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ISSN : 1229-8778
The purpose of this study is to find out influences of hedonic shopping motivations and moderating effect of shopping involvement on impulse buying. It was found that all hedonic shopping motivations- trend seeking, social networking, value seeking, refreshment seeking- had signifiant effect on the impulse buying. The effect of trend seeking motivation was strongest and diversion seeking and value seeking motivations were found to be subsequently strong factor in explaining impulse buying. This study also found that the effect of each hedonic shopping motivations on impulse buying was significantly different between high shopping involvement group and low shopping involvement group. It is expected that the findings of the research contribute not only to develop theories on impulse buying but also to provide valuable implications to retail managers.
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