انگیزه های خرید لذت باورانه در فرهنگ های مصرف فردگرا و جمع گرا

We reinvestigate what constitutes hedonic customer experiences in collectivistic versus individualistic cultures using four country samples (N=2,336) in Germany and the U.S. as well as Oman and India. Across country samples, intrinsically enjoyable customer experiences are associated with the same underlying hedonic shopping motivations as shown in the original U.S. context. In comparison with individualistic cultures, we find that a hedonic shopping experience in collectivistic cultures is less strongly associated with selforiented gratification shopping, yet more strongly associated with others-oriented role shopping.

1. Introduction Although a rich body of literature investigates customer experiences from a hedonic versus utilitarian perspective, little research has examined the cross-cultural variation in what constitutes hedonic experiences in a retail setting, and the underlying hedonic shopping motivations consumers have in different cultures. Replicating Arnold and Reynolds (2003) data in the U.S. in three countries, we investigate if intrinsically enjoyable customer experiences in collectivistic societies are driven by the same hedonic shopping motivations as in individualistic societies.

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