific motivation. The utility of the study for future research and its managerial implications are discussed.

Hedonic and utilitarian shopping motivations of fashion leadership

PurposeThe 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/approachA 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.FindingsThe 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 implicationsThe 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/valueThe 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.