• Asian Journal of Business Environment
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• v.4 no.3
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• pp.5-12
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• 2014

Purpose - This study is aimed at examining Indian consumers' online shopping motivations, information search, and shopping intentions. The study intends to reveal the relationship between online shopping motivations, information search, and shopping intentions. Research design, data, and methodology - The study employs factor analysis to verify correct loading of items on corresponding factors, and to confirm the applicability of constructs in the Indian context. The model was verified using stepwise regression analysis. Results -The findings show that hedonic and utilitarian motivations significantly affect online information search and shopping intentions. The information search is a significant predictor of online purchase intention. Conclusions - Hedonic and utilitarian motivations are the salient factors affecting online information search and purchase intentions. Marketers are required to design websites that foster an enjoyable online experience. This will attract customers who will browse the website for a longer duration. More time devoted to information search will ensure brand building and loyalty.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.2
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• pp.185-193
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• 2011

The purpose of this study was to examine the relationships among fashion orientation, shopping motivations, shopping flow experience, and purchases of fashion products. Two types of shopping motivations were employed in the study: goal-directed and experiential. A conceptual research model was developed using research variables and structural equational modeling was used to test hypotheses. Empirical results indicated that fashion orientation had a strong positive direct effect on both types of shopping motives. Experiential and goal-directed motivations both had significant influence on shopping flow experience by consumers. During this process the influence of experiential motivation on flow experience was stronger, which implies the importance of experiential motivation on shopping fashion products. In addition, shopping flow experience played an important role in fashion product purchasing. Results of this study suggest that retailers should take into consideration flow in the context of shopping.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.11
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• pp.1744-1754
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• 2009

This study identifies the main factors of internet clothing shopping motivation and analyzes their effect on customer e-loyalty among Korean and Chinese college students. Data were collected from 300 Koreans and 300 Chinese college students. The survey was statistically analyzed through an exploratory and confirmatory factor analysis, T-test, and structural equation modeling. The factors of clothing shopping motivations were identified as merchandising characteristics, shopping convenience, value price, and hedonic pleasure. Chinese students had stronger motivations for value price and hedonic pleasure; Koreans had stronger motivations for merchandising characteristics. The structural equation model showed that the shopping motivations for merchandising characteristics, shopping convenience, and hedonic pleasure had significant effects on e-loyalty for Chinese students and the motivations for value price had significant effects on e-loyalty for Korean students. The conclusion shows a strategic direction for entering the Chinese e-market.

• International Journal of Advanced Culture Technology
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• v.8 no.1
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• pp.13-18
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• 2020

Going shopping would be a very reasoned and well-planned activity, however, at the same time, it would not. People may go shopping just for fun and as their leisure. The motivations for going shopping and their experiences cannot be fully explained with the economic utility or the information-processing model. Thus, this study explored the hedonic aspect of the experiences of shopping as an alternative explanation to consumers' motivations of shopping and discussed retail advertising and marketing plans. An in-depth interview was conducted to obtain a better understanding about hedonic value, and it was found that hedonic value affects a consumer's shopping experience and that understanding consumers' motivations for shopping and establishing competitive advertising and marketing plans is important in drawing more consumers. Strategic implications for establishing further retail advertising and marketing plans obtained from the findings were also suggested.

• The Journal of the Korea Contents Association
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• v.22 no.9
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• pp.308-321
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• 2022

The purpose of this study is to understand how self-esteem, shopping motivations, and shopping tendencies affect the clothing purchase behavior of the so-called "MZ generation," a cohort that includes both millenials and Generation Z and exerts significant influence in various areas. The results of this study can be summarized as follows: First, it was found that extrinsic purchase motivations (purchased made due to the influence of other people), trend-seeking shopping tendencies, and pleasure-seeking shopping tendencies had a positive and significant effect on personal needs among the sub-factors of clothing purchase behavior of the MZ generation. Second, it was found that the MZ real purchase shopping motivations, trend-seeking shopping tendencies, pleasure-seeking shopping tendencies, and convenience-seeking shopping tendencies had a positive and significant effect on actual needs among the sub-factors of clothing purchase behavior among the MZ generation. Third, it was found that social self-esteem, extrinsic purchase motivations, and convenience-seeking shopping tendencies had a positive and significant effect on clothing marketing strategies among the sub-factors of clothing purchase behavior of the MZ generation. On the other hand, personal self-esteem was found to negatively affect the marketing strategies of clothing purchase behavior. In other words, the expectation that the MZ generation would buy clothes in accordance with their individual preferences and beliefs was not supported by the findings of this study. It would appear that the beliefs and behaviors of the digitally savvy MZ generation are changed by the fashion trend-related information they readily access when purchasing clothing. From the above research results, it can be concluded that there many variables that influence the clothing purchase behavior of the MZ generation and it is thus necessary to consider this cohort a new consumer segment and establish marketing strategies accordingly.

• The Research Journal of the Costume Culture
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• v.25 no.3
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• pp.327-339
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• 2017

A consumer is an individual entity with various motivations. This study is intended to incorporate a hierarchical structure of motivation to understand self-determined motivation for purchasing secondhand merchandise at thrift stores. A conceptual model adopted from Cadwallader et al. (2010)'s comprehensive model of motivation used in a marketing context was developed to investigate motivational process in secondhand merchandise shopping. The conceptual model includes the three levels of motivational structure-the global, contextual (environmental concern and frugality), and situational motivation. A series of the causal relationships among the three levels of self-determined motivations and buying intention to shop at thrift stores were hypothesized. A total of 219 respondents from two different northeastern state universities in the U.S. completed a self-administered survey. The results indicated that secondhand merchandise shopping is well explained in the hierarchical structure of self-determined motivation where the global motivation had a positive impact on the contextual motivations regarding environmental concern and frugality. Of the two contextual motivations, only environmental concern had a positive impact on situational motivation for shopping at thrift stores. Finally, the situational motivation positively influenced the intention to shop at thrift stores. The results of this model suggest that the hierarchical structure of self-determined motivation would be a very useful framework to understand consumer behavior for apparel shopping. Also, further research can be done to identify other contextual motivational factors to understand consumer motivation for shopping at thrift stores.

• Fashion & Textile Research Journal
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• v.17 no.5
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• pp.741-753
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• 2015

This study identified factors that influenced fashion consumers' purchase intentions for cross-border online shopping. This study utilized three outshopping motivation dimensions (utilitarian, social, and hedonic) to empirically verify research questions. The moderating effects of consumers' perceived risks between cross-border online shopping motivations and behavioral intention were also tested on Korean female consumers in their 20s to 40s who had experience purchasing fashion goods through a cross-border online shopping channel within a year. The research are as follows. First, the three motivations have positive effects on cross-border online shopping purchase intentions. Fashion consumers are greatly influenced by hedonic motivation compared to utilitarian and social motivations. Second, perceived risks do not negatively influence cross-border online shopping purchase intentions. Finally, there exists moderating effects of perceived risks between utilitarian motivation and cross-border online shopping purchase intentions. This study reveals motivational and moderating factors that influence fashion consumers to shop through a cross-border online shopping channel. It contributes to prior studies by extending the research range of cross-border online shopping into fashion. Marketers and retailers should note that fashion consumers are most influenced by hedonic motivation when shopping in cross-border online malls.

• The Journal of Asian Finance, Economics and Business
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• v.7 no.9
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• pp.489-497
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• 2020

The introduction of self-service technologies (SSTs) in retail stores aims to provide customers with a more satisfying shopping experience. Many retailers are increasingly turning toward the adoption of self-service technologies in providing services directly to customers. Given that previous SST research has focused mainly on the impact of the introduction of SST on customer responses, the present study explored the impact of the presence of employees in the relationship between SST and customer responses. Based on the two ground theories, motivation-based theories of behavior and social impact theory, this study tested the relationships between shopping motivations, SST use intention, and retailer attitude. Moderating effects of the presence of employees on the three relationships were also tested. Data were collected using an online survey and analyzed through structural equations modeling. Test results showed that both hedonic and utilitarian shopping motivations effect on SST use intentions, and SST use intentions effect on retailer attitude, subsequently. Although the presence of employee did not moderate the relationship between shopping motivations and SST use intentions, the employee presence moderated the relationship between SST use intentions and retailer attitude. The impact of SST use intentions on retailer attitude was higher in the high presence of employee group than in the low group.

• The Research Journal of the Costume Culture
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• v.26 no.1
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• pp.109-124
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• 2018

As fashion and distribution companies have increasingly turned to implementing marketing activities that use omni-channel strategies, it is imperative to explore consumer-oriented evaluations of omni-channel shopping for fashion products. Through contributing to the growing research flow of consumer behavior within omni-channel contexts, the current study explores consumer motivations for omni-channel fashion shopping and their impacts on the decision-making stages of fashion products. The authors first performed in-depth interviews with six Korean consumers and confirmed the four types of consumer motivation for omni-channel shopping, and how decision-making processes react to fashion companies' omni- channel marketing strategies. These findings were used to set survey items for the main study. Based on the results and findings of previous literature, an online survey was conducted with 300 participants who had actual experience with omni-channel shopping for fashion products. The statistic results from the survey revealed the following: First, the in-depth interviews allowed the authors to confirm four factors of omni-channel shopping motivation (ubiquity, efficiency, convenience, and impulsiveness). Second, the survey showed the authors that among the four factors of omni-channel shopping orientation, impulsiveness had the greatest effect on consumer behaviors at the preand on-purchase stages, while the ubiquity factor had the greatest effect at the post-purchase stage. As such, the study empirically tested the omni-channel-specific factors of shopping orientation and motivation. In addition, it showed the effect of omni-channel marketing on various stages of the decision- making process and the study's limitations and implications were discussed.

• Journal of Digital Convergence
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• v.10 no.5
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• pp.53-66
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• 2012

The purpose of the study was to examine the relationships among gender, shopping motivations, flow experience, and purchases using structural equation modeling. Shopping motives were included in the study: self-refreshment, idea seeking, social interaction, product acquisition, and value seeking. Data from 452 male and female respondents were employed to test the model. Empirical findings supported that the proposed model was a good fit to data. Gender played an influential role in shopping motives. All motives except for product acquisition motive significantly influenced flow experience. Flow experiences enhance the purchasing. This study contributed the literature by providing a conceptual foundation of how gender and shopping motivation influence flow experience.