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Shopping motives, store attributes and shopping enjoyment among Malaysian youth

Author

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  • Wong, Yue-Teng
  • Osman, Syuhaily
  • Jamaluddin, Askiah
  • Yin-Fah, Benjamin Chan

Abstract

Youth shoppers are an emerging age group that is recognized as a meaningful market segment, yet there is lack of extant shopping enjoyment research explicit to the cohort especially in Malaysia context. This study endeavors to measure shoppers' shopping enjoyment and to explore the effect of both internal and external factors in influencing their shopping enjoyment levels. Shopping motives as the internal contributor is personal-specific while store attributes serve as the external aspect is regarded as situational-specific. By employing hierarchical multiple regression analysis, it was found that anticipated utility dimension from shopping motive variable and enhancement dimension from store attribute variable explained the variance in shopping enjoyment. Narrowing to the two variables identified, anticipated utility (β=0.198) from shopping motives was having more influential power than enhancement derived from store attributes (β=0.163) in explaining shopping enjoyment. The findings assist retailers in enhancing the perceived value of customers.

Suggested Citation

  • Wong, Yue-Teng & Osman, Syuhaily & Jamaluddin, Askiah & Yin-Fah, Benjamin Chan, 2012. "Shopping motives, store attributes and shopping enjoyment among Malaysian youth," Journal of Retailing and Consumer Services, Elsevier, vol. 19(2), pages 240-248.
    • Handle: RePEc:eee:joreco:v:19:y:2012:i:2:p:240-248
    DOI: 10.1016/j.jretconser.2012.01.005
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    References listed on IDEAS

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    4. Francesca Canio & Manuel J. Sánchez-Franco & Elisa Martinelli, 0. "Exploring the main drivers influencing brand loyalty to motorway services areas in Italy," Italian Journal of Marketing, Springer, vol. 0, pages 1-17.
    5. Jun-Ho Bae & Hyeon-Mo Jeon, 2022. "Exploring the Relationships among Brand Experience, Perceived Product Quality, Hedonic Value, Utilitarian Value, and Brand Loyalty in Unmanned Coffee Shops during the COVID-19 Pandemic," Sustainability, MDPI, vol. 14(18), pages 1-16, September.
    6. Ivana Kursan Milakovic & Mirela Mihic, 2015. "Predictors And Outcome Of Attitudes Towards Advertising: Demographics, Personal Factors And Wom," Economic Thought and Practice, Department of Economics and Business, University of Dubrovnik, vol. 24(2), pages 409-432, december.
    7. Rezaei, Sajad, 2015. "Segmenting consumer decision-making styles (CDMS) toward marketing practice: A partial least squares (PLS) path modeling approach," Journal of Retailing and Consumer Services, Elsevier, vol. 22(C), pages 1-15.
    8. Wenzel, Stefanie & Benkenstein, Martin, 2018. "Together always better? The impact of shopping companions and shopping motivation on adolescents' shopping experience," Journal of Retailing and Consumer Services, Elsevier, vol. 44(C), pages 118-126.
    9. Han, Myat Su & Hampson, Daniel Peter & Wang, Yonggui & Wang, Hong, 2022. "Consumer confidence and green purchase intention: An application of the stimulus-organism-response model," Journal of Retailing and Consumer Services, Elsevier, vol. 68(C).
    10. Francesca Canio & Manuel J. Sánchez-Franco & Elisa Martinelli, 2020. "Exploring the main drivers influencing brand loyalty to motorway services areas in Italy," Italian Journal of Marketing, Springer, vol. 2020(2), pages 125-141, September.
    11. Schnack, Alexander & Wright, Malcolm J. & Elms, Jonathan, 2021. "Investigating the impact of shopper personality on behaviour in immersive Virtual Reality store environments," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).

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