TY  - JOUR
T1  - VALIDATION OF A HEDONIC SHOPPING MOTIVATION MODEL IN THE SOUTH AFRICAN CONTEXT
AU  - Dalziel, Riané Cherylise
AU  - Bevan-dye, Ayesha Lian
PY  - 2018
DA  - December
JF  - International Journal of Business and Management Studies
JO  - IJBMS
PB  - Sosyal Bilimler Araştırmaları Derneği
WT  - DergiPark
SN  - 1309-8047
SP  - 0
EP  - 0
VL  - 10
IS  - 2
LA  - en
AB  - The purpose of this study was to validate hedonic shopping motivations as a fivefactor model in the South African context. While utilitarian shopping motives aregrounded in rational consumption behaviour, hedonic shopping motives refer tothe emotional aspects of shopping, including pleasure, enjoyment and fun. Thesehedonic motives are widely viewed as important shopping drivers. Over the yearsseveral different models have been proposed for measuring hedonic shoppingmotives. In this study, the model developed by Arnold and Reynolds (2003) andtested by Cardoso and Pinto (2010) is validated in the South African context. TheCardoso and Pinto (2010) model comprises the five factors of pleasure andgratification shopping, social shopping, idea shopping, role shopping and valueshopping. Following the descriptive research design approach, data were collectedusing a self-administered questionnaire from a convenience sample of 404students registered at two selected higher education institutions (HEIs) in theGauteng 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 andgratification shopping, social shopping, idea shopping, role shopping and valueshopping. The model exhibits internal-consistency reliability, compositereliability and construct validity, in terms of nomological, convergent anddiscriminant validity. Furthermore, the goodness-of-fit indices produced byAMOS suggested a well-fitting model. This empirically-validated model providesa useful research instrument for measuring and explaining consumers’ hedonicshopping motivations in the South African context.
KW  - Scale validation
KW  - structural equation modelling
KW  - hedonic shopping motivations
KW  - South Africa
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UR  - https://dergipark.org.tr/tr/pub/ijbms/issue//558689
L1  - https://dergipark.org.tr/tr/download/article-file/703865
ER  -