Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores

• Published in: Journal of the Academy of Marketing Science Vol. 42; no. 5; pp. 528 - 544
• Main Authors: Yim, Mark Yi-Cheon, Yoo, Seung-Chul, Sauer, Paul L., Seo, Joo Hwan
• Format: Journal Article
• Language: English
• Published: Boston Springer US 01.09.2014; Springer; Springer Nature B.V
• Subjects: Analysis; Behavior; Business and Management; Consumer behavior; Consumers; Consumption; Customer relations; Ethnography; Hypermarkets; Influence; Marketing; Motivation; Original Empirical Research; Purchase intention; Purchasing; Shopping; Shopping centers; Social Sciences; Studies; Superstores; United States; Video ethnography; Impulsive purchase; Shopper behavior; Hedonic shopping motivation; Superstore; Co-shopper influence
• ISSN: 0092-0703; 1552-7824
• DOI: 10.1007/s11747-013-0357-2

Much prior literature has focused on how hedonic shopping motivation operates in hedonic shopping environments such as shopping malls, but few empirical studies have assessed hedonic shopping motivation effects in utilitarian shopping environments. Combining a field survey (Study 1) with observation using video ethnography (Study 2), our research addresses this issue. Our results empirically reveal how, through both psychological and behavioral routes, hedonic shopper motivation affects purchases in a utilitarian shopping environment, specifically a section of a superstore selling predominantly utilitarian products. Hedonic shopping motivation is found to induce consumer impulsiveness (psychological route) while also encouraging shoppers to stay longer in a store (behavioral route), which when combined result in greater consumer purchases than either route alone. Additionally we observe a moderating effect of co-shopper influences on these two routes. Implications of these findings are discussed.