Greater patience and monetary expenditure: How shopping with companions influences purchase decisions

Dan-Yang Gui, Shixiong Liu, Yu Dai, Ying Liu, Xiaoli Wang and Huiying Huang

Journal of Retailing and Consumer Services, 2021, vol. 63, issue C

Abstract: Shopping with companions plays a crucial role in daily consumer activities. However, only a few studies have explored the influence of this factor on consumers’ patience. We conducted four studies, including two field studies, to investigate the effects of shopping with companions (e.g., friends and peers) on purchase decisions. We found that consumers exerted greater effort when shopping with friends and peers by spending more money and being willing to wait longer for a product. This effect could be explained by three mediators: positive emotions, negative emotions, and perceived value, in which the hedonic and social value, unlike the utilitarian value, played essential mediating roles. This study elucidates the underlying psychological processes involved in purchase decisions shaped by companions. Retailers should encourage shopping with companions to increase sales and customer retention.

Keywords: Shopping with companions; Purchase decisions; Perceived value (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:63:y:2021:i:c:s0969698921002319

DOI: 10.1016/j.jretconser.2021.102665

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