Tourism Research Topics

Topics: Marketing, Factor analysis, Cognition Pages: 9 (2862 words) Published: June 8, 2009
The Influence Of Shopping Motivation, Optimum Stimulation Level And Cognitive Response On Store Patronage Satisfaction: A Case Of Indonesia Tjong Budisantoso, Notre Dame University Katherine Mizerski, Edith Cowan University Abstract This study focuses on the relationship between shopping motivation, optimum stimulation level and cognitive response and store patronage satisfaction. Shopping motivation focuses on the hedonic motivations for shopping while cognitive response is measured in terms of the perception of merchandise quality and the perception of service quality. The results indicate that a moderate relationship exists between shopping motivation and the perception of merchandise quality and service quality. In turn, these cognitive responses to shopping have a strong influence on store patronage satisfaction. Keywords: shopping motivation, optimum stimulation level, cognitive response, store patronage satisfaction Background Previous research has examined the relationship between store atmosphere and shopping behavior, however little attention has been given to investigating the influence of shopping motivation on in store-experience (Arnold and Reynolds, 2003). Motivation, however, is an important factor in explaining behavior (Lawson et al., 1996; Schiffman et al., 1997; Solomon, , 2002 and Neal et al., 2004) and influencing how people perceive the environment as well as how they process information (Lawson et al., 1996). Studies focusing on these areas have tended to examine the factors in isolation. In addition, the research that has been conducted has taken plaice in “western” settings. As newer markets continue to open, it is important for retailers to know if what has traditionally worked, is applicable in these newly developing markets. The current study attempts to address these issues. First, the study looks at a number of measures and proposes that shopping motivation (based on Arnold and Reynolds 2003 typology) and shopper’s optimum stimulation level (Lawson et al., 1996) will have an effect on the consumer’s cognitive response in the form of perceived merchandise and service quality (Baker et al. 1994, 2002). This cognitive response will in turn influence store patronage satisfaction. In addition, the current study will also extend previous research by examining these variables in an Indonesian setting, a setting previously unexplored in the retailing literature. Shopping Motivation This study uses the hedonic shopping motivation typology developed by Arnold and Reynolds (2003). These motivations are as follows: 1. Adventure shopping – shopping is viewed as an adventure 2. Social shopping – shoppers see the main purpose of shopping as an opportunity to socialise 3. Gratification shopping – shopping is used as a reward

ANZMAC 2005 Conference: Retailing, Distribution Channels and Supply Chain Management


4. Idea shopping – this shopping is undertaken to provide the shopper with up-to-date information on products and trends 5. Role shopping - shopping motive relates to the shopper’s role in society 6. Value shopping – the purpose of this activity is to find a bargain 7. Anticipated utility - the aim of the shopping is to obtain the product. Shoppers expect to gain the utility offered by the product purchased. Optimum Stimulation Level The optimum stimulation level (OSL) illustrates how peoples’ affective state responds to the stimulation induced by the environment. According to this theory, the response follows an inverted U-shaped function. People who have a high OSL tend to be involved in activities that result in high levels of stimulation while a low OSL person would avoid a high stimulation activity. For them to achieve their optimum level, the low stimulation activity would be preferred. In the current study, it is proposed that OSL is associated with store atmosphere perception and a shopper’s cognitive response. A person who experiences a high amount of arousal to fulfill would explore...

References: Arnolds, M. J. and Reynolds, K. E., Hedonic shopping motivation. Journal of Retailing. 79 (2): 77-95 Baker, J, 1986. The role of the environment in marketing services: the customer perspective in the services challenge: integrating for competitive advantage. John A Czepiel, Carole A. Congram and James Shanahan eds. American Marketing Association, Chicago, IL: 79-84 Baker, J., Grewal, D. and Parasuraman, A., 1994. The influence of store environment on quality interferences and store image. Journal of the Academy Marketing Research. Vol 22: 328-340 Baker, J., Parasuraman, A., Grewal, D. and Voss, G.B., 2002. The influence of multiple store environment cues on perceived merchandise value and patronage intentions. Journal of Marketing (April): 120-141 Bitner, M. J., 1992. Servicescape: the impact of physical surroundings on customer and employee responses. Journal of Marketing. 54 (April): 69-82 Bitner, M. J. and Hubbert, A. R., 1994. Encounter satisfaction versus overall satisfaction versus quality. In service quality : new directions in theory and practice. Rolland T. Rust and Richard O. Oliver. London: Sage Broadbent, G., Bunt R. and Jencks, C., 1980. Signs, symbols and architecture. New York, USA: John Wiley & Sons Inc. Golledge, R. G, 1987. Environmental cognition in Handbook of Environmental Psychology. Vol. 1, Daniel Stokols and Irwin Altman, eds. New York: John Wiley & Sons, Inc. Gotlieb, J. B., Grewal, D. and Brown, S. W., 1994. Consumer satisfaction and perceived quality: complementary or divergent constructs?. Journal of Applied Pscyhology. 79 (6): 875885 Ittelson, W. H., 1973. Environment and cognition. New York, USA: Seminar Press Kaplan, S. and Kaplan, R., 1982. Cognition and Environment. New York, USA: Praeger Publishers Lawson, R., Tidwell, P., Rainbird, P., Loudon, D. and Della Bitta, A., 1996. Consumer Behaviour in Australia and New Zealand. Sydney, New South Wales: McGraw Hill Magi, A. W., 2003. Share of wallet in retailing: the effects of customer satisfaction, loyalty cards and shopper characteristics. Journal of Retailing. 79 (2): 97-106 Marzusky, D. and Jacoby, J., 1986. Exploring the development of store images. Journal of Retailing. Vol. 62 (2): 145-165
ANZMAC 2005 Conference: Retailing, Distribution Channels and Supply Chain Management
Neal, C., Quester, P. and Hawkins, D., 2004. Consumer Behaviour: implication for marketing strategy. North Ryde, New South Wales: Mc Graw-Hill Rogers, R. D., 1979. Variations in retail shopping behavior as a function of perceived information rate and optimum stimulation level. PhD Thesis. The University of Nebraska Lincoln. Rapoport, A., 1982. The meaning of built environment. Beverly Hills, CA: Sage Publications Solomon, M. R., 2002. Consumer behavior: buying, having and being. Upper Saddle River, New Jersey: Prentice Hall Schiffman, B. and Kanuk, W., 1997. Consumer Behaviour. Singapore: Prentice Hall Sirgy, M. J., Grewal, D. and Mangleburg, T., 2000. Retail environment, self congruity and retail patronage: an integrative model and a research agenda. Journal of Business Research. 49: 127-138 Steenkamp, J. E. M. and Baumgartner, H., 1995. Development and cross cultural validation of a short form of CSI as a measure of optimum stimulation level. International Journal of Research in Marketing. 13 (4): 319-329 Swan, J. E. and Trawick, I. F., 1981. Disconfirmation of expectation and satisfaction.with a retail service. Journal of Retailing. 57 (3): 49-67 Ward, J. C., Bitner, M. J. and Barnes, J., 1992. Measuring the prototypicality and meaning of retail environments. Journal of Retailing. 68 (2): 194-219 Westbrook, R. A. 1980. Intrapersonal affective influence on consumer satisfaction with products. Journal of Marketing Research. 7 (Juni): 49-54
ANZMAC 2005 Conference: Retailing, Distribution Channels and Supply Chain Management
Continue Reading

Please join StudyMode to read the full document

You May Also Find These Documents Helpful

  • research topic Essay
  • tourism topics for research paper
  • Tourism Issue Research Exercise and Essay
  • Tourism Essay
  • tourism Essay
  • tourism Essay
  • Research Topics Essay
  • Topic Research Essay

Become a StudyMode Member

Sign Up - It's Free