HOW DID YOU LIKE IT? COMPARING HEDONIC SHOPPING VALUE OF PURCHASES MADE AT DIFFERENT TYPES OF RETAILERS

Authors

  • José Mauro da Costa Hernandez Universidade Nove de Julho

Abstract

This study compares, in three distinct studies, the hedonic value of purchases made at different retail merchants. In the first study it is compared the hedonic shopping value of purchases made at e-stores and brick-and-mortar merchants; the second compares large and small malls, and the third compares specialty stores and superstores. In general, the conclusion is that hedonic shopping value cannot be attributed to specific merchant classes since the main effects, whenever present, were of little significance. It is suggested that future studies should focus on looking into specific retail merchant characteristics and how they interact with individual characteristics in the creation of hedonic value.

KEYWORDS Marketing; Consumer behavior; Hedonic shopping value; Retailing; Survey.

 

 

 

 

 

 

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Author Biography

José Mauro da Costa Hernandez, Universidade Nove de Julho

Livre-docente pela Universidade de São Paulo (USP). Professor do Programa de Pós-Graduação em Administração da Universidade Nove de Julho (Uninove).

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Published

2009-04-17

Issue

Vol. 10 No. 2 (2009)

Section

Presentation

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