Journal article
The moderating influence of hedonic consumption in an extended theory of planned behaviour
The Service Industries Journal, Vol.29(4), pp.539-555
2009
Abstract
This study extended the theory of planned behaviour (TPB) to predict youth's customer loyalty. Replacing TPB's traditional subjective norm with a norm from a behaviourally relevant group, the findings supported the model's predictive efficacy. However, youth's hedonic consumption moderated the relationships between TPB's predictors and loyalty. Hedonic consumption increased group interactions, which in turn increased group norm's influence. Conversely, with low hedonic consumption, attitude and perceived behavioural control were stronger than the group norm. The findings suggested the importance of group norm, particularly with hedonic behaviours enacted in groups. Managerial implications included how to reach youth through hedonic consumption and peer groups.
Details
- Title
- The moderating influence of hedonic consumption in an extended theory of planned behaviour
- Authors/Creators
- R. Lee (Author/Creator) - University of South AustraliaJ. Murphy (Author/Creator) - The University of Western AustraliaE. Swilley (Author/Creator) - Kansas State University
- Publication Details
- The Service Industries Journal, Vol.29(4), pp.539-555
- Publisher
- Routledge, Taylor & Francis Group
- Identifiers
- 991005544193607891
- Copyright
- 2009 Taylor & Francis
- Murdoch Affiliation
- Murdoch University
- Language
- English
- Resource Type
- Journal article
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InCites Highlights
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- Collaboration types
- Domestic collaboration
- International collaboration
- Citation topics
- 6 Social Sciences
- 6.3 Management
- 6.3.65 Consumer Behavior
- Web Of Science research areas
- Management
- ESI research areas
- Economics & Business