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

Rachel Sammon and Kyoung-Nan Kwon

Journal of Retailing and Consumer Services, 2015, vol. 23, issue C, 32-38

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.

Keywords: Party selling; Obligation; Gratitude; Co-orientation; Hedonic value; Repatronage (search for similar items in EconPapers)
Date: 2015
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DOI: 10.1016/j.jretconser.2014.12.002

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