Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective

Kelley C. Anderson, Dee K. Knight, Sanjukta Pookulangara and Bharath Josiam

Journal of Retailing and Consumer Services, 2014, vol. 21, issue 5, 773-779

Abstract: Social networks are an innovative tool that people use to communicate with family, friends and, increasingly, businesses. To optimize social networks as a marketing strategy, apparel retailers must understand consumers׳ motivations to interact with retailers via social media. We argue consumers׳ motivations for shopping on Retail Facebook Pages (RFP) compared to traditional retail formats may differ. The purpose of the study was to examine the influence of utilitarian and hedonic motivations (i.e., time savings, information access, bargain perception, and experiential shopping) on purchase intention and loyalty among consumers that use RFP. Using SEM, we show that experiential shopping influences loyalty, but not purchase intention, that bargain perception influences neither purchase intention nor loyalty, that information access influences time savings and loyalty, and that loyalty impacts purchase intention.

Keywords: Retailing; Facebook; Consumers; Motivations; Hedonic; Utilitarian (search for similar items in EconPapers)
Date: 2014
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Citations: View citations in EconPapers (49)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:21:y:2014:i:5:p:773-779

DOI: 10.1016/j.jretconser.2014.05.007

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