1Avances en Psicología Latinoamericana / Bogotá (Colombia) / Vol. 42(1) / pp. 1-17 / 2024 / ISSNe2145-4515 “Just do it”: Hedonic Shopping Motivations Predicting Consumer Behavior Beyond Personality

Abstract

The present study aimed at testing hedonic shopping motivations’ explanatory power for the impulsive buying tendency and specific buying behaviors. It also presents psychometric properties of the adapted Brazilian version of the Hedonic Shopping Motivations (HSM) scale. This scale assesses six factors of hedonic motives for shopping: Adventure shopping, gratification shopping, role shopping, value shopping, social shopping, and idea shopping. After the translation process, 429 adults (Mage = 34.5; 73,7 % women) completed the instrument. Confirmatory factor analyses indicated that the six-factor model was the best fit for the data, the same as the instrument’s original version. The factors also showed satisfactory reliability indices. Although we found significant correlations between hsm and the Big Five Factors, these correlations were only weak. Conversely, we found moderate positive correlations between the adventure, gratification, and idea factors of the hsm scale and impulsive buying. The instrument showed satisfactory evidence of validity, indicating the scale’s reliability for use in Brazil. The results also indicated that the hsm scale predicted specific purchase behaviors and impulsive buying beyond the Big Five. This study expands our understanding of individual differences in purchasing behaviors, especially by showing that gratification is the best predictor of impulsive buying.

Keywords

• Hedonic Shopping Motivations
• Impulsive buying
• Big Five
• confirmatory factor analysis
• consumer behavior
• consumer psychology