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The Differences of Hedonic Shopping Value and Purchase Intention in the Multichannel Shopping Environment for Apparel Shopping

The Differences of Hedonic Shopping Value and Purchase Intention in the Multichannel Shopping Environment for Apparel Shopping

Charanya Nopnukulvised, Laden Husamaldin, Gordon Bowen
Copyright: © 2019 |Pages: 18
ISBN13: 9781522573449|ISBN10: 1522573445|ISBN13 Softcover: 9781522586166|EISBN13: 9781522573456
DOI: 10.4018/978-1-5225-7344-9.ch006
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MLA

Nopnukulvised, Charanya, et al. "The Differences of Hedonic Shopping Value and Purchase Intention in the Multichannel Shopping Environment for Apparel Shopping." Leveraging Computer-Mediated Marketing Environments, edited by Gordon Bowen and Wilson Ozuem, IGI Global, 2019, pp. 125-142. https://doi.org/10.4018/978-1-5225-7344-9.ch006

APA

Nopnukulvised, C., Husamaldin, L., & Bowen, G. (2019). The Differences of Hedonic Shopping Value and Purchase Intention in the Multichannel Shopping Environment for Apparel Shopping. In G. Bowen & W. Ozuem (Eds.), Leveraging Computer-Mediated Marketing Environments (pp. 125-142). IGI Global. https://doi.org/10.4018/978-1-5225-7344-9.ch006

Chicago

Nopnukulvised, Charanya, Laden Husamaldin, and Gordon Bowen. "The Differences of Hedonic Shopping Value and Purchase Intention in the Multichannel Shopping Environment for Apparel Shopping." In Leveraging Computer-Mediated Marketing Environments, edited by Gordon Bowen and Wilson Ozuem, 125-142. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7344-9.ch006

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Abstract

Multichannel shopping has changed the way that consumers shop by offering them more choice and convenience. The growing competitive apparel market forces retailers to assess their current marketing strategies and their implementation. It is fundamental that multichannel retailers constantly provide high levels of hedonic shopping value through multichannel shopping in order to stimulate purchase. The purpose of this chapter is to emphasize the importance of hedonic shopping value in the context of multichannel shopping (in store, website, catalogue, mobile, and social media). The benefits of this chapter are evaluation of the strengths and weaknesses of each channel from the perception of the five channels for apparel shopping based on 18 hedonic shoppers in central London by using semi-structured interviews. The result shows that store and website gain the highest in the level of hedonic shopping value for apparel shopping and those are the most likely channels in which hedonic shoppers intend to shop for apparel in the future, while shopping via catalogue shows the lowest score of both hedonic shopping value and purchase intention. This chapter suggests that exploring the hedonic shopping value that consumers derive across five channels can enhance the understanding of hedonic shopping value in the context of the multichannel shopping environment.

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