The Empirical Study On The Relationship Among Hedonic Shopping Value/Utilitarian Shopping Value And Store Brand Loyalty

During the past studies in consumer behavior filed, researchers have been focusing on the product value to consumers however few studies have been made regarding the value of shopping process or shopping experience. On the contrary, in our real life, we have seen that shopping experience has played an increasing role in consumers' decision making criteria. Meanwhile, consumers' shopping value has also changed from the original product oriented to experience oriented. On the other hand, the fierce competition has taught the department stores a lesson regarding the importance of loyal customers. The only way for department store to retain loyal customers is to effectively transfer the customers' loyalty from product brand to store brand. Considering the above two factors, this dissertation is examining the relationship among hedonic shopping value, utilitarian shopping value and store brand loyalty.Firstly, the author developed a primary scale to measure hedonic/utilitarian shopping value as well as store brand loyalty based on literature review and the result of customer focus group. Through reliability test and exploratory factor analysis, the author gets the final scale. Using the refined scale and the final data collected and processed, the author uses structural equation modeling tool to test the model as well as the hypothesis proposed. Finally, the author gives some strategic advices on how to improved store brand loyalty based on the empirical result.The research result shows that hedonic shopping vale and utilitarian shopping value are bipolar, they are negatively related; hedonic shopping value could promote store brand loyalty; utilitarian shopping value could restrain store brand loyalty. Therefore, this paper proposed that enhanced shopping experience is the key to improve store brand loyalty. Based on the characteristic of hedonic shoppers and utilitarian shoppers, the paper also gives different marketing strategies to improve their loyalty to store brands.