International Journal of Social Science and Human Behavior Study
Author(s) : BOONYING KONGARCHAPATARA
Food and grocery is one of the most important sectors in retail industry as being observed in the top list of global retailers. While many believe that food and grocery shopping is task-oriented and routine, it may be beneficial for retailers to understand the underlying hedonic shopping motivation in this shopping context. This research explored the hedonic motivation in food and grocery stores by adopting previously empiricaltested scale (Arnold and Reynolds, 2003). The study found that only two dimensions of the scale significantly impacted on store satisfaction: adventure and role shopping motivations.