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ISSN : 1229-8778
Although late-night consumption are now developing an interest in extending late-night market, there have been few studies in this area. Especially late-night consumption is closely related to hedonic consumption, but most studies have tended to study it with utilitarian view. To suggest the model of late-night consumption with hedonic view, this study attempts to explain the hedonic motives and extension intent Also, we suggest ‘late-night scapes’ which show environmental attributes of late-night. based on servicescape in service marketing. The model which we present in this study includes late-night scapes(independent variable), hedonic motives(Intervening variable), extension intent(dependent variable). Late-night scapes consist of light aesthetics, sharing mood, culture uniqueness, danger factors. The hedonic motives of late-night consumption consist of adventure motive, gratification motive, social motive, idea motive. Through reviewing previous studies, we expect that these late-night scapes effect hedonic motives, in turn, hedonic motives effect extension intent. Survey research is employed to test hypotheses involving late-night scapes(light aesthetics, sharing mood, culture uniqueness, danger), hedonic motives(adventure motive, gratification motive, social motive, idea motive), extension intent. Previous researches, such as service marketing, night shopping, night market, leisure, travel, have been referenced to measure constructs. We collected data involving various late-night consumer, and used 283 respondents to analyze these data using LISREL structural modeling. All internal consistency measures are greater than .70, which is above the level set by Nunnally(1978) of .70, so the scales demonstrate internal reliability. In the measurement model, the fit indices for the model are as follows:(=141.26(df=48), p<0.01), GFI=0.93, NNFI=0.93, CFI=0.95, AGFI=0.88, RMR=0.052; =361.60(df=142), p<0.01), GFI=0.90, NNFI=0.89, CFI=0.91, AGFI=0.87, RMR= .054). Given the size of the sample, it is not surprising that the statistic is significant. Therefore, the fit indices indicate satisfactory model fit. The proposed model was a good fit with the data(= 51.89 (df=10, p<.01); GFI= 0.96), NFI= 0.92, CFI= .93, AGFI= .82, RMR= .048), the hypothesized relationships were statistically significant(p< .05). Light aesthetics had positive effects on adventure motive(.31), gratification motive(.24), and social motive(.30). Also sharing mood had positive effects on adventure motive(.29), gratification motive(.27), social motive(.34). On the other hand, sharing mood didn’t have a signigicant effect on idea motive, unlikely the prediction. Culture uniqueness had positive effects adventure motive(.25), gratification motive(.20), and idea motive(.45). And danger had negative effects on gratification motive, social motive, idea motive. Also, we tested the effects of the hedonic motives. As a result, all hedonic motives(adventure motive, gratification motive, social motive, idea motive) had positive effects on extension intent. In the final section, we discussed several limitations of our study and suggested directions for future research. We concluded with a discussion of managerial implications, including the potential to advance understanding late-night consumers and implying an enhanced ability to satisfy target consumers of late-night service
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