The U-Shaped Relationship Between Hedonic Shopping Motivation and Consumers’ Changes in Purchase Decisions
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.
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, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 820-820.
Mark Yi-Cheon Yim, Canisius College, USA
NA - Advances in Consumer Research Volume 42 | 2014
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