The Effect of Hedonic Shopping Motivation on Consumer Satisfaction and Consumer Loyalty

The study investigates the relationships among shopping motivation, customer satisfaction and customer loyalty. Measures based on the literature on the subject were used in this study. Surveys were constructed to 372 students in classroom settings at Aksaray University in the Turkey. Firstly, the Exploratory Factor Analysis (EFA) was carried out and thus, a five-factor solution was obtained. Then, the result model was tested by the Structural Equation Model (SEM). Results show that experimentation motivation has positive impact on both customer satisfaction and customer loyalty. However, value shopping motivation does not have any impact on them. In addition, gratification motivation does not influence customer loyalty, and idea and role shopping motivations do not have any impact on customer satisfaction. Findings of this study will help both researchers and practitioners in the field understand the roles of shopping motivations in customer satisfaction and customer loyalty. Finally, limitations, suggestions for further research and practical implications of this study are provided.