Proceedings | Marketing area | Year 2019 | |
Exploratory Study of Hedonic Motivation in Food and Grocery Shopping in Thailandby Boonying Kongarchapatara | |
the 9th international conference on Advances in Social Science, Management and Human Behavior in
Bangkok, Thailand 14-15 September 2019 |
AbstractFood and grocery is one of the most important sectors in retail industry as being observed in the top list of global retailers. While many believe that food and grocery shopping is routine and less fun, it may be beneficial for retailers to understand the underlying hedonic shopping motivation in this shopping context. This research explored the hedonic motivation in food and grocery stores by adopting previously empirical-tested scale (Arnold and Reynolds, 2003). The study found that only two dimensions of the scale significantly impacted on store satisfaction: adventure and role shopping motivations.
Keywords: hedonic motivation, customer satisfaction, food and grocery shopping |