Conference Proceedings

Ninth International Conference on Advances in Social Science, Management and Human Behaviour - SMHB 2019

Exploratory Study of Hedonic Motivation in Food and Grocery Shopping in Thailand

Author(s) : Boonying Kongarchapatara

Abstract

Food and grocery is one of the most important sectors in retail industry as being observed in the top list of global retailers. While many believe that food and grocery shopping is task-oriented and routine, it may be beneficial for retailers to understand the underlying hedonic shopping motivation in this shopping context. This research explored the hedonic motivation in food and grocery stores by adopting previously empiricaltested scale (Arnold and Reynolds, 2003). The study found that only two dimensions of the scale significantly impacted on store satisfaction: adventure and role shopping motivations.

Conference Title : Ninth International Conference on Advances in Social Science, Management and Human Behaviour - SMHB 2019
Conference Date(s) : 14-15 September, 2019
Place : Hotel Lebua at State Tower,Bangkok, Thailand
No fo Author(s) : 1
DOI : 10.15224/978-1-63248-179-5-07
Page(s) : 44-48
Electronic ISBN : 978-1-63248-179-5
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