Shopping Enjoyment, Perceived Time Poverty, and Time Spent Shopping

Abstract

The purpose of this study was to propose an enjoyment-based motivational framework for shopping behavior research. The effects of shopping enjoyment, perceived time poverty, and selected demographic variables on the amount of time spent shopping among employed customers of a large Midwest retail firm were investigated. Analysis of covariance was used to analyze the simultaneous effect of the classification and measurement variables on time spent shopping. The factors affecting time spent shopping were found to be complex and interrelated. Significant main and interaction effects were found for shopping enjoyment, marital status, and age. Shopping enjoyment was positively related to time spent shopping; however, the effect of shopping enjoyment was mediated by marital status. The findings did show that shopping enjoyment is a viable motivational construct influencing time allocation to shopping and provided support for extending traditional utility maximization models to include shopping enjoyment.

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