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

Journal of the Academy of Marketing Science volume 42, pages 528–544 (2014)Cite this article

Abstract

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.

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Authors and Affiliations

  1. Department of Marketing and Information Systems, Richard J. Wehle School of Business, Canisius College, 2001 Main Street, Buffalo, NY, 14208-1098, USA

    Mark Yi-Cheon Yim & Paul L. Sauer

  2. School of Communication, Loyola University at Chicago, 820 N. Michigan Ave. Water Tower Campus, Chicago, IL, 60611, USA

    Seung-Chul Yoo

  3. School of Business, The George Washington University, 2201 G. St., NW, Fuger Hall 301, Washington, DC, 20052, USA

    Joo Hwan Seo

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  1. Mark Yi-Cheon Yim
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  2. Seung-Chul Yoo
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  3. Paul L. Sauer
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  4. Joo Hwan Seo
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Correspondence to Mark Yi-Cheon Yim.

Appendices

Appendix 1: Type of retailer

Table 4 ᅟ
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Appendix 2: Mini video camera for video ethnography

figure a

Appendix 3: Retail setting

figure b

Appendix 4

Table 5 Convergent and discriminant validity and reliability of indicator variable measures
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Yim, M.YC., Yoo, SC., Sauer, P.L. et al. Hedonic shopping motivation and co-shopper influence on utilitarian grocery shopping in superstores. J. of the Acad. Mark. Sci. 42, 528–544 (2014). https://doi.org/10.1007/s11747-013-0357-2

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  • DOI: https://doi.org/10.1007/s11747-013-0357-2

Keywords

  • Shopper behavior
  • Hedonic shopping motivation
  • Impulsive purchase
  • Video ethnography
  • Superstore
  • Co-shopper influence