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The moderating influence of hedonic consumption in an extended theory of planned behaviour

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  • Richard Lee
  • Jamie Murphy
  • Esther Swilley

Abstract

This study extended the theory of planned behaviour (TPB) to predict youth’s customer loyalty. Replacing TPB’s traditional subjective norm with a norm from a behaviourally relevant group, the findings supported the model’s predictive efficacy. However, youth’s hedonic consumption moderated the relationships between TPB’s predictors and loyalty. Hedonic consumption increased group interactions, which in turn increased group norm’s influence. Conversely, with low hedonic consumption, attitude and perceived behavioural control were stronger than the group norm. The findings suggested the importance of group norm, particularly with hedonic behaviours enacted in groups. Managerial implications included how to reach youth through hedonic consumption and peer groups.

Suggested Citation

  • Richard Lee & Jamie Murphy & Esther Swilley, 2008. "The moderating influence of hedonic consumption in an extended theory of planned behaviour," The Service Industries Journal, Taylor & Francis Journals, vol. 29(4), pages 539-555, February.
    • Handle: RePEc:taf:servic:v:29:y:2008:i:4:p:539-555
    DOI: 10.1080/02642060802287189
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    1. Daniel Birke & G. M. Peter Swann, 2005. "Social networks and choice of mobile phone operator," Occasional Papers 14, Industrial Economics Division.
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