“Just do it”: Hedonic Shopping Motivations Predicting Consumer Behavior Beyond Personality

DOI:  https://doi.org/10.12804/revistas.urosario.edu.co/apl/a.11501

Article Sidebar

PDF HTML (Español (España)) XML (Español (España))

Published: Sep 13, 2024
Issue: Vol. 42 No. 1 (2024): Avances en Psicología Latinoamericana
Section Artículos


Keywords: Hedonic Shopping Motivations Impulsive buying Big Five confirmatory factor analysis consumer behavior consumer psychology

Main Article Content

Authors

  Sibele D. Aquino
Pontifical Catholic University of Rio de Janeiro (PUC-Rio), Brazil. Laboratory of Research in Social Psychology (L2PS), Brazil.
  Jean C. Natividade
Pontifical Catholic University of Rio de Janeiro (PUC-Rio), Brazil. Laboratory of Research in Social Psychology (L2PS), Brazil.

Abstract

The present study aimed at testing hedonic shopping motivations’ explanatory power for the impulsive buying tendency and specific buying behaviors. It also presents psychometric properties of the adapted Brazilian version of the Hedonic Shopping Motivations (HSM) scale. This scale assesses six factors of hedonic motives for shopping: Adventure shopping, gratification shopping, role shopping, value shopping, social shopping, and idea shopping. After the translation process, 429 adults (Mage = 34.5; 73,7 % women) completed the instrument. Confirmatory factor analyses indicated that the six-factor model was the best fit for the data, the same as the instrument’s original version. The factors also showed satisfactory reliability indices. Although we found significant correlations between hsm and the Big Five Factors, these correlations were only weak. Conversely, we found moderate positive correlations between the adventure, gratification, and idea factors of the hsm scale and impulsive buying. The instrument showed satisfactory evidence of validity, indicating the scale’s reliability for use in Brazil. The results also indicated that the hsm scale predicted specific purchase behaviors and impulsive buying beyond the Big Five. This study expands our understanding of individual differences in purchasing behaviors, especially by showing that gratification is the best predictor of impulsive buying.

Author Biography

Sibele D. Aquino, Pontifical Catholic University of Rio de Janeiro (PUC-Rio), Brazil. Laboratory of Research in Social Psychology (L2PS), Brazil.

Graduated in Social Communication with a major in Advertising (FACHA) in 1998. She has worked in communications and marketing in private companies for over 15 years. She is a lato sensu specialist in Business Communication and a lato sensu specialist in Services Marketing. She has a master's degree in Social Psychology and is studying for a PhD in Psychology. She is a researcher at the Social Psychology Research Laboratory at PUC-Rio.

How to Cite
Aquino, S. D., & Natividade, J. C. (2024). “Just do it”: Hedonic Shopping Motivations Predicting Consumer Behavior Beyond Personality. Avances En Psicología Latinoamericana, 42(1). https://doi.org/10.12804/revistas.urosario.edu.co/apl/a.11501
References

Alba, J. W., & Williams, E. F. (2013). Pleasure principles: A review of research on hedonic consumption. Journal of Consumer Psychology, 23(1), 2-18. https://doi.org/10.1016/j.jcps.2012.07.003

Aquino, S. D., & Lins, S. (2023). The Personality Puzzle: A comprehensive analysis of its impact on three buying behaviors. Frontiers in Psychiatry, 14, article 1179257. https://doi.org/10.3389/fpsyt.2023.1179257

Aquino, S. D., Amigo, A., & Zehoul, A. (2021). “Então é Natal, e o que você fez?” Um estudo sobre o impacto das ativações promocionais na compra de panetones. [“And so, this is Christmas and what have you done?” A study on the impact of promotional activations on the purchase of panettones]. Consumer Behavior Review, 5(1), 45-59. https://doi.org/10.51359/2526-7884.2021.246153

Aquino, S. D., Natividade, J. C., & Lins, S. L. B. (2019). Sua personalidade vai ao shopping? Relações entre personalidade e compra por impulso [Does your personality go to the mall? Relationships between personality and impulse buying]. Psico, 50(4), Article e31905. https://doi.org/10.15448/1980-8623.2019.4.31905

Aquino, S. D., Natividade, J. C., & Lins, S. L. B. (2020). Validity evidences of the Buying Impulsiveness Scale in the Brazilian context. Psico-USF, 25(1), 15-25. https://doi.org/10.1590/1413-82712020250102

Arnold, M. J., & Reynolds, K. E. (2003). Hedonic shopping motivations. Journal of Retailing, 79(2), 77-95. https://doi.org/10.1016/S0022-4359(03)00007-1

Babin, B. J., & Babin, L. (2001). Seeking something different? A model of schema typicality, consumer affect, purchase intentions and perceived shopping value. Journal of Business Research, 54(2), 89-96. https://doi.org/10.1016/s0148-2963(99)00095-8

Babin, B. J., Darden, W. R., & Griffin, M. (1994). Work and/or fun: Measuring hedonic and utilitarian shopping value. Journal of Consumer Research, 20(4), 644-656. https://doi.org/10.1086/209376

Bandyopadhyay, N., Sivakumaran, B., Patro, S., & Kumar, R. S. (2021). Immediate or delayed! Whether various types of consumer sales promotions drive impulse buying?: An empirical investigation. Journal of Retailing and Consumer Services, 61, article 102532. https://doi.org/10.1016/j.jretconser.2021.102532

Beatty, S. E., & Ferrell, M. E. (1998). Impulse buying: Modeling its precursors. Journal of Retailing, 74(2), 169-191. https://doi.org/10.1016/s0022-4359(98)90009-4

Blut, M., Teller, C., & Floh, A. (2018). Testing retail marketing-mix effects on patronage: A meta-analysis. Journal of Retailing, 94(2), 113-135. https://doi.org/10.1016/j.jretai.2018.03.001

Bratko, D., Butkovic, A., & Bosnjak, M. (2013). Twin study of impulsive buying and its overlap with personality. Journal of Individual Differences, 34(1), 8-14. https://doi.org/10.1027/1614-0001/a000091

Büttner, O. B., Florack, A., & Göritz, A. S. (2014). Shopping orientation as a stable consumer disposition and its influence on consumers’ evaluations of retailer communication. European Journal of Marketing, 48(5/6), 1026-1045. https://doi.org/10.1108/ejm-04-2012-0210

Cardoso, P. R., & Pinto, S. C. (2010). Hedonic and utilitarian shopping motivations among Portuguese young adult consumers. International Journal of Retail & Distribution Management, 38(7), 538-558. https://doi.org/10.1108/09590551011052124

Chang, Y. W., Hsu, P. Y., Chen, J., Shiau, W. L., & Xu, N. (2023). Utilitarian and/or hedonic shopping– consumer motivation to purchase in smart stores. Industrial Management & Data Systems, 123(3), 821-842. https://doi.org/10.1108/imds-04-2022-0250

Cheon, B. K., Melani, I., & Hong, Y. Y. (2020). How USA-centric is psychology? An archival study of implicit assumptions of generalizability of findings to human nature based on origins of study samples. Social Psychological and Personality Science, 11(7), 928-937. https://doi.org/10.1177/19485506209272

Childers, T. L., Carr, C. L., Peck, J., & Carson, S. (2001). Hedonic and utilitarian motivations for online retail shopping behavior. Journal of Retailing, 77(4), 511-535. https://doi.org/10.1016/s0022-4359(01)00056-2

Coelho, F., Aniceto, I., Bairrada, C. M., & Silva, P. (2023). Personal values and impulse buying: The mediating role of hedonic shopping motivations. Journal of Retailing and Consumer Services, 72, article 103236. https://doi.org/10.1016/j.jretconser.2022.103236

Dalziel, R. C., & Bevan-Dye, A. L. (2018). Validation of a hedonic shopping motivation model in the South African context. International Journal of Business and Management Studies, 10(2) , 215-227. https://www.sobiad.org/eJOURNALS/journal_IJBM/arhieves/ijbm_2018_2_ek/rc-dalziel.pdf

Denegri, M., Peñaloza, V., Sepúlveda, J., & Riquelme, L. (2022). Relationship among materialism, attitudes regarding money, peer influence and satisfaction with life in Chilean adolescents. ces Psicología, 15(1), 68-95. https://doi.org/10.21615/cesp.5703

Dhar, R., & Wertenbroch, K. (2000). Consumer choice between hedonic and utilitarian goods. Journal of Marketing Research, 37(1), 60-71. https://doi.org/10.1509/jmkr.37.1.60.18718

Dholakia, R. R. (1999). Going shopping: Key determinants of shopping behaviors and motivations. International Journal of Retail & Distribution Management, 27(4), 154-165. https://doi.org/10.1108/09590559910268499

Egan, V., & Taylor, D. (2010). Shoplifting, unethical consumer behaviour, and personality. Personality and Individual Differences, 48(8), 878-883. https://doi.org/10.1016/j.paid.2010.02.014

Erdem, A., & Yılmaz, E. S. (2021). Investigation of Hedonic Shopping Motivation effective in impulse buying behavior of female consumers on Instagram. Yaşar Üniversitesi E-Dergisi, 16(64), 1605-1623. https://doi.org/10.19168/jyasar.892799

Guido, G. (2006). Shopping motives, big five factors, and the hedonic/utilitarian shopping value: An integration and factorial study. Innovative Marketing, 2(2), 57-67. https://citeseerx.ist.psu.edu/document?repid=rep1&type=pdf&doi=688708bf852e5ffffe7590011db83e-40fadc1602

Guido, G., Capestro, M., & Peluso, A. M. (2007). Experimental shopping analysis of consumer stimulation and motivational states in shopping experiences. International Journal of Market Research, 49(3), 365-386. https://doi.org/10.1177/147078530704900307

Guido, G., Peluso, A. M., Capestro, M., & Miglietta, M. (2015). An Italian version of the 10-item Big Five Inventory: An application to hedonic and utilitarian shopping values. Personality and Individual Differences, 76, 135-140. https://doi.org/10.1016/j.paid.2014.11.053

Hashmi, H. B. A., Shu, C., & Haider, S. W. (2020). Moderating effect of hedonism on store environment-impulse buying nexus. International Journal of Retail & Distribution Management, 48(5), 465-483. https://doi.org/10.1108/IJRDM-09-2019-0312

Hassay, D. N., & Smith, M. C. (1996). Compulsive buying: An examination of the consumption motive. Psychology & Marketing, 13(8), 741-752. https://doi.org/10.1002/(SICI)1520-6793(199612)13:8<741::AIDMAR2>3.0.CO;2-F

Hirschman, E. C., & Holbrook, M. B. (1982). Hedonic consumption: Emerging concepts, methods and propositions. Journal of Marketing, 46(3), 92-101. https://doi.org/10.1177/002224298204600314

Iyer, G. R., Blut, M., Xiao, S. H., & Grewal, D. (2020). Impulse buying: A meta-analytic review. Journal of the Academy of Marketing Science, 48(3), 384-404. https://doi.org/10.1007/s11747-019-00670-w

Jones, M. A., Reynolds, K. E., & Arnold, M. J. (2006). Hedonic and utilitarian shopping value: Investigating differential effects on retail outcomes. Journal of Business Research, 59(9), 974-981. https://doi.org/10.1016/j.jbusres.2006.03.006

Kaltcheva, V. D., & Weitz, B. A. (2006). When should a retailer create an exciting store environment? Journal of Marketing, 70(1), 107-118. https://doi.org/10.1509/JMKG.2006.70.1.107

Kim, H. S. (2006). Using hedonic and utilitarian shopping motivations to profile inner city consumers. Journal of Shopping Center Research, 13(1), 57-79. https://jrdelisle.com/JSCR/2005Articles/JSCRV13_1A3ShopMotivations.pdf

Kumar, M., & Noble, C. H. (2016). Beyond form and function: Why do consumers value product design? Journal of Business Research, 69(2), 613-620. https://doi.org/10.1016/j.jbusres.2015.05.017

Mamuaya, N. C. I., & Pandowo, A. (2018). The effect of the situational factor, store atmosphere, and sales promotion on hedonic shopping motivation and its implication on supermarket consumer impulsive buying in Manado city. Journal of Business and Retail Management Research, 13(2). https://doi.org/10.24052/JBRMR/V13IS02/ART-01

Matos, C. A., & Rossi, C. A. V. (2008). Word-ofmouth communications in marketing: A meta-analytic review of the antecedents and moderators. Journal of the Academy of Marketing Science, 36(4), 578-596. https://doi.org/10.1007/s11747-008-0121-1

Mooradian, T. A., & Olver, J. M. (1997). “I can’t get no satisfaction:” The impact of personality and emotion on postpurchase processes. Psychology & Marketing, 14(4), 379-393. https://doi.org/10.1002/(SICI)1520-6793(199707)14:4<379::AID-MAR5>3.0.CO;2-6

Muruganantham, G., & Bhakat, R. S. (2013). An empirical study of impulse buying behavior in online bookstores. International Journal of Online Marketing, 3(3), 1-17. https://doi.org/10.4018/ijom.2013070101

Natividade, J. C., & Hutz, C. S. (2015). Escala reduzida de descritores dos Cinco Grandes Fatores de Personalidade: Prós e contras [Short form scale of descriptors of the Five Personality Factors: Pros and cons]. Psico (PUCRS), 46(1), 79-89. https://doi.org/10.15448/1980-8623.2015.1.16901

Neto, M. B. G., Lessa, P. W. B., Silva, L. E. N., da Rocha Grangeiro, R., & de Oliveira Júnior, J. D. (2022). Vontade de comprar? um estudo sobre a tendência de consumo por impulso. Revista de Administração de Roraima-rarr, 12(1), Article 4. https://doi.org/10.18227/2237-8057rarr.v12i0.7123

Okada, E. M. (2005). Justification effects on consumer choice of hedonic and utilitarian goods. Journal of Marketing Research, 42(1), 43-53. https://doi.org/10.1509/jmkr.42.1.43.56889

Olsen, S. O., Tudoran, A. A., Honkanen, P., & Verplanken, B. (2015). Differences and similarities between impulse buying and variety seeking: A personality-based perspective. Psychology & Marketing, 33(1), 36-47. https://doi.org/10.1002/mar.20853

Otero-López, J. M., Santiago, M. J., & Castro, M. C. (2021). Big Five Personality Traits, Coping Strategies and Compulsive Buying in Spanish University Students. International Journal of Environmental Research and Public Health, 18(2), Article 821. https://doi.org/10.3390/ijerph18020821

Ozer, L., & Gultekin, B. (2015). Pre- and post-purchase stage in impulse buying: The role of mood and satisfaction. Journal of Retailing and Consumer Services, 22, 71-76. https://doi.org/10.1016/j.jretconser.2014.10.004

Šeinauskienė, B., Maščinskienė, J., & Jucaitytė, I. (2015). The relationship of happiness, impulse buying and brand loyalty. Procedia-Social and Behavioral Sciences, 213, 687-693. https://doi.org/10.1016/j.sbspro.2015.11.487

Sofi, S. A., & Nika, F. A. (2016). The role of personality in impulse buying behavior. Jindal Journal of Business Research, 5(1), 26-50. https://doi.org/10.1177/2278682116674079

Tena-Monferrer, S., Fandos-Roig, J. C., Sánchez-García, J., & Callarisa-Fiol, L. J. (2022). Shopping motivation in consumer loyalty formation process: The case of Spanish retail. International Journal of Retail & Distribution Management, 50(1), 100-116. https://doi.org/10.1108/IJRDM-06-2020-0200

Thompson, E. R., & Prendergast, G. P. (2015). The influence of trait affect and the five-factor personality model on impulse buying. Personality and Individual Differences, 76, 216-221. https://doi.org/10.1016/j.paid.2014.12.025

Tiwari, A. V., Bajpai, N., Singh, D., & Vyas, V. (2022). Antecedents of hedonism affecting memorable tourism experience (MTE) leading to revisit intention in tourists. International Journal of Tourism Cities, 8(3), 588-602. https://doi.org/10.1108/IJTC-03-2021-0043

Tsao, W. C., & Chang, H. R. (2010). Exploring the impact of personality traits on online shopping behavior. African Journal of Business Management, 4(9), 1800-1821. https://academicjournals.org/journal/AJBM/article-full-text-pdf/3F-838BE31935.pdf

Verplanken, B., & Herabadi, A. (2001). Individual differences in impulse buying tendency: Feeling and no thinking. European Journal of Personality, 83(5), 71-83. https://doi.org/10.1002/per.423

Vieira, V., Santini, F. O., & Araujo, C. F. (2018). A meta-analytic review of hedonic and utilitarian shopping values. Journal of Consumer Marketing, 35(4), 426-437. https://doi.org/10.1108/JCM-08-2016-1914

Voss, K. E., Spangenberg, E. R., & Grohmann, B. (2003). Measuring the hedonic and utilitarian dimensions of consumer attitude. Journal of Marketing Research, 40(3), 310-320. https://doi.org/10.1509/jmkr.40.3.310.19238

Westbrook, R. A., & Black, W. C. (1985). A motivation-based shopper typology. Journal of Retailing, 61(1), 78-103.

Widagdo, B., & Roz, K. (2021). Hedonic shopping motivation and impulse buying: The effect of website quality on customer satisfaction. The Journal of Asian Finance, Economics and Business, 8(1), 395-405. https://doi.org/10.13106/JAFEB.2021.VOL8.NO1.395

Zhao, Y., Li, Y., Wang, N., Zhou, R., & Luo, X. R. (2022). A Meta-Analysis of online impulsive buying and the moderating effect of economic development level. Information Systems Frontiers: A Journal of Research and Innovation, 24(5), 1667-1688. https://doi.org/10.1007/s10796-021-10170-4

Query Statistics

Downloads

Download data is not yet available.
Publcation metrics

0




 

Crossref
Scopus
Google Scholar
Europe PMC
Creative Commons License

This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.

Authors retain copyright and ensure the journal's right to be the first publication of the work as licensed under a Creative “Commons Attribution License” that allows others to share the work with an acknowledgment of authorship of the work and the initial publication in this journal.

Similar Articles

1 2 3 4 5 6 7 8 9 10 > >> 

You may also start an advanced similarity search for this article.