The U-Shaped Relationship Between Hedonic Shopping Motivation and Consumers’ Changes in Purchase Decisions

Mark Yi-Cheon Yim, Canisius College, USA
The current study tests two competing hypotheses about how hedonic shopping motivation affects consumers’ changed purchase decisions. A field study conducted in a superstore illustrates that a U-shaped relationship between hedonic shopping motivation and consumers’ purchase switching is significant while a linear relationship is not.
[ to cite ]:
Mark Yi-Cheon Yim (2014) ,"The U-Shaped Relationship Between Hedonic Shopping Motivation and Consumers’ Changes in Purchase Decisions", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 820-820.