Hedonic shopping motivations
Abstract
null null Given the increasing importance of entertainment as a retailing strategy, this study identifies a comprehensive inventory of consumers’ hedonic shopping motivations. Based on exploratory qualitative and quantitative studies, a six-factor scale is developed that consists of adventure, gratification, role, value, social, and idea shopping motivations. Using the six-factor hedonic shopping motivation profiles, a cluster analysis of adult...
Paper Details
Title
Hedonic shopping motivations
Published Date
Jan 1, 2003
Journal
Volume
79
Issue
2
Pages
77 - 95
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