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

Year 2018, Volume: 10 Issue: 2, 0 - 0, 31.12.2018

Riané Cherylise Dalziel Ayesha Lian Bevan-dye

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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