Towards a hierarchical theory of shopping motivation

Tillmann Wagner and Thomas Rudolph

Journal of Retailing and Consumer Services, 2010, vol. 17, issue 5, 415-429

Abstract: Shopping motivation is one of the key concepts in research on consumer shopping behavior and continues to be vividly discussed. Providing a revised theoretical perspective on this issue, the authors propose three hierarchical levels including purpose-specific, activity-specific, and demand-specific shopping motivation. A hierarchical model of shopping motivation is developed based on the theoretical properties introduced by corresponding research in the areas of social and organizational psychology and tested by means of a cross-contextual survey design. Evidence for the mediating nature of the established framework is provided and the findings reveal the dynamics of how purpose-specific shopping motivation predicts activity-specific motivation, which, in turn, determines demand-specific motivation. The moderating impact of the shopping context is tested, demonstrating in which way the relationship between activity and demand-specific motivation is more idiosyncratic in nature than the interrelation of purpose and activity-specific motivation. The utility of the study for future research and its managerial implications are discussed.

Keywords: Shopping motivation; Shopping behavior; Store preference (search for similar items in EconPapers)
Date: 2010
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Citations: View citations in EconPapers (20)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:17:y:2010:i:5:p:415-429

DOI: 10.1016/j.jretconser.2010.04.003

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