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Hedonic shopping motivations in collectivistic and individualistic consumer cultures

Author

Listed:
  • Evanschitzky, Heiner
  • Emrich, Oliver
  • Sangtani, Vinita
  • Ackfeldt, Anna-Lena
  • Reynolds, Kristy E.
  • Arnold, Mark J.

Abstract

We reinvestigate what constitutes hedonic customer experiences in collectivistic versus individualistic cultures using four country samples (N=2,336) in Germany and the U.S. as well as Oman and India. Across country samples, intrinsically enjoyable customer experiences are associated with the same underlying hedonic shopping motivations as shown in the original U.S. context. In comparison with individualistic cultures, we find that a hedonic shopping experience in collectivistic cultures is less strongly associated with selforiented gratification shopping, yet more strongly associated with others-oriented role shopping.

Suggested Citation

  • Evanschitzky, Heiner & Emrich, Oliver & Sangtani, Vinita & Ackfeldt, Anna-Lena & Reynolds, Kristy E. & Arnold, Mark J., 2014. "Hedonic shopping motivations in collectivistic and individualistic consumer cultures," International Journal of Research in Marketing, Elsevier, vol. 31(3), pages 335-338.
    • Handle: RePEc:eee:ijrema:v:31:y:2014:i:3:p:335-338
    DOI: 10.1016/j.ijresmar.2014.03.001
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    References listed on IDEAS

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    2. Ashraf, Abdul R. & Thongpapanl, Narongsak (Tek), 2015. "Connecting with and Converting Shoppers into Customers: Investigating the Role of Regulatory Fit in the Online Customer's Decision-making Process," Journal of Interactive Marketing, Elsevier, vol. 32(C), pages 13-25.
    3. Coelho, Filipe & Aniceto, Inês & Bairrada, Cristela Maia & Silva, Pedro, 2023. "Personal values and impulse buying: The mediating role of hedonic shopping motivations," Journal of Retailing and Consumer Services, Elsevier, vol. 72(C).
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    6. Ayaz Ali & Chen Li & Ashfaque Hussain & Bakhtawar, 2024. "Hedonic Shopping Motivations and Obsessive–Compulsive Buying on the Internet," Global Business Review, International Management Institute, vol. 25(1), pages 198-215, February.
    7. Lynch, John G. & Bradlow, Eric T. & Huber, Joel C. & Lehmann, Donald R., 2015. "Reflections on the replication corner: In praise of conceptual replications," International Journal of Research in Marketing, Elsevier, vol. 32(4), pages 333-342.
    8. Galina Timokhina & Urkmez Taylan & Ralf Wagner, 2018. "Cross-Cultural Variations in Consumer Behavior: A Literature Review of International Studies," South East European Journal of Economics and Business, Sciendo, vol. 13(2), pages 49-71, December.
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    10. Larissa Becker & Elina Jaakkola, 2020. "Customer experience: fundamental premises and implications for research," Journal of the Academy of Marketing Science, Springer, vol. 48(4), pages 630-648, July.
    11. Grahl, Jörn & Hinz, Oliver & Rothlauf, Franz & Abdel-Karim, Benjamin M. & Mihale-Wilson, Cristina, 2023. "How do likes influence revenue? A randomized controlled field experiment," Journal of Business Research, Elsevier, vol. 167(C).
    12. Tyrväinen, Olli & Karjaluoto, Heikki & Saarijärvi, Hannu, 2020. "Personalization and hedonic motivation in creating customer experiences and loyalty in omnichannel retail," Journal of Retailing and Consumer Services, Elsevier, vol. 57(C).
    13. Baskentli, Sara & Hadi, Rhonda & Lee, Leonard, 2023. "How culture shapes consumer responses to anthropomorphic products," International Journal of Research in Marketing, Elsevier, vol. 40(3), pages 495-512.

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