Examining shopping enjoyment: personal factors, word of mouth and moderating effects of demographics

Abstract

Shopping enjoyment represents an important research concept within the consumer behaviour and marketing communication field. The purpose of this research is to explore direct influences of personal factors (attitudes toward the advertising, the need for individuality/ uniqueness, price sensitivity) on shopping enjoyment, its impact on the word of mouth communication (WOM) and the moderating effects of demographic variables (gender and education) on these relationships. The research was conducted on the representative sample of 1000 Croatian respondents. The variety of statistical techniques, including SEM, was employed for data analysis. The results show that personal factors positively influence shopping enjoyment, which is positively related to WOM communication. Furthermore, the results confirm the moderating effects of gender and education on the relationship between the shopping enjoyment and WOM. These research findings contribute to the scientific knowledge enrichment and offer some practical marketing implications. Namely, the marketing experts can better understand the consumer's factors impacting shopping enjoyment, which can enable them to adequately assess the necessary appeals and to create an effective and persuasive marketing communication. At the end, the paper addresses the research limitations and offers some future research directions.

The influence of website quality on consumer’s e-loyalty through the mediating role of e-trust and e-satisfaction: An evidence from online shopping in Vietnam

“…Hypothesis 10: the result showed that perceived enjoyment had a positive and significant relationship with eWOM (p-value = 0.000 and beta coefficient = 0.141) which means that consumers who had a good perception of enjoyment tended to show a higher level of eWOM. This was supported by the previous study of Mihić and Kursan Milaković (2017). Thus, hypothesis 10 was supported.…”

“…Thus, when buyers perceive a particular online shopping as playable or enjoyable, they are likely to recommend such a website to their family, colleagues, and friends. Mihić and Kursan Milaković (2017) justified that perceived enjoyment had a positive relationship with eWOM. Based on the aforementioned discussion, the author hypothesizes that:…”

The Influence of Enjoyment of Web Experience and Susceptibility to Interpersonal Influence on The Hedonic Consumer Lifestyle

“…The hedonic consumer lifestyle is influenced by the enjoyment of web experience and susceptibility to interpersonal influence. This result is in line with Mirela Mihić & Ivana Kursan Milaković [9], that the influence of enjoyment of web experience on the hedonic consumer lifestyle. The development of technology makes us use the internet to access everything, one of which is shopping.…”

Drivers and consequences of word of mouth communication from the senders’ and receivers’ perspectives: the evidence from the Croatian adult population

“…Shopping enjoyment refers to fun and joy consumers obtain from visiting stores. Excitement and shopping enjoyment were shown to positively influence both types of WOM (Mihi c & Kursan Milakovi c, 2017;Mowen et al, 2007), and emotional pleasure and arousal are strongly linked to willingness to share knowledge and engage in WOM spread (Alsulaiman et al, 2015;Loureiro & Ribeiro, 2014). People like to talk about their emotions, which triggers WOM spread.…”