VALIDATION OF A HEDONIC SHOPPING MOTIVATION MODEL IN THE SOUTH AFRICAN CONTEXT

Abstract

The purpose of this study was to validate hedonic shopping motivations as a fivefactor model in the South African context. While utilitarian shopping motives are grounded in rational consumption behaviour, hedonic shopping motives refer to the emotional aspects of shopping, including pleasure, enjoyment and fun. These hedonic motives are widely viewed as important shopping drivers. Over the years several different models have been proposed for measuring hedonic shopping motives. In this study, the model developed by Arnold and Reynolds (2003) and tested by Cardoso and Pinto (2010) is validated in the South African context. The Cardoso and Pinto (2010) model comprises the five factors of pleasure and gratification shopping, social shopping, idea shopping, role shopping and value shopping. Following the descriptive research design approach, data were collected using a self-administered questionnaire from a convenience sample of 404 students registered at two selected higher education institutions (HEIs) in the Gauteng province. The captured data were analysed using Pearson’s ProductMoment correlation, confirmatory factor analysis, internal-consistency reliability, composite reliability, construct validity and fit indices. According to the findings, hedonic shopping motivations is a five-factor model comprising pleasure and gratification shopping, social shopping, idea shopping, role shopping and value shopping. The model exhibits internal-consistency reliability, composite reliability and construct validity, in terms of nomological, convergent and discriminant validity. Furthermore, the goodness-of-fit indices produced by AMOS suggested a well-fitting model. This empirically-validated model provides a useful research instrument for measuring and explaining consumers’ hedonic shopping motivations in the South African context.

Keywords

• Scale validation,structural equation modelling,hedonic shopping motivations,South Africa

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