Hedonic shopping motivations |
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| Authors: | Mark J. Arnold Kristy E. Reynolds |
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| Affiliation: | a Department of Marketing, John Cook School of Business, Saint Louis University, 3674 Lindell Blvd., St. Louis, MO 63108, USA
b Department of Marketing, E.J. Ourso College of Business Administration, Louisiana State University, Baton Rouge, LA, USA |
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| Abstract: | 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 consumers reveals five shopper segments, called here the Minimalists, the Gatherers, the Providers, the Enthusiasts, and the Traditionalists. The utility of the proposed scale is discussed both for future research and retail strategy. |
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| Keywords: | Hedonic shopping Scale development Shopping motivations Hedonic consumption Retail strategy Shopper segments |
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