Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets: Evidence from Vietnam

Nguyen, TT; Nguyen, DT; Barrett, NJ

Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets: Evidence from Vietnam

Nguyen, TT Nguyen, DT Barrett, NJ

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Publisher:: Emerald Publishing Group
Publication Type:: Journal Article
Citation:: Asia Pacific Journal of Marketing and Logistics, 2007, 19 (3), pp. 227 - 239
Issue Date:: 2007-01

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Field	Value	Language
dc.contributor.author	Nguyen, TT	en_US
dc.contributor.author	Nguyen, DT	en_US
dc.contributor.author	Barrett, NJ	en_US
dc.date.issued	2007-01	en_US
dc.identifier.citation	Asia Pacific Journal of Marketing and Logistics, 2007, 19 (3), pp. 227 - 239	en_US
dc.identifier.issn	1355-5855	en_US
dc.identifier.uri	http://hdl.handle.net/10453/5315
dc.description.abstract	Purpose - This study aims to explore the impact of hedonic shopping motivations (HSM) and supermarket attributes (SMA) on shopper loyalty (SLO). Design/methodology/approach A sample of 608 supermarket shoppers in Ho Chi Minh City, Vietnam was surveyed to test the model. Structural equation modeling was used to analyze the data. Findings It was found that SMA and HSM had positive effects on SLO. It was also found that the impact of hedonic motivations on SLO was different between the younger and older, as well as lower and higher income groups of customers. However, no such difference was found between female and male shoppers. Research limitations/implications A major limitation of this study was the use of a sample drawn from one transitional market. Cross-national samples will be a direction for further research. Also, the study focuses on attitudinal loyalty. Behavioral loyalty should be taken into account in future research. Practical implications The findings suggest that the supermarket managers showed concentrate their positioning strategies not only on the utilitarian dimension but also on the hedonic motivations to stimulate SLO, especially for older and higher income segments of customers. Originality/value The major contribution of the study is to empirically examine the role of hedonic motivations in SLO in Vietnam, a transitional market.	en_US
dc.publisher	Emerald Publishing Group	en_US
dc.relation.ispartof	Asia Pacific Journal of Marketing and Logistics	en_US
dc.relation.isbasedon	10.1108/13555850710772914	en_US
dc.rights	This article is (c) Emerald Group Publishing and permission has been granted for this version to appear here - https://dx.doi.org/10.1108/13555850710772914. Emerald does not grant permission for this article to be further copied/distributed or hosted elsewhere without the express permission from Emerald Group Publishing Limited.	en_US
dc.title	Hedonic shopping motivations, supermarket attributes, and shopper loyalty in transitional markets: Evidence from Vietnam	en_US
dc.type	Journal Article
utslib.citation.volume	3	en_US
utslib.citation.volume	19	en_US
utslib.for	1505 Marketing	en_US
utslib.for	1506 Tourism	en_US
utslib.for	1507 Transportation and Freight Services	en_US
pubs.embargo.period	Not known	en_US
pubs.organisational-group	/University of Technology Sydney
pubs.organisational-group	/University of Technology Sydney/Faculty of Business
pubs.organisational-group	/University of Technology Sydney/Faculty of Business/Marketing Discipline
utslib.copyright.status	open_access
pubs.consider-herdc	true	en_US
pubs.issue	3	en_US
pubs.volume	19	en_US

Abstract:

Purpose - This study aims to explore the impact of hedonic shopping motivations (HSM) and supermarket attributes (SMA) on shopper loyalty (SLO). Design/methodology/approach A sample of 608 supermarket shoppers in Ho Chi Minh City, Vietnam was surveyed to test the model. Structural equation modeling was used to analyze the data. Findings It was found that SMA and HSM had positive effects on SLO. It was also found that the impact of hedonic motivations on SLO was different between the younger and older, as well as lower and higher income groups of customers. However, no such difference was found between female and male shoppers. Research limitations/implications A major limitation of this study was the use of a sample drawn from one transitional market. Cross-national samples will be a direction for further research. Also, the study focuses on attitudinal loyalty. Behavioral loyalty should be taken into account in future research. Practical implications The findings suggest that the supermarket managers showed concentrate their positioning strategies not only on the utilitarian dimension but also on the hedonic motivations to stimulate SLO, especially for older and higher income segments of customers. Originality/value The major contribution of the study is to empirically examine the role of hedonic motivations in SLO in Vietnam, a transitional market.

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http://hdl.handle.net/10453/5315