A very important aspect that retailers are always interested to know more about is the reason why people shop. Why someone would choose a red coffee machine over a silver one, or why someone would only purchase milk at a particular store. Obviously there is no single answer that will satisfy each question, but marketing literature has always been quite fascinated with consumer motivation.
Motivation can be defined as “an internal and complex process, which influences people’s behavior and is caused by particular motives” (Keisidou, Sarigiannidis, and Maditinos 2011, 33). One popular concept is the identification of two main motives for shoppers, which are hedonic and utilitarian. In short, hedonic shoppers are consumers who shop for fun, and utilitarian shoppers are consumers who shop with a goal in mind (Babin et al. 1994).
some behavior are beyond comprehension
This mindset translates well into the online environment, where hedonic online shoppers are motivated to find involvement with things that they consider fun. Typically, a hedonic online shopper would frequent online auction sites, hobby specific sites, and browse to their hearts content to seek a product specific online experience. On the other hand, the utilitarian shopper is depicted by motives such as convenience, information, selection, and the ability to control the shopping experience (Sorce, Perotti, and Widrick 2005).
While some researches suggest that the introduction of the hedonic and utilitarian concept in an online setting is quite seamless, other research suggest that there are significant differences. Scarpi (2006) argue that hedonic shoppers, who find pleasure in the shopping act itself rather than the acquired product, would not be motivated to shop online, because it would forgo the pleasure they get from shopping in a physical store.
sophie kinsella: making millions out of the hedonic shopper
While there are other researches that use different frameworks, they are mostly reiterations of the hedonic and utilitarian classification. For example, Kargaonkar and Wolin (1999) identified seven different motives that may affect the consumers’ behavior in an online environment. These motives are: social escapism, transaction security and privacy, information, interactive control, socialization, non-transactional privacy, and economic motivation.
There are lessons to be learned here for both the traditional retailers as well online retailers. First, both type of stores have to cater for both type of consumers, which means that while shopping has to be a great experience, it should also provide an opportunity for utilitarian shoppers to just get in, get what they need, and get out.
Secondly, when it comes to engaging the consumers, so that their hedonistic needs are fulfilled, stores have to constantly innovate. Some retailers do not change their store displays for years, and they wonder why less people are interested in coming into the store and spend time shopping.
have you seen our new display? It's only been there since 1987
Understanding the consumer’s motivation is one thing, adjusting your strategy to capture the consumer is another thing. A lot of traditional retailers fail in their attempt to branch out to online retail because all they do is sell the same products online. What they do not realize is that consumers come to their brick and mortar stores not just because of the products they sell, but also because of the shopping experience that they provide. Until they manage to translate the shopping experience into an online environment, consumers will most likely shun the online versions of their stores.
References:
Babin, B., Darden, W. and Griffin, M. 1994. Work and/or fun: measuring hedonic and utilitarian shopping value. Journal of Consumer Research. 20: 644-56. Proquest. http://proquest.com (accessed March 13, 2012).
Keisidou, E., L. Sarigiannidis, and Maditinos, D. 2011. Consumer Characteristics and Their Effect on Accepting Online Shopping, in the Context of Different Product Types. International Journal of Business Science and Applied Management 6(2): 32-51. Emerald. http://emerald.com (accessed March 10, 2012).
Korgaonkar, P. and Wolin, L. (1999), A multivariate analysis of web usage. Journal of Advertising Research. 38 (1): 7-21. Proquest. http://proquest.com (accessed March 13, 2012).
Scarpi, D. 2006. The Fun Side of the Internet. In Impact of e-Commerce on Conumers and Small Firms, ed. Zappala, S. and C. Gray, 179-89. Aldershot: Ashgate Publishing Limited.
Sorce, P., V. Perotti, and Widrick, S. 2005. Attitude and Age Differences in Online Buying. International Journal of Retail & Distribution Management 33(2):122-132. Emerald. http://emerald.com (accessed March 10, 2012).
