The purpose of the present study was to investigate the moderating role of
hedonic shopping value in shopping experience satisfaction in the context of clothing
shopping. Hedonic shopping value is an emotional and hedonic appreciation of
shopping. According to the existing literature, consumers' hedonic shopping value is
associated with several antecedents such as involvement, variety seeking, and physical
environment of stores. Involvement may heighten consumers' excitement with the
shopping experience. Hedonic shoppers tend to seek variety and use exploratory
buying behavior to experience the emotion of pleasant arousal in a retail setting.
Emotional responses in stores can be affected by the store's environment, arguing
positive mood is a significant predictor of both extra time, unplanned spending in
shopping, and shopping satisfaction.
To test the proposed model, a convenience sample of male and female Korean
college students was employed. Pearson correlation, chi-square statistics, t-test,
ANOVA, and EQS for structural equation modeling were utilized.
The results of the study showed that people who, in general, enjoy clothing
shopping feel more satisfied with their clothing shopping. It appears that the shopping
skills acquired by consumers who are more involved in and enjoy shopping may lead
to higher satisfaction.
Female respondents were more involved in clothing shopping, were more
satisfied with clothing shopping, and had a higher level of hedonic shopping value.
Expectedly, the structural model for female subjects confirmed the existence of the
mediating role of hedonic shopping value in shopping experience satisfaction whereas
the model for male respondents and for all respondents in which male and female
respondents combined did not. For the female group, involvement and variety seeking
had no direct influences on shopping experience satisfaction. Rather, they influenced
shopping experience satisfaction indirectly through hedonic shopping value.
Hedonic shopping value did not play a role as an intervening variable for male
consumers. This may be attributed to the fact that male respondents had considerably
low levels of hedonic shopping value to be an intervening determinant. This result
implies that male respondents may have greater utilitarian construct for clothing
shopping satisfaction rather than hedonic constructs. / Graduation date: 2002
| Identifer | oai:union.ndltd.org:ORGSU/oai:ir.library.oregonstate.edu:1957/29901 |
| Date | 10 September 2001 |
| Creators | Chang, Eunyoung |
| Contributors | Francis, Sally K., Burns, Leslie Davis |
| Source Sets | Oregon State University |
| Language | en_US |
| Detected Language | English |
| Type | Thesis/Dissertation |
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