The Importance of the Shopping Experience in Times of Recession: An Analysis from the Perspective of the Hedonic and Utilitarian Shopping Values

ESIC Market Economics and Business Journal, Vol. 45, Issue 2, May-August 2014, 273-298

26 Pages Posted: 7 Oct 2014

See all articles by Marta Blázquez Cano

Marta Blázquez Cano

University of Manchester

María Puelles Gallo

Universidad Complutense de Madrid (UCM)

Date Written: May 1, 2014

Abstract

The textile industry has been one of the most resilient in the current economic recession with positive overall results in the sector although there was a contraction of the online sales last year in Spain. Precisely e-commerce is expected to be an important source of growth in the sector in the upcoming years so it seems necessary to determine the influence of the recession on consumers’ shopping behaviour. To address this objective a quantitative approach has been taken through the application of a questionnaire to 1522 people in Spain to determine first, how consumers' shopping experiences relate to their income level and secondly, what motivates consumers to use different channels and their intentions to use them based on their working situation. The results establish the need of creating a superior shopping experience in bricks-and-mortar stores and online channel and to promote the use of e-commerce by fashion retailers. The theoretical framework of hedonic and utilitarian shopping values is applied to measure consumers’ shopping experiences and shopping motivations in a multichannel retail environment, in the textile sector, in Spain.

Keywords: hedonic value, utilitarian value, shopping motivations, bricks-and-mortar stores, e-commerce

JEL Classification: M31

Suggested Citation

Blázquez Cano, Marta and Puelles Gallo, María, The Importance of the Shopping Experience in Times of Recession: An Analysis from the Perspective of the Hedonic and Utilitarian Shopping Values (May 1, 2014). ESIC Market Economics and Business Journal, Vol. 45, Issue 2, May-August 2014, 273-298. Available at SSRN: https://ssrn.com/abstract=2506523

Marta Blázquez Cano (Contact Author)

University of Manchester ( email )

Oxford Road
Manchester, M13 9PL
United Kingdom

María Puelles Gallo

Universidad Complutense de Madrid (UCM) ( email )

Carretera de Humera s/n
Madrid, Madrid 28223
Spain

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