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Online Consumer’s Shopping Motives of Personality
and Shopping Values in the Lodging Industries
Yun Ji Moon 1
1 Department of Management Information Systems, Catholic University of Pusan
Rosario B/D 614, Bugok-3-Dong, Gumjung-Gu, Busan, South Korea, yjmoon@cup.ac.kr
Abstract. This study aims to explore and better understand how consumers’ e-
shopping motives relate to consumer behavior in online environment. The
current study considers consumers’ e-shopping motives as personal motives
general goals that induce people to shop. This study proposes the more general
shopping motives as shopping values (i.e., utilitarian shopping values, hedonic
shopping values, and social engagement shopping values), whereas the other
personal motives regards personality. The present paper suggests that value
orientation of consumers in Web sites would consequently affect customer
loyalty such as revisit intention and intention to Word-of-Mouth via e-
satisfaction. In addition, the research investigates the moderating effect of
consumer’s personality between consumer’s shopping values and consumers’ e-
satisfaction in Web sites.
Keywords: shopping motives, shopping values, personality, utilitarian
shopping values, hedonic shopping values, social engagement shopping values,
revisit intention, intention to Word-of-Mouth
1 Introduction
In the information intensive lodging industry, websites have high effects on the
planning of vacations and trips. In order to draw customers to websites and achieve
further growth, the lodging industry needs to improve its technology and adopt
electronic customer relationship marketing by recognizing customer needs. This
research will explore consumers’ shopping motivations, thereby differentiating
between hedonic shopping- (providing the shopper with enjoyment and fun),
utilitarian shopping- (related to successfully accomplishing the shopper’s goal), and
social engagement shopping-motivations (offering the shopper with establishing
social relationship) to see how these motivations relate to online and offline shopping
intentions. Thus, this study aims to explore the direct and indirect predictors of
consumers’ e-satisfaction and e-loyalty from the perspective of individual shopping
motives in the online lodging industry. Additionally, the paper analyzes the
moderating role of consumers' personality (extraversion vs. neuroticism), which is
one of the personal shopping motives.
Advanced Science and Technology Letters
Vol.120 (GST 2015), pp.105-108
http://dx.doi.org/10.14257/astl.2015.120.19
ISSN: 2287-1233 ASTL
Copyright 2015 SERSC
2 Research Model and Hypotheses
This paper hypothesizes that three different shopping values are related differently
with the levels of e-satisfaction and e-loyalty (i.e., revisit intention and intention to
WOM), and further proposes that two different personality play a moderating role in
the relationship between shopping values and e-satisfaction. Basically motivations for
Internet shopping vary, but motivations can be broadly regarded as goal-oriented
(utilitarian), fun-seeking (hedonic), and social relationship-oriented (social
engagement). These values are required to provide for online shopping business
success because of the close relationship among shopping values, customer
satisfaction and repurchase (Bridges and Florsheim 2008).
H1: Utilitarian shopping values are positively associated with e-satisfaction.
H2: Hedonic shopping values are positively associated with e-satisfaction.
H3: Social engagement shopping values are positively associated with e-
satisfaction.
A number of studies offer a rationale for why satisfied customers may be more
loyal than dissatisfied (Homburg & Giering, 2001). Although it is difficult to gain
loyal customers on the Internet, customer satisfaction with an online provider could
motivate them to revisit and stay. Therefore, with respect to the effect of e-satisfaction
on e-loyalty, the paper suggests that a customer’s perception of hedonic, utilitarian
and social engagement shopping values is a central component of customer
satisfaction and loyalty; satisfied customers are likely to repurchase and motivate
WOM.
H4: e-Satisfaction is positively associated with revisit intention.
H5: e-Satisfaction is positively associated with intention to WOM.
Research implies that there exists a relationship between value preferences in
shopping situations and consumer behavior, as well as psychographic characteristics
such as personality features, opinions and interests (Zawaszka, 2002). As mentioned
above, extraversion is characterized as sociable, gregarious, talkative, assertive, active,
lively, venturesome, sensation-seeking, and positive self-esteem. On the other hand,
neuroticism indicates high anxiety, negative/low self-image, anxious, depressed, guilt
feelings, tense, irrational, shy, moody, emotional, worried, insecure, and angry.
Considering prior research focusing on emotional stability, neuroticism is close to
unstable emotion rather than extraversion. People who are more neurotic are more
self-conscious and more vulnerable to emotional hurt and they have stronger negative
emotional reactions, keep their word, and tend to display negative emotional
responses. However, the extraverts show a greater preference for stimulating, active,
and unusual situations, and are less likely to avoid stressful situations (Costa and
McCrae, 1992).
H5: Utilitarian shopping values have a stronger effect on e-satisfaction in the
neurotic consumer group than extrinsic.
H6: Hedonic shopping values have a stronger effect on e-satisfaction in the
extrinsic consumer group than neurotic.
H7: Social engagement shopping values have a stronger effect on e-satisfaction in
the extrinsic consumer group than the neurotic one.
Advanced Science and Technology Letters
Vol.120 (GST 2015)
106
Copyright © 2015 SERSC
3 Research Methodology
The lodging industry is selected to test the hypotheses, since the lodging industry has
the typical B2C characteristics such as customization, active communicational
interaction, and efficient transaction. The target respondents in this study are
customers over 19 years old who have purchased hotel/pension/condominium rooms
online in the three months preceding the survey. Developing an instrument with
multiple-item scales for the constructs of interest, a total of 250 questionnaires are
distributed and 182 are returned. Of these 181 returns, 175 are usable and represent a
response rate of 70.4%.
Most of the measurement items relating to shopping values (utilitarian, hedonic,
and social engagement) (Overby and Lee, 2006; Bridges and Florsheim, 2008; Dlodlo,
2014; Humphreys, 2010), e-satisfaction, revisit intention (Zeithaml et al., 2002;
Khalifa and Liu, 2007) and intention to WOM (Harrison-Walker ,2001) were taken
from relevant studies. For each question, respondents were asked to indicate the
extent of their agreement on a five-point Likert scale (1 = strongly disagree to 7 =
strongly agree). Additionally, this paper used the Eysenck et al.’s personality
questionnaire (EPQ), to measure personality.
4 Research Results
Using Lisrel, a structural equation model is employed to test the hypothesized model.
The hypothesized path model shows a good fit to the data, χ2 = 233.45, df =127 (p <
0.001); GFI = 0.87; AGFI = 0.83; CFI = 0.98; NFI = 0.95; RMSEA = 0.06. As was
expected, all structural path estimates are significant. Further, the signs of all
structural paths are also consistent with the hypothesized relationships among the
latent variables. Within the model, the estimates of the structural coefficients provide
the basic tests of the hypothesized relationships. The set of hypotheses (H1, H2, H3)
first address the positive relationships among shopping values and e-satisfaction. The
effect of utilitarian shopping values (standardized γ1 = 0.38, p < 0.001), hedonic
shopping values (standardized γ2 = 0.43, p < 0.001), and social engagement shopping
values (standardized γ3 = 0.22, p < 0.001) on e-satisfaction are significant. H4 and H5
assume the positive relationships among e-satisfaction, revisit intention, and intention
to WOM. E-satisfaction has significant effect on revisit intention (standardized β1 =
0.78, p < 0.001) and intention to WOM (standardized β2 = 0.68, p < 0.001). Thus H4
and H5 are also confirmed by the data.
The existence of moderating effects was estimated by a multi-group approach
using AMOS. In order to test the moderation effect of personality between shopping
values and e-satisfaction based on a multi-group approach, this study divided the
entire sample into two subgroups into neurotic consumer and extrinsic consumer
according to whether their overall perception on each personality was above the
sample mean. We suggested that utilitarian shopping values have a stronger positive
effect on e-satisfaction in neurotic consumers. Upon examining individual paths in the
moderating effects model, we found that neuroticism has a significant moderating
effect on the association between utilitarian shopping values and e-satisfaction, as
Advanced Science and Technology Letters
Vol.120 (GST 2015)
Copyright © 2015 SERSC
107
expected from H5 (∆χ2 =18.12, df = 1, p<.01). Hence, the extrinsic consumer group
displays a stronger positive relationship between social engagement shopping values
and e-satisfaction supporting H6 (∆χ2 =25.06, df = 1, p<.01). However, contrary to
expectation, the moderation effect of extraversion is not significant in the relationship
between hedonic shopping values and e-satisfaction (∆χ2 =-0.82, df = 1, NS).
5 Conclusions and Implications
This paper focuses on several issues to explain e-loyalty such as revisit intention and
intention to WOM in an online lodging industry. The first goal is to understand three
shopping values that have significant influence on e-satisfaction. The second is to
provide insights into the complex interrelationships among shopping values, e-
satisfaction, and e-loyalty. The third goal is to investigate whether or not the
moderator of individual personality has a significant impact on e-loyalty, along with
e-satisfaction.
References
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Advanced Science and Technology Letters
Vol.120 (GST 2015)
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Copyright © 2015 SERSC
