Hedonic shopping motivations in collectivistic and individualistic consumer cultures
Journal
International Journal of Research in Marketing
ISSN
0167-8116
ISSN-Digital
1873-8001
Type
journal article
Date Issued
2014-09
Author(s)
Evanschitzky, Heiner
;
;
Sangtani, Vinita
;
Ackfeldt, Anna-Lena
;
Reynolds, Kristy E.
;
Arnold, Mark J.
Abstract
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.
Language
English
HSG Classification
contribution to scientific community
Refereed
Yes
Publisher
Elsevier
Publisher place
Amsterdam
Volume
31
Number
3
Start page
335
End page
338
Pages
4
Subject(s)
Division(s)
Eprints ID
234540