Analysis of Hedonic Shopping Motives to H&M Paris Van Java

Bandung Consumers

Arianis Chan, Pratami Wulan Tresna and Firna Firliana

Business Administration Padjadjaran University, Jl Raya Bandung Sumedang km 21, Sumedang, Indonesia

Keywords: Consumer Behavior, Buying Motive, Hedonic Shopping Motive.

Abstract: This study aims to study and find out the hedonic shopping motives to the consumers of H&M Paris Van

Java. The object examined in this research is hedonic shopping motives. The research method used is

comparative descriptive research with survey design. The sampling technique is non-probability sampling

using incidental sampling with 63 people who were made as the respondents. The primary data collection is

by questionnaires, observations, and interviews to obtain an overview of hedonic shopping motives and the

secondary data obtained is by literature study. The data analysis technique used is explanatory factor

analysis using SPSS. The result of this research shows that there are hedonic shopping motives which are

dominant to the consumers of H&M Paris Van Java, namely gratification shopping. The suggestions that the

writers propose are hedonic shopping motives to the consumers of H&M Paris Van Java can be used as a

benchmark for H&M in terms of market opportunities to increase sales by additional attractive offers beside

the comfort-shopping.

1 INTRODUCTION

Increasing the needs and desires of a community

encourage the availability of various product

choices. As one of the primary needs, the need for

clothing is increasing but it is not only the clothing

but also the latest fashion which shows a trend and

lifestyle. This is proven by the development of the

fashion industry.

The increasing people’s interest in fashion, as

well as their purchasing power of also, supports the

development of retail business in Indonesia,

especially in the fashion sector. Based on the GRDI

index, Indonesia is ranked fifth out of thirty

developing countries in the world with a score of

55.6 and retail sales of USD324 billion

(www.beritasatu.com).

As a potential market, the retail fashion industry

in Indonesia is increasing both for local and

international brands. One of the Swedish brands

developing in Indonesia is H&M. Its "stylish and

affordable fashion at the best price" concept means

that H&M products have good quality. It is one of

the leading multinational brands. So, consumers

must have the motivation to shop. oOpen research to

thirty-one consumers of H&M Paris Van Java in

Bandung City shows that there are negative and

positive phenomena related to hedonic shopping

motives. Respondents from this pre-research are

consumers of H&M Paris Van Java. The researcher

found a phenomenon in each sub-variable of hedonic

shopping motives.

Based on the result of the pre-research, there are

allegations that the consumers of H&M Paris Van

Java Bandung are included in the type of hedonic

shopping motives despite the negative phenomena,

namely gratification shopping, and idea shopping.

The initial findings are as follows:

1. Layout. Lighting makes consumers feel

comfortable when shopping at H&M but;

2. not all consumers feel their mood is getting

better.

3. Consumers feel happy when shopping at H&M

Paris Van Java with family or friends.

4. Consumers do not look for the latest trend in

H&M.

5. For consumers, a discount is the main

attraction at H&M Paris Van Java.

6. H&M Paris Van Java products are suitable to

be treated as gifts to friends or family.

544

Chan, A., Tresna, P. and Firliana, F.

Analysis of Hedonic Shopping Motives to HM Paris Van Java Bandung Consumers.

DOI: 10.5220/0008433505440554

In Proceedings of the 2nd International Conference on Inclusive Business in the Changing World (ICIB 2019), pages 544-554

ISBN: 978-989-758-408-4

2 LITERATURE

2.1 Consumer Behavior

Consumer behavior is an activity and process related

to searching, using, and purchasing products and

services. The behavior underlies or influences

consumers to make a decision in the use of a product

or service. Consumer behavior according to Engel et

al. (1994: 3) is "actions that are directly involved in

acquiring and consuming products and services,

including processes that precede and follow from

those actions". Meanwhile, according to Schiffman

and Kanuk (2008: 6), "consumer behavior is the way

individuals make a decision to utilize their available

resources (time, money, business) to buy goods

related to their consumption".

2.2 Consumer Motivation

2.2.1 Definition of Consumer Motivation

There is always an urge to taking action from

various human activities. Thus, this encouragement

can be called motivation. Every consumer has an

action taken to achieve his desire to obtain and

consume a product in the form of goods or services.

According to Setiadi (2008: 26), “motivation can be

interpreted as a willingness to issue a high level of

effort toward the goals to be achieved, conditioned

by the ability of efforts to meet an individual’s

need". While the definition of motivation according

to Schiffman Kanuk (2008: 72), “motivation can be

described as a driving force of individuals which

force them to act".

According to the American Encyclopedia in

Setiadi (2008: 94), “motivation is a tendency (a trait

which is the subject of conflict) at someone who

raises support and action. Motivation includes the

factor of biological and emotional needs that can

only be expected from observers of human

behavior".

Schiffman Kanuk (2008: 78-79) divides

motivation into rational and emotional motivation.

1. Rational motivation

The term rationality is a traditional term which

assumes that consumers behave rationally if

theycarefully consider all alternatives and choose

alternatives that give them the greatest usage.

2. Emotional motivation

On emotional motivation, consumers do not

attach importance to the use of the product.

However, it makes sense to assume that consumers

always try to choose alternatives that in their view

help to maximize decisions.

2.2.2 Shopping Motivation

Shopping motivation can be divided into two (Sheth,

1983; Kim, 2006 in Arifianti 2010: 77), namely:

1. Utilitarian shopping motivation which is based

on functional needs or providing practical

benefits; and

2. Hedonic shopping motives which are

associated to Maslow's motivation theory and

the hedonic shopping motives’ highest rank,

namely the social factor. Hedonic motivation

emphasizes self-esteem from others compared

to the needs of others. Consumers feel that the

desire to actualize can defeat the desires of

others.

Utilitarian and hedonist are behaviors that arise

when a consumer is faced with a decision to buy a

product or service (Hirshman & Holbrook, 1982;

Herabadi et al., 2009).

Utilitarian Shopping Motivation.

According to Chaudhauri and Holbrook (2001),

utilitarian motivation is the ability to perform

functions in the daily life of a consumer. Holbrook

and Hirschman (1982) mention that utilitarian values

show the use of products or services efficiently,

task-specific and economically. Babin et al. (1994)

and Batra and Ahtola (1990) in Arifianti (2010: 77)

specifically say that utilitarian consumer behavior is

described as functional or task-related perspectives.

Additionally, Babin et al. (1994) in (Arifianti 2010:

77) elaborates that utilitarian shopping behavior is

characterized by task-related motivation, product-

oriented, rational, and extrinsic. Being utilitarian

itself is encouraged because it feels benefits received

when using a product or service rather than getting a

pleasant taste of its products (Lim & Ang, 2008).

Utilitarian motives are usually judged with more

conscious intentions (Babin et al., 1994). Utilitarian

purchasing motives include desires, like a search for

convenience, diverse search, looking for qualified

products or services, and reasonable price level

(Sarkar, 2011: 58).

Engel et al. (2000) say that utilitarian motivation

is: "when someone will shop and someone feels that

they get the benefits of a product they want. This

motivation is based on objective thinking. Thus,

utilitarian shopping motivation is a motivation

where consumers do shopping activities because

they really need or want to get the benefits of the

product itself. There are two things that must be

Analysis of Hedonic Shopping Motives to HM Paris Van Java Bandung Consumers

545

considered in utilitarian motivation, namely quality

of goods and quality of service".

Babin et al. (1994) mention that consumer

consumption activities can produce both utilitarian

and hedonic values. Meanwhile, the utilitarian value

is described as a matter that comes from several

types of consciousness to pursue intended

consequences. The concept of utilitarian value can

be regarded as a task-oriented and rational thing and

it can also be said as work. Consumer evaluation

from the point of view of utilitarian value is usually

based on the function of a product or service that it

consumes. In other words, consumer evaluation

based on utilitarian values includes the fulfillment of

instrumental consumer expectations that can be

obtained from consumer consumption of a product

or service. It also includes the existence of rational

motivation that looks at the time consumption takes

place and the need for ownership.

Based on this utilitarian value’s perspective,

consumers are seen as more concerned with

purchasing products or services that can streamline

their cost and their time to achieve goals with

minimum disruption. According to Babin et al.

(1994), consumers who are concerned with the

utilitarian aspect will even feel happy if they have

completed their shopping activity because they feel

their task has been completed.

Hedonic Shopping Motives.

It is a general understanding that hedonic or

hedonism is a thought held by individuals about

pleasure which solely fulfills the satisfaction of that

individual. The definition of a hedonic shopping

motive according to Arnold and Reynold (2003) is a

behavior of customer which views an activity as

enjoyable and exciting experiences.

Setiadi (2013:96) defines hedonic shopping as

psychological needs, such as satisfaction, prestige,

emotion, and other subjective feelings. These needs

often appear to meet social and aesthetic demand

which is also called emotional motives.

Boedeker (in Trang, Tho, and Barret, 2006) adds

that hedonic shopping motivation is a pleasant

shopping experience rather than gathering

information or purchasing products. Whereas in the

study of Engel and Minard (2000) in Kusuma et al.

(2013:242), hedonic shopping motivation is a

person's motive to shop based on emotional

responses, sensory pleasures, dreams, and aesthetic

considerations.

Gültekin and Özer (2012:181) in their research

elaborate that

"Hedonism emphasizes the basic philosophy of

taking pleasure in life and avoiding sadness and

sorrow (Murray, 1964). Consumer experience arises

following the hedonic shopping experience. From

that perspective, hedonic shopping comprises issues,

such as cheer, jealousy, fear, passion, and joy. Those

emotions are the phenomenon which relates to the

motives (Hirschman and Holbrook, 1982)".

Bhatnagar and Ghosh (2004) mention that

hedonic motivation is a purchase motivation based

on the individual's emotional needs which are

primarily intended for pleasure and comfort. In

addition, Solomon (2007) explains that hedonic

motivation refers to intensive experimental and

emotional for consumers to be engaged in shopping

activity. Consumers with their motivation based on

hedonic needs can be involved in a shopping-related

activity that involves multisensory, fantasy, and

emotional experiences (Solomon, 2007). Holbrook

and Hirschman (1982) add that hedonic motivation

can be associated with fun and playfulness rather

than completing tasks.

In Sarkar (2011: 59), it is stated that:

“Hedonic consumption involves emotional

arousal taking place while purchasing or consuming

(Holbrook & Hirschman, 1982 b). In hedonic

consumption, different types of emotional feelings,

which are both physiological and psychological,

play major roles. Hopkinson & Pujari (1999) have

explained how hedonic consumption takes place in a

high-involvement situation, where an individual is

deeply involved in experiencing a consumption

event. This research points out that the level of

hedonism varies across products or brands depends

on the changing levels of involvement. In high-

involvement consumption situations, the level of

hedonism is expected to be higher”.

According to Toa et al. (2007: 775):

"Hedonic motivation refers to those consumption

behaviors in search for happiness, fantasy,

awakening, sensuality, and enjoyment. The benefit

of hedonic motivation is experiential and emotional.

The reason that hedonic consumers love to shop is

that they enjoy the shopping process. It is not about

obtaining the physical objectives or completing the

mission".

In the study of Babin et al. (1994):

“Increased arousal, heightened involvement,

perceived freedom, fantasy fulfillment, and escapism

all may indicate a hedonically valuable shopping

experience (Bloch and Richins 1983b; Hirschman

1983). Furthermore, vicarious consumption can

provide hedonic value by allowing a consumer to

ICIB 2019 - The 2nd International Conference on Inclusive Business in the Changing World

546

enjoy a product's benefits without purchasing it

(Macinnis and Price 1987)”.

Meanwhile, Arnold and Reynold (2003:80)

classify hedonic motivation into six types, namely:

1. Adventure Shopping

Adventure shopping leads to shopping

activities aimed at stimulation, adventure, and

the feeling of being in another world.

Adventure shopping provides sensation and

excitement and enters the world that is

different from interesting sights, smells, and

sounds.

2. Social Shopping

Social shopping is a purchase motivation that

refers to the enjoyment of the atmosphere of

togetherness, shopping with friends and family,

and socializing and uniting while shopping.

Shopping people say they really enjoy

socializing with other visitors when shopping

and shopping can provide an opportunity to

blend with other shopping people.

3. Gratification Shopping

Gratification shopping is a form of shopping

activity in which someone's involvement in

shopping is done with the aim of relieving

stress as an alternative to eliminate negative

moods. The shopping activity is used to

improve mentality.

4. Idea Shopping

Idea shopping is a form of shopping activity

used to find out the latest trend, fashion, and

innovation.

5. Role Shopping

Role shopping is a shopping activity in which

someone does it for someone else. Someone

will be happy to include purchase and hope that

the person who is given the gift will feel happy.

6. Value Shopping

Value shopping shows that all buyers enjoy

purchasing discount items and looking for

offers and discounts. Overall, buying items for

lower prices leads to an increase in customer

satisfaction and happiness.

Utami (2006) in Ira (2008) in Kusuma et al.

(2013:242) mentions six hedonic shopping

motivations:

1. Adventure shopping motivation occurs when

consumers shop for stimulation, adventure, and

the feeling of being in their own world.

2. Gratification shopping motivation occurs when

consumers shop to relieve stress, to alleviate

negative moods, and to forget about present

problems.

3. Role shopping motivation happens when

consumers enjoy shopping for others rather

than for their own selves.

4. Value shopping for consumers who offer

shopping discounts, sales, or bargains.

5. Social shopping motivation occurs when

consumers feel enjoyment and gain

information from potential products by

shopping with their family and friends and

view shopping as a social activity with

consumers or workers at the mall.

6. Idea shopping is a motivation that happens

when consumers shop to keep up with the latest

trend and see new products and innovations.

Irawan in Arifianti (2010:75) as the Chairman of

Frontier Consulting Group shares the character of

Indonesian consumers who support consumers to

buy a product due to the hedonic nature of the

consumers themselves, namely:

1. Consumers who tend to focus on the context

rather than the content because consumers do

not digest the amount of sufficient information

before deciding to choose and buy a product.

2. Consumers who like foreign products.

3. Consumers who do not have a plan.

4. Consumers who like the praise they get from

their surrounding environment will show their

status.

3 RESEARCH METHOD

3.1 Research Object

The object of this research is hedonic shopping

motives as a single variable which includes sub-

variables of adventure shopping, social shopping,

shopping gratification, idea shopping, role shopping,

and value shopping for consumers who shop at

H&M Paris Van Java Bandung.

3.2 Research Method

The type of method used by the writers in this

research is quantitative method of descriptive

analysis with an explanatory approach.

3.2.1 Exploration Factor Analysis (EFA)

Exploration Factor Analysis (EFA) is the process of

identifying meaning, construction, or dimension

evaluated by the observed covariance (Panter, 1997).

Gorsuch (1983) in Crowley & Fan (1997) says that

EFA is useful for the purpose of generating

Analysis of Hedonic Shopping Motives to HM Paris Van Java Bandung Consumers

547

structures, theoretical models, and testing

hypotheses.

The basic theory of factor analysis:

= V

+ V

e (1)

: common variance, i.e. the variance possessed

by ≥ 2 estimated variables of communality: h

= ai + bi + ci

: specific variance which is the variance with

only 1 measurement (unique)

EFA can be interpreted as a method for

identifying items or variables based on their

similarity as indicated by high correlation values so

then they will form a factor. Exploration factor

analysis is a method of factor analysis to identify the

relationship between manifested variables or latent

variables in constructing a construct. Researchers

can use SPSS software to analyze EFA by inputting

data from indicator variables. A measure which

indicates that an indicator is put into a particular

indicator in the EFA is the value of the loading

factor. When the factor value is loading a larger

indicator against one particular factor, then the

indicator can be grouped into these factors.

Factor analysis in this research uses the Kaiser-

Meiyer-Olkin (KMO) method whose value more

than 0.5 and the Measure of Sampling Adequacy

(MSA) measurement method. The variable selection

process in this research is:

a. Kaiser-Meiyer-Olkin (KMO) and Barlette’s

Test.

The KMO test is conducted to determine what

factors are valid or not in this research. Based on

Gozali’s research (2009:307), KMO figures and

Barlette’s test must be above 0.5. The provision is

based on these criteria:

1) If the probability of ∑ < 0.05 then the

research variable cannot be analyzed further.

2) If the probability of ∑ > 0.05 then the

research variable can be analyzed further.

b. Anti Image Matrics.

Gozali (2011:304) elaborates that to see which

variables are feasible to be made a factor analysis

and to find out the factors used as the factors of

analysis has a strong correlation or not with a value

greater than or equal to 0.5. If the value is greater or

equal to 0.5 then all the factors forming the variable

are valid and there are no reduced factors. In the

Anti-image Correlation section, the first to be issued

is a variable that has the smallest MSA value and

less than 0.5. The number of MSA ranges from 0

and 1 with the following criteria:

1) MSA = 1, the item can be predicted without

error by another item.

2) MSA > 0.5, the item can still be predicted

and analyzed further

3) MSA < 0.5, the item cannot be predicted and

cannot be analyzed further.

c. Eigenvalue.

The eigenvalue is used to analyze the feasibility of a

new factor. The eligible requirement to be a new

factor is eigenvalue greater than or equal to 1,

whereas if there is a factor that has an eigenvalue

less than 1 then the factor will be issued or not be

used.

d. Cumulative Variance.

The cumulative value of the variance shows the

level of representation of new factors formed on the

initial or original factor. If the new factors formed

are able to represent the initial or original factor,

then the cumulative value of variance is > 60%.

e. Loading Value.

The loading value aims to determine whether a

variant fits into a new factor or not. This loading

value can be seen from eigenvalue. If the eigenvalue

is more than 1, then the variance is worth entering

into a new factor.

In this research, the first step in factor analysis is

to assess eighteen statements that will form hedonic

shopping factors.

The data are processed using the SPSS 25.0

software tool. Eighteen items that have been

considered valid and reliable, then enter into factor

analysis to be tested whether the value is greater

than the value of KMO and Barlett's Test above 0.5

which is the initial stage in the factor analysis.

4 RESULT AND DISCUSSION

4.1 Exploratory Factor Analysis Test

Results

The factor analysis is used to reduce eighteen

manifest variables (statement items) into latent

variables (factors) that can provide an overview of

the dominant factors in hedonic shopping. From the

result of processing statistical test through Statistical

Package for the Social Sciences (SPSS) Version

25.0, several indicators are obtained stating that data

processing with the factor analysis is indeed suitable

for this research. There are four stages in the EFA

analysis.

ICIB 2019 - The 2nd International Conference on Inclusive Business in the Changing World

548

Kaiser-Meiyer-Olkin (KMO) and Barlette's Test

All Items.

The Kaiser-Meiyer-Olkin value for Measure of

Sampling Adequacy obtained is 0.738 in which this

value states the amount of data needed for the factor

analysis. The KMO value for Measure of Sampling

Equity is above 0.5. It is the minimum limit of KMO

for the use of factor analysis.

Table 1: KMO and Bartlett's Test All Items.

Kaiser-Meyer-Olkin Measure of

Sampling

Adequacy.

.738

Bartlett's Test of

Sphericity

Approx.

Chi-Square

617.797

153

Sig.

.000

The Bartlett Test of Sphericity value obtained is

617.797 with the significance of 0.000. This value

gives an indication that the correlation matrix

formed is not an identity matrix. Because the

correlation matrix is not an identity matrix, the

factor analysis can be used to process the data.

Anti Image Matrics for All Items.

Testing the value of MSA (Measure of Sampling

Adequacy) can be seen in the Anti Image Matrics

with the provision that if the MSA is > 0.5 then the

item can still be predicted and analyzed further. The

following are the results of MSA measurements:

Table 2: Value MSA All Items.

No. Item

MSA

0,748

0,803

0,514

0,628

0,662

0,749

0,836

0,839

0,804

0,797

0,769

0,847

0,466

0,643

0,824

0,636

0,790

0,574

Based on the results of processing the data

above, it can be seen that there is one factor that

does not meet the 0.5 limits so that these factors will

be removed from the matrix and the test will be

repeated.

Test Kaiser-Meiyer-Olkin (KMO) and Barlette's

Test Worthy Items.

The following are the results of testing the KMO and

Barlett Test and MSA (Measure of Sampling

Adequacy) after retesting.

Based on the results of the retesting, it is seen that

the KMO and Barlett’s Test number is 0.765 with

the significance far below 0.5 (0.000 < 0.05), then

the existing variables can still be analyzed further.

Furthermore, the following are the results of the re-

test of the MSA (Measures of Sampling Adequacy);

Anti Image Matrics Worthy Items.

Table 3: MSA Value Test Results.

No. Item

MSA

0,772

0,805

0,507

0,619

0,651

0,763

0,826

0,836

0,865

0,797

0,774

0,840

0,859

0,863

0,628

0,783

0,550

After items that do not meet the criteria > 0.5 are

not included in this research, the results above show

all MSAs above 0.5 and can be analyzed further.

Cumulative Variance and Eigenvalue.

The analysis of communality, this analysis is

basically the amount of variance (can be in

percentages) of an initial variable that can be

explained by existing factors. The communality

value requirement is greater than 0.5 (Santoso, 2011:

82). The following is the results of the communality

analysis of the remaining seventeen items and

further testing.

Analysis of Hedonic Shopping Motives to HM Paris Van Java Bandung Consumers

549

Table 4: Results of Communalities Analysis.

Initial

Extraction

1.000

.566

1.000

.792

1.000

.541

1.000

.690

1.000

.808

1.000

.625

1.000

.711

1.000

.799

1.000

.793

P10

1.000

.843

P11

1.000

.802

P12

1.000

.812

P14

1.000

.439

P15

1.000

.629

P16

1.000

.822

P17

1.000

.774

P18

1.000

.763

From the communality table above, it can be

seen that those seventeen items have communal

values above 0.5 so that all of these variables can be

tested using further factor analysis. Furthermore,

based on the table above, it can be seen that the

value for item 1 is 0.566 which means 56.6% of the

variation in item 1 can be explained by the factors

formed. Likewise the explanation for the value of

the next variables, with the provision that the greater

value of communality a manifest variable (item), the

closer the relationship with the variables formed

(Santoso, 2011: 82).

The next process of factor analysis is testing

Total Variance Explained. According to Santoso

(2011: 85), the table of Total Variance Explained

describes the number of factors formed. To

determine the factors formed, it must be seen that

the eigenvalue value must be above 1. If it is already

under 1 then none factor is formed. Eigenvalue

shows the relative importance of each factor in

calculating the variance of the total variable

presented. The number of eigenvalue number is

always sorted from the largest to the smallest value.

The following is the result of the total variance test

explained from this research.

As previously explained, to determine the factors

formed, it must be seen that the eigenvalue must be

above 1. If it is already under one 1 then none factor

is formed. From the table above, it is known that

there are five factors formed because from factor

number 1 to 5, the eigenvalues are still above 1; that

is 1.183. Whereas for other factors, the eigenvalue

number is below 1, which is 0.978.

Table 5: Total Variance Explained Test Results.

Extraction Method: Principal Component Analysis

So, the factoring process stops at five factors. Up

to this process, it can be seen that seventeen items

included in the factor analysis formed five factors.

This shows that there are groupings of items into

certain factors because there are similarities in the

characteristics of certain variables.

The number of factors in the analysis of this

factor is determined based on the value of the

cumulative proportion. If the value of the cumulative

proportion ranges from 60%—70%, then the

component can be selected as a component or main

factor. Based on these provisions, there are five main

components which have a cumulative proportion

ranging from 60%—70%. So, those five main

components are the summary of the best information

from the number of items analyzed. In the table

above it explains the formation of five factors after

the simplification of some of the original items.

The first factor is able to explain 36.817% of the

diversity of the total items of research. In the second

factor, it explains 12.286% of the total diversity

while the third factor can explain 8.32%. The fourth

one explains 7.351% of total diversity and the fifth

factor can explain 6.959%. So the five cumulative

factors formed can account for 71.804% of the total

diversity of the research items.

Loading Value.

The next step is to determine the dominant items at

each of these components. This can be seen from the

Component Matrix table which shows the

distribution of the research items in the five factors

formed. The Component Matrix consists of the

initial items for the factors formed. An item can be

determined to enter which factor by looking at the

magnitude of the weighting factor for each item

against the five matrices of the factors formed.

Component

Initial Eigenvalues

Extraction Sums of Squared

Loadings

Rotation Sums of Squared

Loadings

Total

% of

Variance

Cumulative

Total

% of

Variance

Cumulative

Total

% of

Variance

Cumulative

6.259

36.817

6.259

36.817

3.846

22.621

2.089

12.286

49.103

2.089

12.286

49.103

2.496

14.680

37.301

1.427

8.392

57.495

1.427

8.392

57.495

2.113

12.430

49.732

1.250

7.351

64.846

1.250

7.351

64.846

1.927

11.333

61.065

1.183

6.959

71.804

1.183

6.959

71.804

1.826

10.740

71.804

.978

5.755

77.559

.727

4.279

81.838

.650

3.821

85.659

.511

3.004

88.663

.416

2.447

91.109

.337

1.982

93.091

.290

1.706

94.797

.237

1.397

96.194

.196

1.153

97.347

.177

1.042

98.389

.149

.875

99.264

.125

.736

100.000

ICIB 2019 - The 2nd International Conference on Inclusive Business in the Changing World

550

Table 6: Component Matrixa Test Result.

Component

.682

-.062

-.223

.202

-.073

.569

.258

-.341

-.528

.082

.374

.439

-.347

-.258

.143

.464

.540

.123

.400

.090

.462

.495

.068

.516

.280

.612

.282

-.170

.222

.303

.711

-.284

-.069

.197

-.286

.730

-.438

-.160

.126

-.181

.768

-.404

.002

.068

-.185

P10

.720

.128

.326

-.279

-.351

P11

.674

.363

.303

-.287

-.205

P12

.643

.422

.414

-.121

-.182

P14

.542

-.195

-.257

.175

-.106

P15

.709

-.122

-.335

-.010

-.002

P16

.481

-.296

.354

-.213

.577

P17

.583

-.334

-.127

-.248

.494

P18

.379

-.442

.609

.125

.192

Table 7: Rotated Component Matrixa Test Result.

Component

.656

.129

.290

.065

.172

.223

.313

.013

.134

.791

.056

.155

.247

-.026

.672

.097

.288

.770

-.049

.054

.107

.113

.882

.058

.050

.311

.070

.614

.189

.332

.793

.252

.102

.071

-.049

.861

.136

.005

.199

.018

.800

.282

.007

.270

-.027

P10

.357

.827

.036

.121

.120

P11

.173

.811

.201

.108

.252

P12

.121

.810

.346

.094

.107

P14

.638

.022

.134

.043

.111

P15

.664

.101

.146

.157

.364

P16

.111

.151

.077

.882

.056

P17

.386

.042

.012

.697

.372

P18

.232

.249

.055

.648

-.473

At first, the extraction is still difficult to

determine the dominant item included in the factor

because the correlation value is almost the same as

the several items. To overcome this problem, a

rotation that is able to explain the distribution of

variables that are clearer and more real is done. The

following table shows the rotation result to clarify

the position of the variable on the factor.

In this research, the rotation used is the varimax

method. The mechanism of rotation of varimax is to

make item correlation only dominant to one factor.

The method is to make the item correlation close to

absolute value 1 and 0 on each factor. It makes it

easier in interpreting the dominant items. It can be

seen that after rotation, it is easier to determine to

factor one up to the fifth factor. The highest value of

the loading factor (red letter) shows the items

incorporated in one factor. From the result of the

table above, it can be described as the spread of the

existing factors as follows:

FACTOR 1: Consisting of six factors including P1

derived from Adventure Shopping sub-variable; P7,

P8, and P9 derived from Shopping Gratification sub-

variable; P14 and P15 derived from Role Shopping

sub-variables. This factor is incorporated in the

GRATIFICATION SHOPPING FACTOR.

FACTOR 2: Consisting of two factors including P11

and P12 derived from the Idea Shopping sub-

variable. This factor is incorporated in the

SHOPPING IDEA FACTOR.

FACTOR 3: Consisting of three factors including

P4, P5 and P6 derived from the Social Shopping

sub-variable. This factor is incorporated in the

SOCIAL SHOPPING FACTOR.

FACTOR 4: Consisting of three factors including

P16, P17 and P18 derived from the Value Shopping

sub-variable. This factor is incorporated into the

VALUE SHOPPING FACTOR.

FACTOR 5: Consisting of two factors including P2

and P3 derived from the Adventure Shopping sub-

variable. This factor is incorporated in the

ADVENTURE SHOPPING FACTOR.

Based on the result, it can be explained that the

factors that influence hedonic shopping are shopping

gratification, idea shopping, social shopping, value

shopping, and adventure shopping. Of all eighteen

items, there is one factor that must be reduced

because the value produced after several stages of

factor analysis does not meet the requirement until

the last stage. It results in seventeen items of factors

are truly dominant and affect hedonic shopping.

Analysis of Hedonic Shopping Motives to HM Paris Van Java Bandung Consumers

551

4.1.1 Dominant Factor Analysis

Based on the proportion of variance that can be

explained by each factor, factor 1 is the first rank

that most influences Hedonic Shopping.

FACTOR 1: Gratification Shopping is able to

explain 36.817% regarding Hedonic Shopping.

FACTOR 2: Idea Shopping is able to explain

12.286% regarding Hedonic Shopping.

FACTOR 3: Social Shopping is able to explain

as much as 8.32% regarding Hedonic Shopping.

FACTOR 4: Value Shopping is able to explain

7.351% regarding Hedonic Shopping.

FACTOR 5: Adventure Shopping is able to

explain 6.959% regarding Hedonic Shopping.

In accordance with the proportion of variance in

each factor, the following can show the ranking of

the dominant factors.

Table 8: Dominant Factor.

Faktor

Sub Variabel

% of Variance

Gratification Shopping

36,817%

Idea Shopping

12,286%

Social Shopping

8,392%

Value Shopping

7,351%

Adventure Shopping

6,959%

Total

71,804%

Overall, these five factors can explain more than

50% of the factors that influence Hedonic Shopping;

which is 71.804%. Based on the ranking of the

factors that influence Hedonic Shopping above, it

obtains a general description in which the five

factors must be the top priority to find out the factors

that influence Hedonic Shopping so that they must

be fulfilled. Thus, the most dominant factor affecting

hedonic shopping comes from the Shopping

Gratification sub-variable.

The sub-variable with the highest score is

Gratification Shopping. This shows that consumers

of H&M Paris Van Java tend to shop to eliminate

stress because seeing and buying fashion products at

H&M Paris Van Java can improve the mood of

consumers. In a line with the research of Ozen and

Engizek (2013), many consumers claim that they

shop to reduce stress or to stop thinking about the

problem at hand, even escaping for a moment from

the reality. It is proven by the results of the

Gratification Shopping of the dominant H&M Paris

Van Java consumers in the high category.

Next is the sub-variable Idea Shopping. By

shopping for fashion products at H&M Paris Van

Java, consumers can find out about the fashion trend

because the available products at H&M Paris Van

Java Bandung are up-to-date and always change

according to the theme or season at H&M itself.

Furthermore, from the Social Shopping sub-

variables, consumers feel happy if, at the time they

are shopping, they are accompanied by friends or

family due to the frequent social interaction.

Followed by the Value Shopping sub-variable, it

shows that consumers feel that if H&M Paris Van

Java Bandung gives enough discounts to make them

happy, consumers can get fashion products at cheap

prices with good quality so they get another value

from the product. In a line with the research by

Chandon et al. (2000) in Ozen and Enginek (2013),

consumers who buy discounted items will feel happy

and consider themselves to be a smart buyer. It is

evident that H&M often holds discounts for

consumers and they feel happy and proud if they get

discounted items purchased at H&M Paris Van Java

The last sub-variable is Adventure Shopping. In

accordance with the research conducted by Ozen and

Engizek (2013), which is about adventure/exploring

shopping, it is an adventure or exploration of

shopping done by consumers to find something new

and interesting and the practice of enjoyment felt

during the shopping process (Westbrook and Black

1985). The H&M Paris Van Java has created a

comfortable atmosphere in which the consumers can

enjoy the shopping process with the existing layout,

lighting, and so on. Some consumers explain that

H&M Paris Van Java is too crowded so that it is one

reason why adventure shopping is not the dominant

sub-variable for consumers when they shop at H&M

Paris Van Java Bandung.

4.2 Hypothesis Testing

The decisions taken are as follows:

: There are no dominant hedonic shopping

motives to the consumers of H&M Paris Van

Java Bandung.

: There are hedonic shopping motives that are

dominant to the consumers of H&M Paris Van

Java Bandung.

The basis of decision making is:

a. If chi-square counts

≤

chi-square table then H

is rejected.

b. If chi-square counts < chi-square table then H

is accepted.

a. If p-value ≤ 0.05 then H

is rejected.

ICIB 2019 - The 2nd International Conference on Inclusive Business in the Changing World

552

b. If p value > 0.05 then H

is accepted.

Based on the result of Bartlett's Test, it appears

that the chi-square value is equal to 561,224 with df

= 136 and α = 0.05. Thus chi-square counts

(561,224) > chi-squared tab (164,216) or p-value

(0,000) < 0.05 so H0 is rejected and H

is accepted.

This can mean that there are dominant results from

hedonic shopping motives, namely Gratification

Shopping.

These results indicate that among the six sub-

variables of hedonic shopping motives, Gratification

Shopping is the dominant sub-variable of 36.81%

for consumers who shop at H&M Paris Van Java. In

a line with the research results conducted by Park,

Kim, and Forney (2005), it is explained that

emotional elements, namely gratification shopping,

and positive emotions will indirectly affect fashion-

oriented purchases. In addition, it is also in a line

with the research by Arbold and Reynold (2003)

explaining that there are positive results from

hedonic shopping motives in the retail industry.

The result of the interview also shows when

viewing fashion products at H&M tend to improve

mood. Besides, because H&M is located at Paris

Van Java mall, the atmosphere is not boring

because, besides shopping, consumers can at the

same time walk around the mall. It becomes one of

the reasons for consumers to change their mood

when shopping at H&M Paris Van Java Bandung

5 CONCLUSIONS AND

RECOMMENDATIONS

5.1 Conclusions

Based on the results of research and discussion on

the analysis of hedonic shopping motives to

consumers of H&M Paris Van Java, the writers draw

the following conclusions:

1) For Hedonic Shopping variables, it is known

that respondents' ratings are in the high

category based on the respondents' assessment

toward six hedonic shopping motives, namely

Adventure Shopping, Social Shopping,

Gratification Shopping, Idea Shopping, Role

Shopping, and Value Shopping with the

percentage obtained 77.5%. The results of

overall factor analysis can explain more than

50% of the factors that influence Hedonic

Shopping; which is equal to 71.804%.

2) Among the six hedonic shopping motives sub-

variables, there is a hedonic shopping motive

which has the highest or most dominant

response from the respondents who are the

consumers of H&M Paris Van Java Bandung.

The most dominant hedonic shopping motive is

gratification shopping with the result of 36,

81% compared to the others. These results

illustrate that the consumers of H&M Paris

Van Java Bandung do shopping activity with

the aim of relieving stress and as an alternative

to eliminate negative mood in themselves.

5.2 Recommendations

Based on the above conclusions, the writers would

like to give a number of suggestions to H&M Paris

Van Java Bandung regarding hedonic shopping

motives analysis to consumers of H&M Paris Van

Java outlet as follows:

1) Hedonic shopping motives for consumers of

H&M Paris Van Java can be used as a

benchmark for H&M in terms of market

opportunity because if someone already has the

hedonic shopping motivation for the preferred

item, it can increase sales. It would be better if

there are other attractive offers that can support

the achievement of sales volume targeted by

the H&M Paris Van Java.

Even though H&M Paris Van Java has Bloch, P.,

Ridgway, N., & Dawson, S. 1994. The shopping

mall as consumer habitat. Journal of Retailing,

70 (1), 23-42

2) a strategic place to shop because it is located

near the basement so that it becomes the

entrance for visitors to the Paris Van Java Mall,

it is better for H&M Paris Van Java to pay

more attention to the convenience of the

consumers who shop because many visitors are

just passing through the H&M Paris Van Java

as access to the entrance or exit of the mall.

3) H&M Paris Van Java should regularly give

discounts to the consumers as they have done.

The discounts that H&M provide are unique

because they provide thematic discount names

for the products sold according to "the season"

or certain seasons that have been set. In

addition, because of the discount, it can attract

other consumers to shop at H&M Paris Van

Java Bandung.

Analysis of Hedonic Shopping Motives to HM Paris Van Java Bandung Consumers

553

REFERENCES

Arnold,M. J., & Reynolds, K. E. 2003. Hedonic shopping

motivations. Journal of Retailing, 79(2), 77–95

Babin, B. J., W. R. Darden, & M. Griffin. 1994. Work

and/or fun: Measuring hedonic and utilitarian

shopping value. Journal of Consumer Research 20:

644–65.

Beatty, S. E., & Smith, S. M. 1987. External search effort:

an investigation across several product categories.

Journal of Consumer Research, 14(1), 83–95.

Beatty, S. E., & Ferrell, M. E. 1998. Impulse buying:

modeling its precursors. Journal of Retailing, 74(2),

169–191.

Bloch, P. H., Sherrell, D. L.,& Ridgway, N. M. 1986.

Consumer search: an extended framework. Journal of

Consumer Research, 13(1), 119–126.

Chaudhuri A., Holbrook, M. B. 2001. The Chain of

Effects from Brand Trust and Brand Affect to Brand

Performance: The Role of Brand Loyalty. Journal of

Marketing, 65 (2): 81-93

Childers, T. L., C. L. Carr, J. Peck, & S. Carson. 2001.

Hedonic and utilitarian motivations for online retail

shopping behavior. Journal of Retailing 77: 511–35

Haytko, D. L.,&Baker, J. 2004. It’s all at themall:

exploring adolescent girls’ experiences. Journal of

Retailing, 80(1), 67–83.

Herabadi, A. G., Verplanken, B., Knippenberg, A. 2009.

Consumption experience of impulse buying in

Indonesia: Emotional arousal and hedonistic

considerations. Asian Journal of Social Psychology,

12: .20–31.

Hirschman, E. C., & Holbrook, M. B. 1982. Hedonic

consumption:emerging concepts, methods and

propositions. Journal of Marketing, 46(3), 92–101

Kim, J., & S. Forsthye. 2007. Hedonic usage of product

virtualization technologies in online apparel shopping.

International Journal of Retail & Distribution

Management 35 (6): 502–14.

Kim, H., & Kim, Y. 2008. Shopping enjoyment and store

shopping modes: the moderating influence of chronic

time pressure. Journal of Retailing and Consumer

Services, 15(5), 410–419.

Lim, E. A. C., Ang S. H. 2008. Hedonic vs. utilitarian

consumption: A cross-cultural perspective based on

cultura conditioning. Journal of Business Research,

61: 225–232.

Mark, Yi-Cheon Y., Seung Chul Y., Paul L. S., Joo Hwan

S. 2014. Hedonic shooping motivation and co-shopper

influence on utilitarian grocery shopping in

superstores. J.of the Acad. Mark. Sci., 42 (2014), 528-

544.

Roy, A. 1994. Correlates of mall visit frequency. Journal

of Retailing, 70(2), 139–161.

Swinyard,W. R. 1993. The effects ofmood, involvement,

and quality of store experience on shopping intentions.

Journal of Consumer Research, 20(2), 271–280.

Wakefield, K. L., & Baker, J. 1998. Excitement at the

mall: determinants and effects on shopping response.

Journal of Retailing, 74(4), 515–539.

Westbrook, R. A., & Black, W. C. 1985. A motivation-

based shopper typology. Journal of Retailing, 61(1),

78–103.

ICIB 2019 - The 2nd International Conference on Inclusive Business in the Changing World

554