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作者 Chang, Eunyoung
書名 The mediating role of hedonic shopping value in apparel shopping satisfaction
國際標準書號 9780493418766
book jacket
說明 182 p
附註 Source: Dissertation Abstracts International, Volume: 62-10, Section: A, page: 3478
Advisers: Sally K. Francis; Leslie Davis Burns
Thesis (Ph.D.)--Oregon State University, 2002
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
School code: 0172
Host Item Dissertation Abstracts International 62-10A
主題 Business Administration, Marketing
Alt Author Oregon State University
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