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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Appendix 1: Type of retailer
Appendix 2: Mini video camera for video ethnography
Appendix 3: Retail setting
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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
- Shopper behavior
- Hedonic shopping motivation
- Impulsive purchase
- Video ethnography
- Co-shopper influence