Motivations to engage in retail shopping include both utilitarian and hedonic dimensions. Business to consumer ecommerce conducted via the mechanism of webshopping provides an expanded opportunity for companies to create a cognitively and esthetically rich shopping environment in ways not readily imitable in the nonelectronic shopping world.Hedonic consumption signifies the joy and pleasure the consumer expects from shopping. As the expectation from shopping is different for each consumer, so is the feeling experienced during shopping. Some of the consumers are affected by various motivational aspects in order to get joy and pleasure from shopping. hedonic shopping motivations pdf
Hedonic shopping motivations are conceptually related constructs, yet are also expected to exhibit discriminant validity ( Westbrook& Black, 1985 ). As evidence of their relationship, the interfactor correlations between the five hedonic motivations, estimated by the phi coefficient
Hedonic shopping value is derived from the perceived fun or playfulness of the shopping. An individual also assumes some benefits and risks in any shopping context. The eshopping tendency is increasing rapidly among buyers across the world, which is the focus of this study. Based on exploratory qualitative and quantitative studies, a sixfactor scale is developed that consists of adventure, gratification, role, value, social, and idea shopping motivations. Using the sixfactor hedonic shopping motivation profiles, a cluster analysis of adult consumers reveals five shopper segments, called here the Minimalists, the Gatherers, the Providers, the Enthusiasts, and the Traditionalists.hedonic shopping motivations pdf Hedonic and utilitarian shopping motivations among Portuguese young adult consumers Author(s): Paulo Ribeiro Cardoso (Universidade Fernando Pessoa, Porto, Portugal)
Hedonic Shopping Motivation. There are a multiplicity of shopping motives that are beyond the purchase of necessary goods and that relate to our psychosocial needs [45, 3, such as the need for attention, the desire to be with peers, selfgratification, physical activity, sensory stimulation, entertainment, desire for status and authority, hedonic shopping motivations pdf The study was based on the Stimulus Organism Response (SOR) theory stated by MehrabianRussel which aimed to analyze the effect of retail attribute on utilitarian, hedonic shopping motivation and customer loyalty. This study also aimed to test the age as the moderation variable effect of the retail attribute on the utilitarian, hedonic shopping motivation and customer loyalty. Hedonic motivation refers to the influence of a person's pleasure and pain receptors on their willingness to move towards a goal or away from a threat. This is linked to the classic motivational principle that people approach pleasure and avoid pain, and is gained from acting on certain behaviors that resulted from esthetic and emotional feelings such as: love, hate, fear, joy, etc. According to the hedonic higher hedonic motivations for shopping compared to noninner city consumers. A cluster analysis using mean scores for hedonic and utilitarian shopping motivations produced five consumer clusters: (a) alpha shopper, (b) economic shopper, (c) beta shopper, (d) functional shopper, and (e) mission specialist. Live streaming shopping can happen in two ways: live streaming embedded in ecommerce, or ecommerce integrated into live streaming. Based on prior research related to live streaming and consumer motivation theories, we examined the relationships between hedonic and utilitarian motivations and shopping intention.