Tourism Research Topics

The Influence Of Shopping Motivation, Optimum Stimulation Level And Cognitive Response On Store Patronage Satisfaction: A Case Of Indonesia Tjong Budisantoso, Notre Dame University Katherine Mizerski, Edith Cowan University Abstract This study focuses on the relationship between shopping motivation, optimum stimulation level and cognitive response and store patronage satisfaction. Shopping motivation focuses on the hedonic motivations for shopping while cognitive response is measured in terms of the perception of merchandise quality and the perception of service quality. The results indicate that a moderate relationship exists between shopping motivation and the perception of merchandise quality and service quality. In turn, these cognitive responses to shopping have a strong influence on store patronage satisfaction. Keywords: shopping motivation, optimum stimulation level, cognitive response, store patronage satisfaction Background Previous research has examined the relationship between store atmosphere and shopping behavior, however little attention has been given to investigating the influence of shopping motivation on in store-experience (Arnold and Reynolds, 2003). Motivation, however, is an important factor in explaining behavior (Lawson et al., 1996; Schiffman et al., 1997; Solomon, , 2002 and Neal et al., 2004) and influencing how people perceive the environment as well as how they process information (Lawson et al., 1996). Studies focusing on these areas have tended to examine the factors in isolation. In addition, the research that has been conducted has taken plaice in “western” settings. As newer markets continue to open, it is important for retailers to know if what has traditionally worked, is applicable in these newly developing markets. The current study attempts to address these issues. First, the study looks at a number of measures and proposes that shopping motivation (based on Arnold and Reynolds 2003 typology) and shopper’s optimum stimulation

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