SEE IT, LIKE IT, BUY IT! HEDONIC SHOPPING MOTIVATIONS AND IMPULSE BUYING

Merima Cinjarevic (), Kasim Tatic () and Srdjan Petric ()
Additional contact information
Merima Cinjarevic: School of Economics and Business Sarajevo
Kasim Tatic: School of Economics and Business Sarajevo
Srdjan Petric: MUP RH, Inspektorat Unutarnjih poslova

Economic Review: Journal of Economics and Business, 2011, vol. 9, issue 1, 3-15

Abstract: The purpose of this study is to examine the influence of six broad categories of hedonic shopping motivations (adventure,gratification,role, value, social, and idea shopping) and fashion consciousness on consumers’ impulse buying behavior.The online questionnaire was created using LimeSurvey, a web-based questionnaire generator tool. An online questionnaire was directed to a sample of 500 individuals in Bosnia and Herzegovina,using non-probability convenience sampling method. A total of 224 participants completed the questionnaire, which corresponds to the response rate of 44.8 percent. The survey instrument used in this study was designed using scales that were already validated in the previous research. The results indicated that impulse buying behavior was significantly related to adventure, gratification, value and idea shopping motivations.Nevertheless, role shopping,social shopping and fashion consciousness were found not significantly related to impulse buying behavior. The findings of this study can help retailers to gain a useful insight into the shopping motivations that trigger impulse buying behavior. A focus on adventure,entertainment,excitement and sales may be an effective retailing strategy to stimulate impulse buying behavior.There are some of limitations in this study worthy of improvement and leads for future studies. A more random sampling method, sampling from different geographic locations and replication of this study in the context of other product categories are necessary to ensure reliable generalizability.

Keywords: Consumer behavior; Impulse buying; Motivation; Hedonic (search for similar items in EconPapers)
JEL-codes: M30 (search for similar items in EconPapers)
Date: 2011
References: Add references at CitEc
Citations: View citations in EconPapers (1) Track citations by RSS feed

Downloads: (external link)
http://ef.untz.ba/images/Casopis/cinjarevictaticpetric.pdf

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:tuz:journl:v:9:y:2011:i:1:p:3-15

Access Statistics for this article

Economic Review: Journal of Economics and Business is currently edited by Zijad Dzafic

More articles in Economic Review: Journal of Economics and Business from University of Tuzla, Faculty of Economics Contact information at EDIRC.
Bibliographic data for series maintained by Senad Celikovic ().