Together always better? The impact of shopping companions and shopping motivation on adolescents' shopping experience

Although it is well known that teenagers primarily shop together with other teenagers, few studies have been conducted to date regarding the impact of joint shopping among teenagers. The objective of this study is to analyze the direct and indirect effects of teenagers shopping with a friend on customer satisfaction through consumer emotions. Furthermore, we examine whether the strength of this relationship differs across adolescents' shopping motivations. In a scenario-based experiment, data was collected from 150 pupils from a German comprehensive school. The results show a direct impact of a shopping companion on consumers' positive emotions but no significant effect on negative emotions. Moreover, positive emotions mediate the relationship between shopping with a friend and satisfaction with the shopping experience. This research also shows that shopping motivation partly Cmoderates this relation. Our results provide an improved understanding of the effects that shopping companions have on adolescents. We also examine the possible limits of this distinct social orientation. We recommend that retailers concentrate on the positive effects that shopping companions have on adolescents and create a hedonic and welcoming store atmosphere.