Investigating the model associated with purchase value and purchase motivation and its consequences with a futuristic approach in discount retailing in Tehran

Subject Areas : Futurology

Mohammad Jani ¹ , Karim Hamdi ² , Hosein Vazifehdust ³ , Vahid Reza Mirabi ⁴

1 - department of business management, management faculty,science and research, islamic azad university, Tehran, Iran
2 - departmen, of business management, management faculty, science and reseach, islamic Azad University, Tehran, Iran
3 - Department of business management, management faculty, science and research, Islamic Azad University, Tehran, Iran
4 - Department of Business, management Faculty,Tehran Markaz, Islamic Azad University, Tehran, Iran

Received: 2018-09-03 Accepted : 2018-11-04 Published : 2019-05-22

Keywords: Utilitarian shopping value, Hedonic shopping value, Discount Retailing, Attitudinal Loyalty, Satisfaction, Future study,

Abstract :

The purpose of this research is to investigate the effects of consumer shopping value on satisfaction, loyalty, word of mouth and share of purchase. To date, few researchers have conducted comprehensive examinations of the relationships between consumer shopping value, satisfaction and loyalty in retailing. Further, the majority of extant research has been limited to upscale retail sectors where the role of the salesperson is crucial and long-term relationships are common. In order to extend the findings of previous researches to additional retail sectors, the current study investigates the complex interrelationships between utilitarian and hedonic shopping values and important retail outcomes for discount retailers. Utilitarian and hedonic shopping value are found to influence key outcome variables including satisfaction, loyalty, word of mouth communication and share of purchases in the highly competitive discount retail sector. A total of 400 questionnaires were distributed to customers of Hyper Star discount retailing in Tehran. Structural equation modeling (S.E.M) with lisrel sofware was used for the data analysis. The result indicated utilitarian and hedonic shopping values have relationship with satisfaction and satisfaction has effect on loyalty and share of purchase.