Shopping Motivation as a Moderator in the Retail Service Evaluation
Purpose – Prior research explores the moderating effects of age and gender on the relationships in the comprehensive service evaluation model, but it ignores the role of contextual variables. The study aims to test the moderating effect of an important contextual variable (shopping motivation) on th...
| Main Authors: | , , |
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| Format: | Journal Article |
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Emerald Group Publishing Limited
2013
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| Subjects: | |
| Online Access: | http://hdl.handle.net/20.500.11937/12554 |
| _version_ | 1848748107041341440 |
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| author | Luk, S.T. Sharma, Piyush Chen, I.S. |
| author_facet | Luk, S.T. Sharma, Piyush Chen, I.S. |
| author_sort | Luk, S.T. |
| building | Curtin Institutional Repository |
| collection | Online Access |
| description | Purpose – Prior research explores the moderating effects of age and gender on the relationships in the comprehensive service evaluation model, but it ignores the role of contextual variables. The study aims to test the moderating effect of an important contextual variable (shopping motivation) on the service evaluation process. Design/methodology/approach – Responses were collected from 2,727 shoppers in six retail categories (cosmetics, electronics, fashion, jewelry, telecommunication services, and department stores) using a mall-intercept approach and all the hypotheses were tested using structural equation modeling technique. Findings – The study finds that relationships among sacrifice, value, satisfaction, and behavioral intentions are stronger in retail categories with utilitarian vs hedonic shopping motivation. In contrast, the relationships among service quality, value, satisfaction, and behavioral intentions are stronger in hedonic vs utilitarian retail categories. Research limitations/implications – This paper uses a cross-sectional survey to test all the hypotheses, hence it cannot study actual shopping behavior in future. Moreover, it examines shopping motivation at a retail category level and not at individual shopper level. The results may also vary based on cross-cultural differences in customer expectations and perceptions.Practical implications – The findings would help retail managers to identify relevant service dimensions, to improve perceived service quality, customer satisfaction, and value for the shoppers in their stores, which in turn may lead to more favorable behavioral intentions. Originality/value – This paper offers new insights on the differences in expectations, perceptions, and evaluations of shoppers in hedonic vs utilitarian retail categories, and introduces the moderating role of shopping motivation, an important contextual variable. |
| first_indexed | 2025-11-14T06:59:47Z |
| format | Journal Article |
| id | curtin-20.500.11937-12554 |
| institution | Curtin University Malaysia |
| institution_category | Local University |
| last_indexed | 2025-11-14T06:59:47Z |
| publishDate | 2013 |
| publisher | Emerald Group Publishing Limited |
| recordtype | eprints |
| repository_type | Digital Repository |
| spelling | curtin-20.500.11937-125542017-09-13T14:59:52Z Shopping Motivation as a Moderator in the Retail Service Evaluation Luk, S.T. Sharma, Piyush Chen, I.S. Moderator effects Customer satisfaction Sacrifice Shopping motivation Service quality Utilitarian Hedonic Service quality assurance Perceived value Purpose – Prior research explores the moderating effects of age and gender on the relationships in the comprehensive service evaluation model, but it ignores the role of contextual variables. The study aims to test the moderating effect of an important contextual variable (shopping motivation) on the service evaluation process. Design/methodology/approach – Responses were collected from 2,727 shoppers in six retail categories (cosmetics, electronics, fashion, jewelry, telecommunication services, and department stores) using a mall-intercept approach and all the hypotheses were tested using structural equation modeling technique. Findings – The study finds that relationships among sacrifice, value, satisfaction, and behavioral intentions are stronger in retail categories with utilitarian vs hedonic shopping motivation. In contrast, the relationships among service quality, value, satisfaction, and behavioral intentions are stronger in hedonic vs utilitarian retail categories. Research limitations/implications – This paper uses a cross-sectional survey to test all the hypotheses, hence it cannot study actual shopping behavior in future. Moreover, it examines shopping motivation at a retail category level and not at individual shopper level. The results may also vary based on cross-cultural differences in customer expectations and perceptions.Practical implications – The findings would help retail managers to identify relevant service dimensions, to improve perceived service quality, customer satisfaction, and value for the shoppers in their stores, which in turn may lead to more favorable behavioral intentions. Originality/value – This paper offers new insights on the differences in expectations, perceptions, and evaluations of shoppers in hedonic vs utilitarian retail categories, and introduces the moderating role of shopping motivation, an important contextual variable. 2013 Journal Article http://hdl.handle.net/20.500.11937/12554 10.1108/08876041311296365 Emerald Group Publishing Limited fulltext |
| spellingShingle | Moderator effects Customer satisfaction Sacrifice Shopping motivation Service quality Utilitarian Hedonic Service quality assurance Perceived value Luk, S.T. Sharma, Piyush Chen, I.S. Shopping Motivation as a Moderator in the Retail Service Evaluation |
| title | Shopping Motivation as a Moderator in the Retail Service Evaluation |
| title_full | Shopping Motivation as a Moderator in the Retail Service Evaluation |
| title_fullStr | Shopping Motivation as a Moderator in the Retail Service Evaluation |
| title_full_unstemmed | Shopping Motivation as a Moderator in the Retail Service Evaluation |
| title_short | Shopping Motivation as a Moderator in the Retail Service Evaluation |
| title_sort | shopping motivation as a moderator in the retail service evaluation |
| topic | Moderator effects Customer satisfaction Sacrifice Shopping motivation Service quality Utilitarian Hedonic Service quality assurance Perceived value |
| url | http://hdl.handle.net/20.500.11937/12554 |