Hedonic shopping motivations

  title={Hedonic shopping motivations},
  author={M. Arnold and K. Reynolds},
  journal={Journal of Retailing},
  • M. Arnold, K. Reynolds
  • Published 2003
  • Business
  • Journal of Retailing
  • 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… CONTINUE READING
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