دانلود مقاله ISI انگلیسی شماره 5079
ترجمه فارسی عنوان مقاله

رویکرد و انگیزش اجتناب : بررسی مصرف لذت بخش در یک محیط خرده فروشی

عنوان انگلیسی
Approach and Avoidance Motivation: Investigating Hedonic Consumption in a Retail Setting
کد مقاله سال انتشار تعداد صفحات مقاله انگلیسی
5079 2012 12 صفحه PDF
منبع

Publisher : Elsevier - Science Direct (الزویر - ساینس دایرکت)

Journal : Journal of Retailing, Volume 88, Issue 3, September 2012, Pages 399–411

ترجمه کلمات کلیدی
رفتار خرید - مصرف لذت بخش - رویکرد و انگیزه اجتناب
کلمات کلیدی انگلیسی
پیش نمایش مقاله
پیش نمایش مقاله  رویکرد و انگیزش اجتناب : بررسی مصرف لذت بخش در یک محیط خرده فروشی

چکیده انگلیسی

Retail shopping studies often conclude that desirable shopper behaviors, such as spending more money, indicate underlying approach motivation, while undesirable behaviors, such as leaving the store, indicate underlying avoidance motivation. However, hedonic consumption would seem to provide an opportunity not only for approaching fun and excitement but also for avoiding problems and stress in everyday life. This study investigates approach and avoidance motivations in a hedonic consumption context. Results show that both approach and avoidance motivation lead to heightened hedonic motivations for shopping and to more positive shopper evaluations. Additional investigation reveals several differences by gender and across four shopping contexts. Several theoretical and managerial implications are offered.