The Effect of Shopping Motives and Shopping Value Factors on Intention of Revisiting Local Food Store
2018
Lee, S., Sangmyung University, Seoul, Republic of Korea | Yang, S.J., Sangmyung University, Seoul, Republic of Korea
The purpose of this study is to investigate the effects of shopping motives and shopping value factors on intention of revisiting local food store. By reviewing of existing literature, shopping motives of local food store customers can be classified into four factors：economical seeking, family-oriented, social, and personal. Also, we find that the hedonic and utilitarian shopping value satisfaction have roles as mediators. The results of the study show that social and personal shopping motives influence hedonic shopping value satisfaction, while family-oriented and economical seeking motives have positive effect on both hedonic and utilitarian shopping value satisfactions. It is confirmed that hedonic and utilitarian shopping value satisfactions have a significant effect on revisit intention. The implications of this study are follows. This research identifies dimensions of shopping motives of local food shopping based on the ERG theory and find the hedonic value satisfaction and utilitarian value satisfaction that mediate shopping motives and revisit intention. It is necessary to emphasize the economic seeking and family-oriented motive in considering hedonic and utilitarian shopping value satisfactions. The social and personal motives influence on the revisit intention through hedonic shopping value satisfaction. So, marketers of local food store should consider satisfying hedonic value of consumer when marketer make a strategy by using social and personal motives of consumer. This study shows how each motive influences revisit intention a mediators of consumer motives and suggests how to establish a more effective marketing strategy and enforce marketing activities by using consumer motives to local food store.
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