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Host׳s interpersonal influence on guests in a home sales party

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  • Sammon, Rachel
  • Kwon, Kyoung-Nan

Abstract

This research aims to gain a better understanding of how interactions between a home sales party host and the guests affect the guests׳ experiences. An Internet survey was conducted and the participants were recruited through a home sales party representative directory. Our findings suggest significant effects of obligation and gratitude (i.e., utilitarian influences) and co-orientation (i.e., value-expressive influence) on hedonic value, repatronage intention and purchase amount. Another important finding is the mediating effects of hedonic value between obligation/gratitude/co-orientation and repatronage intention. This research, one of the few empirical studies in a party selling context, demonstrates the critical importance of interpersonal influence in the non-traditional shopping area.

Suggested Citation

  • Sammon, Rachel & Kwon, Kyoung-Nan, 2015. "Host׳s interpersonal influence on guests in a home sales party," Journal of Retailing and Consumer Services, Elsevier, vol. 23(C), pages 32-38.
    • Handle: RePEc:eee:joreco:v:23:y:2015:i:c:p:32-38
    DOI: 10.1016/j.jretconser.2014.12.002
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