Publication: The moderating effects of in-store marketing on the relationships between shopping motivations and loyalty intentions
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Issued Date
2016-10-19
Resource Type
ISSN
14664402
09593969
09593969
Other identifier(s)
2-s2.0-84962124095
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Mahidol University
Rights Holder(s)
SCOPUS
Bibliographic Citation
International Review of Retail, Distribution and Consumer Research. Vol.26, No.5 (2016), 566-588
Suggested Citation
Jaratchwahn Jantarat, Randall Shannon The moderating effects of in-store marketing on the relationships between shopping motivations and loyalty intentions. International Review of Retail, Distribution and Consumer Research. Vol.26, No.5 (2016), 566-588. doi:10.1080/09593969.2016.1159242 Retrieved from: https://repository.li.mahidol.ac.th/handle/123456789/43230
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Title
The moderating effects of in-store marketing on the relationships between shopping motivations and loyalty intentions
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Abstract
© 2016 Informa UK Limited, trading as Taylor & Francis Group. This study attempts to understand the moderating roles of in-store marketing by incorporating the effects of shopping motivations on repatronage and word-of-mouth intentions in the context of fashion apparel by applying theories related to self-determination and social impact. Structural equation modeling using data collected from young adult fashion apparel shoppers in Thailand reveals positive effects of shopping motivations. The utilitarian shopping motivation shows a greater effect in predicting loyalty intentions than hedonistic shopping motivation. In-store marketing is shown to have a moderating effect on loyalty intentions, although the influence of each moderator on the investigated direct effects varies. The findings can prove helpful to fashion apparel retailers in developing effective advertising and promotional strategies that correspond to the specific needs of the shoppers to promote store loyalty intentions.