Hedonic Shopping Motivations Essay
Trang T.M. Nguyen
Hedonic shopping motivations
Received February 2006
Revised July 2006
Accepted August 2006
Vietnam National University, Ho Chi Minh City, Vietnam
Tho D. Nguyen and Nigel J. Barrett
School of Marketing, University of Technology, Sydney, Australia
Purpose – This study aims to explore the impact of hedonic shopping motivations (HSM) and supermarket attributes (SMA) on shopper loyalty (SLO).
Design/methodology/approach – A sample of 608 supermarket shoppers in …show more content…
Ho Chi Minh City and Hanoi (Vietnam Investment Review, 2004). A recent survey shows that up to 85 per cent of urban dwellers in the South of Vietnam are fond of shopping at supermarkets because they believe that supermarkets offer them a convenient shopping environment as well as high quality products (Thanh Nien, 2004).
Asia Pacific Journal of Marketing and Logistics
Vol. 19 No. 3, 2007 pp. 227-239
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With a population of 80 million and an economic growth rate of about 7