![]() ![]() In contrast, planned buying leads to regular shopping intention and is motivated by the need to use products or services. Such needs often arise to meet social and aesthetic demands and are also called emotional motives ( Emekci, 2019). Hedonic shopping motivation is based on psychological needs. According to Utami (2018), the phenomenon of impulse shopping, both online and offline, positively impacts marketers, retailers and stakeholders in terms of generated profit and therefore needs to be further explored to gain a deeper understanding of the context ( Dhandra, 2020 Utami, 2018). Moreover, e-commerce consumers can easily compare prices and information about a product or service ( Barta et al., 2021a Zheng et al., 2019). The market is a network of interactions and relationships that exchange information, goods, services and payments ( Dhandra, 2020). The full terms of this licence maybe seen at Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Published in Spanish Journal of Marketing – ESIC. Copyright © 2022, Indrawati Indrawati, Gadang Ramantoko, Tri Widarmanti, Izzatdin Abdul Aziz and Farhat Ullah Khan. ![]()
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