Towards a hierarchical theory of shopping motivation
Journal
Journal of Retailing and Consumer Services
ISSN
0969-6989
ISSN-Digital
1873-1384
Type
journal article
Date Issued
2010-09
Author(s)
Abstract
Shopping motivation is one of the key concepts in research on consumer shopping behavior and continues to be vividly discussed. Providing a revised theoretical perspective on this issue, the authors propose three hierarchical levels including purpose-specific, activity-specific, and demand-specific shopping motivation. A hierarchical model of shopping motivation is developed based on the
theoretical properties introduced by corresponding research in the areas of social and organizational psychology and tested by means of a cross-contextual survey design. Evidence for the mediating nature of the established framework is provided and the findings reveal the dynamics of how purpose-specific shopping motivation predicts activity-specific motivation, which, in turn, determines demand-specific motivation. The moderating impact of the shopping context is tested, demonstrating in which way the relationship between activity and demand-specific motivation is more idiosyncratic in nature than the interrelation of purpose and activity-specific motivation. The utility of the study for future research and its managerial implications are discussed.
theoretical properties introduced by corresponding research in the areas of social and organizational psychology and tested by means of a cross-contextual survey design. Evidence for the mediating nature of the established framework is provided and the findings reveal the dynamics of how purpose-specific shopping motivation predicts activity-specific motivation, which, in turn, determines demand-specific motivation. The moderating impact of the shopping context is tested, demonstrating in which way the relationship between activity and demand-specific motivation is more idiosyncratic in nature than the interrelation of purpose and activity-specific motivation. The utility of the study for future research and its managerial implications are discussed.
Language
English
Keywords
Shopping motivation
Shopping behavior
Store preference
HSG Classification
not classified
Refereed
Yes
Publisher
Elsevier
Publisher place
Amsterdam
Volume
17
Number
5
Start page
415
End page
429
Pages
15
Subject(s)
Division(s)
Eprints ID
62470