A Literature Review of Hedonic Shopping Based on Shopping Experience

Gao Hui, Shen Jia

Foreign Economics & Management Vol. 38, Issue 04, pp. 63 - 72 (2016)  DOI:10.16538/j.cnki.fem.2016.04.000

Abstract

Consumer shopping behavior can be divided into two categories according to motivations: one is utilitarian shopping targeting the obtainment of products and services based on pragmatism, and the other is hedonic shopping related to experience like satisfaction, excitement, and escape based on hedonism. Since 1950s, a large number of consumer behavior studies have demonstrated the importance of factors such as enjoyment, pleasure and happiness in the process of shopping, and explore how consumers optimize the pursuit of pleasure in the process of shopping. Hedonic shopping is based on active shopping experience of consumers, and affects products purchase, impulsive shopping and shopping attitudes of consumers. Hedonic shopping research refers to shopping motivations and shopping value, and this paper reviews & analyzes hedonic shopping research in aspects of dimension, influencing factors, effects and so on from the perspectives of these two concepts. Then it does prospects for directions in future hedonic shopping research.

Keywords

hedonic shopping; hedonism; shopping value; shopping motivation