 Repurchase behaviour and positive word of mouth. Role of hedonic shopping motivesSunil Atulkar and Ashish Kumar Singh International Journal of Business Excellence, 2021, vol. 23, issue 4, 498-516 Abstract: In view of changing consumer behaviour towards organised retail, the present study focused on department stores of Delhi and neighbouring cities, as the shoppers in these cities are highly motivated by hedonic shopping dimensions. The study tries to identify the influence of five different variables of hedonic motives on repurchase behaviour and positive word of mouth. Focusing on 536 customer responses collected with the help of a structured questionnaire, the proposed research framework were analysed and validated through confirmatory factor analysis and structural equation modelling (SEM) analysis. The result supports the previous research findings and displayed a significant positive relationship of adventure, gratification and role shopping with repurchase behaviour and positive word of mouth, while the social and idea shopping shows a diverse results. Therefore, the research paper would help organised retailers to focus on these hedonic motives effectively and efficiently for gaining added advantage in this competitive current retail scenario. Keywords: department store; repurchase behaviour; positive word of mouth; hedonic shopping motives. (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:ids:ijbexc:v:23:y:2021:i:4:p:498-516 Access Statistics for this article More articles in International Journal of Business Excellence from Inderscience Enterprises Ltd |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.