Article ID Journal Published Year Pages File Type
1029006 Journal of Retailing and Consumer Services 2014 7 Pages PDF
Abstract

•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.

Related Topics
Social Sciences and Humanities Business, Management and Accounting Marketing
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