Motivera Mera! - En kvantitativ studie om samspelet emellan hedonisk shoppingmotivation och multikanalshopping

Sammanfattning: Multichannel-shopping has become a wide spread phenomenon in the retail industry due to a significant development of retail channels and formats. Consumers now shop for the same product category in many different retail settings and this trend is increasing. Therefore both the academic world and the retail industry are screaming for knowledge about the multichannel-shoppers. Several studies have focused on the characteristics of different channels and how multichannel strategies should be designed to minimize cannibalization. There is however a lack of research concerning what characterizes multichannel-shoppers and what drives them to shop in several channels. The primary objective of this thesis is therefore to study if a consumers hedonic shopping motivation (HSM) affects their degree of multichannel-shopping (MCS) in a hedonic product category. The secondary objective is to examine if a consumers HSM affects which channels and formats they consider when shopping in a specific product category. Therefore the thesis consists of three complementary studies based on two surveys taken by 470 respondents. First we compare consumers hedonic shopping motivation in two hedonic product categories to provide a foundation for studying both. In the following studies we use a cluster analysis and a simple mediation analysis to reach the conclusion that segments with higher HSM also have higher impulse buying tendency (IBT) and MCS. We also contribute to the existing research by showing that HSM has a direct effect on MCS and an indirect effect through IBT.