Shopping enjoyment and store shopping modes: The moderating influence of chronic time pressure

The objectives of this study were to investigate: (a) whether shopping enjoyment has a differential influence on two key store shopping modes (browsing vs. bargain hunting); (b) whether the level of chronic time pressure moderates the influence of shopping enjoyment on each shopping mode; and (c) whether each of the shopping modes has a differential influence on hedonic shopping value. Data were collected from a sample of US store shoppers (n=1009). Results revealed that the influence of shopping enjoyment was much stronger on the browsing mode than on the bargain hunting mode. In turn, the browsing mode exerted a stronger influence on hedonic shopping value. Also, this study confirmed that the level of chronic time pressure significantly moderated the influence of shopping enjoyment on the browsing mode. Implications for brick-and-mortar retailers were discussed with suggestions for future research.