Izvorni znanstveni članak
https://doi.org/10.1080/1331677X.2017.1355255
Examining shopping enjoyment: personal factors, word of mouth and moderating effects of demographics
Mirela Mihić
Ivana Kursan Milaković
orcid.org/0000-0003-3843-8908
Sažetak
Shopping enjoyment represents an important research concept
within the consumer behaviour and marketing communication field.
The purpose of this research is to explore direct influences of personal
factors (attitudes toward the advertising, the need for individuality/
uniqueness, price sensitivity) on shopping enjoyment, its impact
on the word of mouth communication (WOM) and the moderating
effects of demographic variables (gender and education) on these
relationships. The research was conducted on the representative
sample of 1000 Croatian respondents. The variety of statistical
techniques, including SEM, was employed for data analysis. The
results show that personal factors positively influence shopping
enjoyment, which is positively related to WOM communication.
Furthermore, the results confirm the moderating effects of gender and
education on the relationship between the shopping enjoyment and
WOM. These research findings contribute to the scientific knowledge
enrichment and offer some practical marketing implications. Namely,
the marketing experts can better understand the consumer’s factors
impacting shopping enjoyment, which can enable them to adequately
assess the necessary appeals and to create an effective and persuasive
marketing communication. At the end, the paper addresses the
research limitations and offers some future research directions
Ključne riječi
Shopping enjoyment; personal factors; demographic variables; consumer behaviour; word of mouth; structural equation modelling
Hrčak ID:
193184
URI
Datum izdavanja:
1.12.2017.
Posjeta: 2.543 *