Title: Repurchase behaviour and positive word of mouth. Role of hedonic shopping motives

Authors: Sunil Atulkar; Ashish Kumar Singh

Addresses: Department of MBA, Lakshmi Narain College of Technology (LNCT), Raisen Road Bhopal-462021, M.P., India ' Department of Management Studies, Raj Kumar Goel Institute of Technology, Ghaziabad, India

Abstract: In view of changing consumer behaviour towards organised retail, the present study focused on department stores of Delhi and neighbouring cities, as the shoppers in these cities are highly motivated by hedonic shopping dimensions. The study tries to identify the influence of five different variables of hedonic motives on repurchase behaviour and positive word of mouth. Focusing on 536 customer responses collected with the help of a structured questionnaire, the proposed research framework were analysed and validated through confirmatory factor analysis and structural equation modelling (SEM) analysis. The result supports the previous research findings and displayed a significant positive relationship of adventure, gratification and role shopping with repurchase behaviour and positive word of mouth, while the social and idea shopping shows a diverse results. Therefore, the research paper would help organised retailers to focus on these hedonic motives effectively and efficiently for gaining added advantage in this competitive current retail scenario.

Keywords: department store; repurchase behaviour; positive word of mouth; hedonic shopping motives.

DOI: 10.1504/IJBEX.2021.114726

International Journal of Business Excellence, 2021 Vol.23 No.4, pp.498 - 516

Received: 15 May 2019
Accepted: 08 Jun 2019

Published online: 04 May 2021 *

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