TY - JOUR
T1 - Hedonic shopping motivations in collectivistic and individualistic consumer cultures
AU - Evanschitzky, Heiner
AU - Emrich, Oliver
AU - Sangtani, Vinita
AU - Ackfeldt, Anna-Lena
AU - Reynolds, Kristy E.
AU - Arnold, Marc J.
PY - 2014/4/13
Y1 - 2014/4/13
N2 - We reinvestigate what constitutes hedonic customer experiences in collectivistic versus individualistic cultures using four country samples (N=2,336) in Germany and the U.S. as well as Oman and India. Across country samples, intrinsically enjoyable customer experiences are associated with the same underlying hedonic shopping motivations as shown in the original U.S. context. In comparison with individualistic cultures, we find that a hedonic shopping experience in collectivistic cultures is less strongly associated with selforiented gratification shopping, yet more strongly associated with others-oriented role shopping.
AB - We reinvestigate what constitutes hedonic customer experiences in collectivistic versus individualistic cultures using four country samples (N=2,336) in Germany and the U.S. as well as Oman and India. Across country samples, intrinsically enjoyable customer experiences are associated with the same underlying hedonic shopping motivations as shown in the original U.S. context. In comparison with individualistic cultures, we find that a hedonic shopping experience in collectivistic cultures is less strongly associated with selforiented gratification shopping, yet more strongly associated with others-oriented role shopping.
UR - https://research.aston.ac.uk/en/publications/19363c6a-2dae-4158-b7c3-431573abbfa6
U2 - 10.1016/j.ijresmar.2014.03.001
DO - 10.1016/j.ijresmar.2014.03.001
M3 - Article
SN - 0167-8116
JO - International Journal of Research in Marketing
JF - International Journal of Research in Marketing
ER -