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Shopping is truly a joy

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  • Byoungho Jin
  • Brenda Sternquist

Abstract

Some groups of consumers derive great pleasure from shopping; we refer to this as hedonic shopping value. This study contributes to the current literature by establishing construct equivalence in a cross-culture study and testing the relationship of positive and negative price cues with hedonic shopping value. We investigated this concept using confirmatory factor analysis to test equivalence between the two cultures on six dimensions of price and hedonism. Results indicate that the two-group path equality provided acceptable results (chi-square = 203.92 with 217 df, p = 0.73; GFI = 0.94). This indicated that the six dimensions of the price construct and hedonic shopping values are the same for the two countries. Therefore, we proceeded to test the hypotheses. As expected, neither of the two positive dimensions of price was significantly related to hedonic shopping value. Two of the four negative price cues, price mavenism and value consciousness, were positively related to hedonic shopping value.

Suggested Citation

  • Byoungho Jin & Brenda Sternquist, 2004. "Shopping is truly a joy," The Service Industries Journal, Taylor & Francis Journals, vol. 24(6), pages 1-18, November.
    • Handle: RePEc:taf:servic:v:24:y:2004:i:6:p:1-18
    DOI: 10.1080/0264206042000299158
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    Cited by:

    1. Dungchun Tsai & Hsiao-Ching Lee, 2007. "Demographics, psychographics, price searching and recall in retail shopping," The Service Industries Journal, Taylor & Francis Journals, vol. 29(9), pages 1243-1259, December.
    2. Ahmet Ekici & M. Joseph Sirgy & Dong-Jin Lee & Grace B. Yu & Michael Bosnjak, 2018. "The Effects of Shopping Well-Being and Shopping Ill-Being on Consumer Life Satisfaction," Applied Research in Quality of Life, Springer;International Society for Quality-of-Life Studies, vol. 13(2), pages 333-353, June.
    3. Hsiu-Hui Chang & Wenchang Fang, 2011. "The effects of shopping value on retail outcomes: a comparison between department stores and hypermarkets," The Service Industries Journal, Taylor & Francis Journals, vol. 32(14), pages 2249-2263, April.
    4. Swilley, Esther & Goldsmith, Ronald E., 2013. "Black Friday and Cyber Monday: Understanding consumer intentions on two major shopping days," Journal of Retailing and Consumer Services, Elsevier, vol. 20(1), pages 43-50.

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