What Do Recreational Shoppers Want to Achieve from Shopping? The Importance of Excitement in Leisure Shopping
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With the development of internet, it is possible that consumers can purchase whatever they want anywhere and anytime. However, despite of the increase of the online marketplace, offline shopping malls are constantly evolving. As quality of life increase, people are spending more money and time on recreational activities. This study aims to discover whether the positive emotion pursued in leisure can be applied to the shopping environment for consumers who regard shopping as a leisure activity. The first objective is to determine whether shopping excitement shows any mediating effect on the relationship between recreational shopping motivation and shopping outcome. The second objective is to examine how shopping excitement among shoppers plays a role in shopping motivations and shopping outcomes. After conducting a survey of 363 shoppers in front of shopping malls, this research hypothesis was supported through structural equation analysis using Amos. To be more specific, consumers with recreational shopping motives want to have shopping excitement, positively affecting the firm outcome. Finally, additional analysis of bootstrapping has shown that shopping excitement is a key mediator between recreational shopping motivation and shopping outcome. In addition, it has been confirmed that shopping excitement is influenced by goal-seeking behaviors such as the recreational shopping motive. As a result, theoretical and practical implications for the invigoration of offline shopping have been derived.
Abstract
With the development of internet, it is possible that consumers can purchase whatever they want anywhere and anytime. However, despite of the increase of the online marketplace, offline shopping malls are constantly evolving. As quality of life increase, people are spending more money and time on recreational activities. This study aims to discover whether the positive emotion pursued in leisure can be applied to the shopping environment for consumers who regard shopping as a leisure activity. The first objective is to determine whether shopping excitement shows any mediating effect on the relationship between recreational shopping motivation and shopping outcome. The second objective is to examine how shopping excitement among shoppers plays a role in shopping motivations and shopping outcomes. After conducting a survey of 363 shoppers in front of shopping malls, this research hypothesis was supported through structural equation analysis using Amos. To be more specific, consumers with recreational shopping motives want to have shopping excitement, positively affecting the firm outcome. Finally, additional analysis of bootstrapping has shown that shopping excitement is a key mediator between recreational shopping motivation and shopping outcome. In addition, it has been confirmed that shopping excitement is influenced by goal-seeking behaviors such as the recreational shopping motive. As a result, theoretical and practical implications for the invigoration of offline shopping have been derived.
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