Preliminary Study On The Undergraduates' Hedonic Shopping Motivation: Questionnaire And Actuality

As people enjoyed a more various material life,shopping experience became more important in their decision making process,and hedonic shopping motivation was used to research consumers' drive from this point. Basis on the review of the literature,we put forth an operational definition:the drive of consumers to get a positive experience from the shopping process.The hedonic shopping motivation was a rnulti-dimensional psychological system.According to our operational definition,the results of open-ended investigation,the theoretical hypothesis,we constructed the undergraduates'hedonic shopping motivation questionnaire,which was used to investigate 644 college students from 6 universities.The datum was broken into 2 documents randomly.One was used for EFA,and the other was used for CFA.The statistical analysis results indicated that the questionnaire was reliable and valid.On the condition of our investigation,we got the following conclusions:1.The undergraduates'hedonic shopping motivation was a multi-dimensional psychological system,it was thought to consist six dimensions:bargain hunting,role playing,emotion changing,social,enjoying service,learning about the trends.2.The undergraduates'hedonic shopping motivation questionnaire had significant reliability and validity,and could be used as a tool of survey.3.The results of this questionnaire of the investigation for 644 undergraduates indicated that the effect of demo logical variables,such as gender,specialty,growing environment, economic condition,was statically significant in some dimensions.In the whole, the undergraduates' hedonic shopping motivation showed the characteristics of multiplicity.