Effect of Emotional Experience on Purchase Intention: A Sequential Mediation of Social Value and Hedonic Value in a Retail Setting (Published)
The purpose of this study is to empirically examine the indirect effect of social and hedonic value on the relationship between emotional experience and purchase intention. The sample consists of 420 retail customers selected using the store intercept method. Process macro program is used to test the sequential mediating effect. The results of the study show that both social value and hedonic value individually mediates the relationship between emotional experience and purchase intention. Moreover, social and hedonic value sequentially mediates the relationship between emotional experience and purchase intention. Based on the study findings, managers should focus on improving the customer’s emotional experience by dealing with them as individuals with unique expectations. In addition, managers should lay a lot of emphasis on creating enjoyable and fun-packed shopping environment while at the same time creating an environment that encourages socialization.
Keywords: Emotional Experience, Hedonic Value, Purchase Intention, Sequential Mediation., Social Value
ROLE OF DEMANDING CUSTOMER : THE INFLUENCE OF UTILITARIAN AND HEDONIC VALUES ON LOYALTY CUSTOMER (Review Completed - Accepted)
This study aims to examine and analyze the influence of Utilitarian Value,
Hedonic Value on Customer Satisfaction and Loyalty with Demanding Customers
Moderation among customers of Modern Café in Surabaya. This study was
conducted at the modern coffee bar (coffee shop) customers in Surabaya. In
accordance with the data obtained from the Department of Tourism Surabaya, there
are 14 modern coffee shop with 41 stands scattered in Surabaya. Sample used in this
study is modern coffee bar customers (coffee shop) in Surabaya that is 600 persons,
sampling techniques is using non -probability sampling, that is with accidental
sampling that encountered by the researcher while visiting modern coffee shop and
the determination of respondents numbers in each shop coffee is determined by
using percentage based on the number of coffee shops in Surabaya. Techniques of
analysis in this study is using Structural Equation Modeling (SEM) with AMOS 19
program.
The conclusion of this study result are : t utilitarian value does not have
significant influence on customer satisfaction at the modern coffee shop. Hedonic
value has significant influence on customer satisfaction in a modern coffee shop.
Demanding customer does not moderate the influence of utilitarian value on
customer’s satisfaction at the modern coffee shop. Demanding customers moderates
the influence of hedonic value on customer satisfaction in a modern coffee shop.
Satisfaction significantly influence customer loyalty of modern coffee shop.
Utilitarian value has no significant influence on customer loyalty in modern coffee
shop. Hedonic value has significant influence on customer loyalty in modern coffee
shop
Keywords: Customer Satisfaction, Hedonic Value, Loyalty, Utilitarian Value, and Demanding Customer