Retail Attribute’s Effect on Shopping Motivation and Customer Loyalty: Age as a Moderating Variable
The study was based on the Stimulus Organism Response (SOR) theory stated by Mehrabian-Russel which aimed to analyze the effect of retail attribute on utilitarian, hedonic shopping motivation and customer loyalty. This study also aimed to test the age as the moderation variable effect of the retail attribute on the utilitarian, hedonic shopping motivation and customer loyalty. The respondents of study were 150 people. Sampling was done by convenience sampling. Collecting data used personal questionnaire through face to face interviews. Questionnaires were distributed to customers who visited the shopping mall. Data were analyzed by Partial Least Square (PLS). The results showed that the retail attributes had positive and significant effects on the utilitarian, hedonic shopping motivation, and customer loyalty. The age was the moderating variable effect of the retail attribute on utilitarian shopping motivation. The practical implications of this research was to develop segmentation, customization and innovation of retail attributes as an important strategy to overcome the differences in store attribute effects on the values of shopping and customer loyalty.
Retail Attribute’s Effect on Shopping Motivation and Customer Loyalty: Age as a Moderating Variable, Science Journal of Business and Management.
Vol. 5, No. 1,
2017, pp. 27-36.
Hawkins, I. Del, and Mothersbaugh, L. David, 2010, “Consumer Behavior: Building Marketing Strategy”, 11th. ed, The McGraw-Hill Companies, Inc., New York.
Mehrabian, A. and Russell, J. A., 1974, “An approach to Environmental Psychology”, In Fisher, Feffrey D., Paul A. Bell, and Andrew Baum 1984 Environmental Psychology, 2nd ed. New York: Holt, Rinchart and Winston.
Peter J. Paul & Jerry C. Olson, 2008, Consumer Behavior & Marketing Strategy, Eight Edition, McGraw-Hill.
Ryu, K., Han, H. & Jang, S., 2010, ‘‘Relationships among hedonic & utilitarian values, satisfaction & behavioral intentions in the fast-casual restaurant industry’’, International Journal of Contemporary Hospitality Management, Vol. 22 No. 3, pp. 416-32.
Kotler, Philip and Kevin Lane Keller, 2009, Marketing Management, Thirteenth Edition, Pearson Education International, U S A.
Roslow, Sydney, Tiger Li, & J. A. F. Nicholls, 2000, “Impact of Situational Variables & Demographic Attributes in Two Seasons on Purchase Behavior”, European Journal of Marketing, Vol. 34, No 9/10, pp. 1167-1180.
Zhang, Yan., Chaipoopirutana, Sirion., Comb, Howard, 2011, “The Influence of The Mall Environment on Shopper’s Values & Consumer Behavior In China, ASBBS Annual Conference Las Vegas”, Vol. 18 Number 1, pp. 214-223.
Babin, Barry J & Jill S Attaway, 2000, “Atmospheric Effect as a Tool for Creating Value & Gaining Share of Customer”, Journal of Business Research, Vol. 49, pp.91-99.
Arnold, Mark J., Kristy E. Reynolds, 2003, “Hedonic shopping motivations” Journal of Retailing, Vol. 79, pp. 77–95.
Wakefield, K. L. & Baker, J., 1998, “Excitement at the Mall: Determinants & Effects on Shopping Response”, Journal of Retailing, Vol. 74 No. 4, pp. 515-540.
Kotler, Philip & Armstong, Gary, 2012, Principles of marketing, 14th edition, Pearson Education, Inc., New Jersey.
Wang, C-L., Chen, Z-X., Chan, A. K. K. and Zheng, Z-C., 2000, “The influence of hedonic values on consumer behaviours: an empirical investigation in China”, Journal of Global Marketing, Vol. 14 No 1-2, pp. 169-86.
Jin, B. & Kim, J. O., 2001, "Korean consumers' patronage of discount stores: domestic vs multinational discount store shoppers' profiles", Journal of Consumer Marketing, Vol. 18 Iss: 3 pp. 236–255.
Nguyen, Trang T. M; Tho D. Nguyen, Nigel J. Barrett, 2007, "Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets: Evidence from Vietnam", Asia Pacific Journal of Marketing and Logistics, Vol. 19 Issue 3 pp. 227–239.
Turley, L. W. & Ronald E. Millman, 2000, “Atmospheric Effect on Shopping Behavior: A Review of the Empirical Evidence”, Journal of Business Research, Volume 49, pp. 193-21.
Koo, D.-M. 2003, ‘‘Inter-relationships among store images, store satisfaction, & store loyalty among Korea discount retail patrons’’, Asia Pacific Journal of Marketing & Logistics, Vol. 15 No. 4, pp. 42-71.
Sopiah & Syihabudin, 2008, Retail Business Management, 1st Ed. Yogyakarta: CV. & Offset.
Graa, Amel & el Kebir, Maachou &i, 2011, “Application of Stimulus & Response Model to Impulse Buying Behavior of Algerian Consumers, Serbian Journal of Management 7 (1) 53-64.
Mowen, John C and Michael Minor, 2001, Consumer Behavior, Fifth Edition, Harcourt, Inc.
Schifman, L. G. & Kanuk, L. L., 2007, Consumer Behavior, Ninth Edition, Prentice Hall, New Jersey.
Engel, J. F., R. D, Blackwell & P. W. Miniard, 2004, Consumer Behavior, (terjemahan), Perilaku Konsumen. Edisi Ketujuh., Binarupa Aksara, Jakarta.
Baker, J Grewal, D. & Parasuraman, 1994, “The influence of store Environment on quality inferences & Store image”. Journal of the Academy of Marketing science, vol. 22(4), pp. 328-339.
Singh Renu, 2006, “An empirical investigation into the effects of shopping motivation on store environment value relationship”, Desertation, The Florida state University: USA.
Stoel, I., Wicklife, V. & Lee, K. H, 2004. “Attributes beliefs & spending as antecedents to shopping value”, Journal of Business Research, Vol 57 No 10, pp. 1067-73.
Hartono Subagio, 2011, “The Effect of Supermarket Attribute on Hedonic Shopping Motivation, Utilitarian Shopping Motivation and Consumer Loyalty”, Universitas Kristen Petra, Surabaya, Jurnal Manajemen Pemasaran, VOL. 6, NO. 1, April 2011: 8-21.
Bloch, P., Ridgway, N. & Dawson, S., 1994, ‘‘The shopping mall as consumer habitat’’, Journal of Retailing, Vol. 70 No. 1, pp. 23-42.
Dawson, S., Bloch, P. H. & Ridgway, N. M. 1990, ‘‘Shopping Motives, Emotional States, & Retail Outcomes’’, Journal of Retailing, Vol. 66 No. 4, pp. 408-28.
Hirschman, EC & Holbrook, M. B. 1982. “A hedonic consumption: e merging concept, methods & propositions”. Journal of Marketing. Vol 60 No 3. pp. 50–68
Diep, V. & Sweeney, J. C., 2008, “Shopping trip value: do stores & products matter?”, Journal of Retailing & Consumer Services, Vol. 15 No. 5, pp. 399-409.
Eroglu, S. A., Machleit, K. & Barr, T. F., 2005, ‘‘Perceived Retail crowding & shopping satisfaction: the role of shopping values’’, Journal of Business Research, Vol. 58 No. 8, pp. 1146-53.
Lee, Min-Young, Youn-Kyung Kim, Hyun-Joo Lee, 2012, "Adventure versus Gratification: Emotional Shopping in Online Auctions", European Journal of Marketing, Vol. 47.
Oliver, L. R. 1999, ‘‘When consumer loyalty?’’, Journal of Marketing, Vol. 63, Special Issue, pp. 33-44.
Baker, J., Parasuraman, A., Grewal, D. & Voss, G. 2002, ‘‘The influence of multiple store environment cues on perceived merch&ise value & patronage intentions’’, Journal of Marketing, Vol. 66 No. 2, pp. 120-41.
Dick, A. S. & Basu, K., 1994, “Customer Loyalty: Toward an Integrated Conceptual Framework”, Journal of the Academy of Marketing Science, Vol. 22.
Nejati, Mehran; Parnia Parakhodi Moghaddam, 2012, “Gender differences in hedonic values, utilitarian values & behavioural intentions of young consumers: insights from Iran”, Young Consumers: Insight & Ideas for Responsible Marketers, Vol. 13 Iss: 4 pp. 337–344.
Abednego, Felicia, 2011, “Analysis on the Retail Atmosphere Effect towards Emotional Creations. (Arousal & Pleasure), Shopping Behaviors (Hedonic Shopping Motivation & Utilitarian Shopping Motivation on Behavior Approach,” Economic Faculty, Universitas Kristen Maranatha, ISSN: 1412-385, Vol 10, No 2, Hal 1235-139.
Raju, P. S. 1980, ‘‘Optimum stimulation level: its relationship to personality, demographics, & exploratory behavior”, Journal of Consumer Research, Vol. 7, December, pp. 272-82.
Wood, M., 1998, ‘‘Socio-economic status, delay of gratification, and impulse buying’’, Journal of Economic Psychology, Vol. 19, pp. 295-320.
Rachmawati, Veronika. 2009. “The Relationship between Hedonic Shopping Value, Positive Emotion, & Impulse Buying Behaviour at Retail Consumers”. Jurnal Majalah Ekonomi, August 2009, pp. 192-208.
Hurlock, Elizabeth B, 1980, “Development Psychology A Life-Span Approach, Fifth Edition, McGraw-Hill, Inc, Texas.
Santrock, John W, 1995, “Life-Span Development”, Fifth Edition, Wm. C. Brown Communication, Inc. Texas
Haryanto, Budhi, & Kawuri, R. Winanti, 2010, “Analysis of Store Loyalty Using Second Order Factor Approach from Structural Equation Model”, (on-line), (http://bbs.binus.edu/journal/Journal, diakses 22 Januari 2012).
Westbrook, R. A. & Black, W. C., 1985, ‘‘A motivation-based shopper typology’’, Journal of Retailing, Vol. 61, pp. 78-103.
Kuncoro, Mudrajad, 2009, Research Method for Business and Economy, 3rd Ed. Jakarta: Erlangga.
Sekaran, Uma, 2006, Research Methods for Business, 4th Ed. New York: John Wiley & Sons Inc.