Shopping is normally characterised by both values but with different weight depending on the shoppers, products, shopping condition and their interaction (Chung, 2015). They proposed two fundamental dimensions of shopping values, which are the hedonic and utilitarian benefits of a shopping trip. (1994) defined shopping value as the outcome of a shopping experience.
This chapter suggests that exploring the hedonic shopping value that consumers derive across five channels can enhance the understanding of hedonic shopping value in the context of the multichannel shopping environment.īabin et al. The result shows that store and website gain the highest in the level of hedonic shopping value for apparel shopping and those are the most likely channels in which hedonic shoppers intend to shop for apparel in the future, while shopping via catalogue shows the lowest score of both hedonic shopping value and purchase intention. The benefits of this chapter are evaluation of the strengths and weaknesses of each channel from the perception of the five channels for apparel shopping based on 18 hedonic shoppers in central London by using semi-structured interviews. The purpose of this chapter is to emphasize the importance of hedonic shopping value in the context of multichannel shopping (in store, website, catalogue, mobile, and social media).
It is fundamental that multichannel retailers constantly provide high levels of hedonic shopping value through multichannel shopping in order to stimulate purchase. The growing competitive apparel market forces retailers to assess their current marketing strategies and their implementation. AbstractMultichannel shopping has changed the way that consumers shop by offering them more choice and convenience.
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