Pengaruh shopping enjoyment terhadap cara berbelanja dan hedonic shopping value dengan tekanan waktu sebagai faktor yang memoderasi

Deskripsi

This research discusses the influence of shopping enjoyment toward store shopping modes and hedonic shopping value with chronic time pressure as a moderating factor. The research design is conclusive-descriptive. Result of this research indicate that shopping enjoyment has a greater influence on browsing mode rather than bargain hunting mode. Subsequently, browsing mode also gives greater influece on hedonic shopping value, because of the negative influence given from bargain hunting mode to hedonic shopping value. Also, this research confirmed that the level of chronic time pressure moderated the influence of shopping enjoyment on each store shopping modes.Ada tabel