Hedonic shopping motivations in collectivistic and individualistic consumer cultures

被引：50

作者：

Evanschitzky, Heiner ^{[1
]}

Emrich, Oliver ^{[2
]}

Sangtani, Vinita ^{[3
]}

Ackfeldt, Anna-Lena ^{[1
]}

Reynolds, Kristy E. ^{[4
]}

Arnold, Mark J. ^{[5
]}

机构：

[1] Aston Univ, Aston Business Sch, Mkt Grp, Birmingham B4 7ET, W Midlands, England

[2] Univ St Gallen, Inst Retail Management, CH-9000 St Gallen, Switzerland

[3] North Georgia Coll & State Univ, Mike Cottrell Sch Business, Dahlonega, GA USA

[4] Univ Alabama, Dept Management & Mkt, Culverhouse Coll Commerce, Tuscaloosa, AL 35487 USA

[5] St Louis Univ, Dept Mkt, John Cook Sch Business, St Louis, MO 63103 USA

来源：

INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING | 2014年 / 31卷 / 03期

关键词：

MEASUREMENT INVARIANCE;

D O I：

10.1016/j.ijresmar.2014.03.001

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

We reinvestigate what constitutes hedonic customer experiences in collectivistic versus individualistic cultures using four country samples (N=2,336) in Germany and the U.S. as well as Oman and India. Across country samples, intrinsically enjoyable customer experiences are associated with the same underlying hedonic shopping motivations as shown in the original U.S. context. In comparison with individualistic cultures, we find that a hedonic shopping experience in collectivistic cultures is less strongly associated with selforiented gratification shopping, yet more strongly associated with others-oriented role shopping. (C) 2014 Elsevier B.V. All rights reserved.

引用

页码：335 / 338

页数：4

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