Host?s interpersonal influence on guests in a home sales party |
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| Institution: | 1. Department of Advertising, Public Relations, and Retailing, College of Communication, Arts and Sciences, Michigan State University, USA;2. College of Business Administration Ajou University, San 5 Wonchun-Dong Youngton-Gu, Suwon 443‐749, Republic of Korea;1. Department of Marketing Fairfield University Fairfield, CT 06825, USA;2. Department of Marketing and Finance Frostburg State University, Frostburg, MD 21532, USA;1. University of Orléans, VALLOREM Lab, Orléans, France;2. University of Lille 2 (Institute of Retail Marketing and Management—IMMD), The LSMRC Lab (Université de Lille-Skema Business School), Roubaix, France |
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| Abstract: | This research aims to gain a better understanding of how interactions between a home sales party host and the guests affect the guests? experiences. An Internet survey was conducted and the participants were recruited through a home sales party representative directory. Our findings suggest significant effects of obligation and gratitude (i.e., utilitarian influences) and co-orientation (i.e., value-expressive influence) on hedonic value, repatronage intention and purchase amount. Another important finding is the mediating effects of hedonic value between obligation/gratitude/co-orientation and repatronage intention. This research, one of the few empirical studies in a party selling context, demonstrates the critical importance of interpersonal influence in the non-traditional shopping area. |
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| Keywords: | Party selling Obligation Gratitude Co-orientation Hedonic value Repatronage |
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