Exploring online and offline shopping motivational values in Malaysia

Rachel Mei Ming Wong, Shiet Ching Wong, Guek Nee Ke

Research output: Contribution to journalArticlepeer-review

7 Citations (Scopus)

Abstract

Purpose: The purpose of this paper is to combine the elaboration likelihood model and hedonic/utilitarian values into a coherent model of shopping motivational values for online and offline Malaysian shoppers. Once these values were identified, they were compared to one another based on shopping channel, gender, and age group. Design/methodology/approach: The Shopping Motivational Value Questionnaire was developed by the researcher after extensive literature review and measured the respondent’s perception toward shopping motivational values in both shopping channels. Data were collected from 306 Malaysians above the age of 21, and analyzed using exploratory factor analysis and pairwise t-test techniques. Findings: The factor analysis revealed a three-factor model of shopping motivational values. Gratification Values were the most important to shoppers, followed by Essential and Societal Values. Shoppers perceived all these motivational values as important when shopping offline as compared to online, regardless of gender and age group. Research limitations/implications: The results of the factor analysis revealed a three-factor model of shopping motivational values: Gratification Values which were the most important to shoppers, followed by Essential and Societal Values. These values were then compared to one another based on shopping channel, gender, and age group. Results indicate that shoppers perceived all these motivational values as important when shopping offline rather than online, regardless of gender and age group. Moreover, the perception of shoppers toward specific product categories and other shopping channels were not taken into account. Originality/value: This study attempted to combine the elaboration likelihood model and hedonic and utilitarian values into a coherent model. A questionnaire was developed by the researcher with these two theoretical models as its foundation. Additionally, the shopping motivational values of this study have been formulated to be compatible to both shopping channels.

Original languageEnglish
Pages (from-to)352-379
Number of pages28
JournalAsia Pacific Journal of Marketing and Logistics
Volume30
Issue number2
DOIs
Publication statusPublished - 9 Apr 2018

Keywords

  • Malaysia
  • Offline shopping
  • Online shopping
  • Shopping behaviour
  • Shopping motivation

ASJC Scopus subject areas

  • Business and International Management
  • Strategy and Management
  • Marketing

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