Hypothesis path results, conclusions and implications
| Hypothesis (result) | Theoretical and managerial implications |
|---|---|
| H1a. Utilitarian motive → Online shopping behavior (supported) | Utilitarian motive, hedonic motive and self-esteem motive predicts the online shopping behavior of consumers |
| H1b. Hedonic motive → Online shopping behavior | |
| H1c. Self-esteem motive → Online Shopping Behavior (supported) | |
| H2a. Hedonic motive → Impulsive shopping tendency (supported) | To increase impulsive shopping tendency, online fashion shops need to be visually appealing, stimulate the senses, present the newest products first etc |
| H2b Self-esteem motive → Impulsive shopping tendency (supported) | Consumers shop online if they feel insecure. In other words, to make themselves feel better, they tend to make an online purchase |
| H3 Utilitarian motive → Shopping intention (supported) | To increase shopping intention, marketers must pay attention to indicators that can increase utilitarian motives |
| H4 Shopping intention → Online shopping behavior (supported) | Marketers should pay more attention to shopping intention than to impulse shopping tendency |
| H5 Impulsive shopping tendency → Shopping intention (supported) | When marketers want to increase shopping behavior, they should pay attention to impulsive shopping tendency which is influenced by hedonic motive |
| H6 Impulsive shopping tendency → Online shopping behavior (supported) | Marketers should pay more attention to hedonic motives to stimulate consumers to increase their impulsive shopping tendencies |
| H7a Hedonic motive → Impulsive shopping tendency → Online shopping behavior (supported) | Marketers should pay attention to the indicators that increase online hedonic motivation. Moreover, self-esteem is critical for consumers to engage in this impulsive shopping behavior |
| H7b Self-esteem motive → Impulsive shopping tendency → Online shopping behavior (supported) | |
| H8 Utilitarian motive → Shopping intention → Online shopping behavior (supported) | Marketers should pay attention to indicators that can increase online utilitarian motive to thereby increase shopping intention |
| Hypothesis (result) | Theoretical and managerial implications |
|---|---|
| Utilitarian motive, hedonic motive and self-esteem motive predicts the online shopping behavior of consumers | |
| To increase impulsive shopping tendency, online fashion shops need to be visually appealing, stimulate the senses, present the newest products first etc | |
| Consumers shop online if they feel insecure. In other words, to make themselves feel better, they tend to make an online purchase | |
| To increase shopping intention, marketers must pay attention to indicators that can increase utilitarian motives | |
| Marketers should pay more attention to shopping intention than to impulse shopping tendency | |
| When marketers want to increase shopping behavior, they should pay attention to impulsive shopping tendency which is influenced by hedonic motive | |
| Marketers should pay more attention to hedonic motives to stimulate consumers to increase their impulsive shopping tendencies | |
| Marketers should pay attention to the indicators that increase online hedonic motivation. Moreover, self-esteem is critical for consumers to engage in this impulsive shopping behavior | |
| Marketers should pay attention to indicators that can increase online utilitarian motive to thereby increase shopping intention |
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