کد مقاله کد نشریه سال انتشار مقاله انگلیسی نسخه تمام متن
1029006 942599 2014 7 صفحه PDF دانلود رایگان
عنوان انگلیسی مقاله ISI
Influence of hedonic and utilitarian motivations on retailer loyalty and purchase intention: a facebook perspective
ترجمه فارسی عنوان
تأثیر انگیزه های هودنیک و سودآورانه بر وفاداری خرده فروشان و قصد خرید: دیدگاه فیس بوک
کلمات کلیدی
خرده فروشی، فیس بوک، مصرف کنندگان، انگیزه ها، هدیونیک، سودمند
موضوعات مرتبط
علوم انسانی و اجتماعی مدیریت، کسب و کار و حسابداری بازاریابی و مدیریت بازار
چکیده انگلیسی


• Motivations for shopping on Retailer Facebook pages compared to traditional retail formats may differ.
• Experiential shopping influences loyalty, but not purchase intention on Facebook.
• Bargain perception influences neither purchase intention nor loyalty.
• Information access influences time savings and loyalty.
• Loyalty impacts purchase intention.

Social networks are an innovative tool that people use to communicate with family, friends and, increasingly, businesses. To optimize social networks as a marketing strategy, apparel retailers must understand consumers׳ motivations to interact with retailers via social media. We argue consumers׳ motivations for shopping on Retail Facebook Pages (RFP) compared to traditional retail formats may differ. The purpose of the study was to examine the influence of utilitarian and hedonic motivations (i.e., time savings, information access, bargain perception, and experiential shopping) on purchase intention and loyalty among consumers that use RFP. Using SEM, we show that experiential shopping influences loyalty, but not purchase intention, that bargain perception influences neither purchase intention nor loyalty, that information access influences time savings and loyalty, and that loyalty impacts purchase intention.

ناشر
Database: Elsevier - ScienceDirect (ساینس دایرکت)
Journal: Journal of Retailing and Consumer Services - Volume 21, Issue 5, September 2014, Pages 773–779
نویسندگان
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