Abstract
| Original language | English |
|---|---|
| Pages (from-to) | 539-555 |
| Journal | The Service Industries Journal |
| Volume | 29 |
| Issue number | 4 |
| DOIs | |
| Publication status | Published - 2009 |
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The moderating influence of hedonic consumption in an extended theory of planned behaviour. / Lee, R.; Murphy, Jamie; Swilley, E.
In: The Service Industries Journal, Vol. 29, No. 4, 2009, p. 539-555.Research output: Contribution to journal › Article
TY - JOUR
T1 - The moderating influence of hedonic consumption in an extended theory of planned behaviour
AU - Lee, R.
AU - Murphy, Jamie
AU - Swilley, E.
PY - 2009
Y1 - 2009
N2 - This study extended the theory of planned behaviour (TPB) to predict youth’s customerloyalty. Replacing TPB’s traditional subjective norm with a norm from a behaviourallyrelevant group, the findings supported the model’s predictive efficacy. However,youth’s hedonic consumption moderated the relationships between TPB’s predictorsand loyalty. Hedonic consumption increased group interactions, which in turn increasedgroup norm’s influence. Conversely, with low hedonic consumption, attitude andperceived behavioural control were stronger than the group norm. The findingssuggested the importance of group norm, particularly with hedonic behaviours enactedin groups. Managerial implications included how to reach youth through hedonicconsumption and peer groups.
AB - This study extended the theory of planned behaviour (TPB) to predict youth’s customerloyalty. Replacing TPB’s traditional subjective norm with a norm from a behaviourallyrelevant group, the findings supported the model’s predictive efficacy. However,youth’s hedonic consumption moderated the relationships between TPB’s predictorsand loyalty. Hedonic consumption increased group interactions, which in turn increasedgroup norm’s influence. Conversely, with low hedonic consumption, attitude andperceived behavioural control were stronger than the group norm. The findingssuggested the importance of group norm, particularly with hedonic behaviours enactedin groups. Managerial implications included how to reach youth through hedonicconsumption and peer groups.
U2 - 10.1080/02642060802287189
DO - 10.1080/02642060802287189
M3 - Article
VL - 29
SP - 539
EP - 555
JO - The Service Industries Journal
JF - The Service Industries Journal
SN - 0264-2069
IS - 4
ER -