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A modified scale measuring Vietnamese consumers’ motivation of utilitarian and hedonic shopping
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Abstract
This study is to modify a scale measuring Vietnamese consumers’ motivation of utilitarian and hedonic shopping. A mixed research method was used. The obtained research results help modify the relevant scale, based on having tested its validity and reliability. The results could help researchers and retailers understand better consumers’ shopping motivations, and this modified scale can be used to study Vietnamese consumers’ shopping behaviors.
Article Details
This work is licensed under a Creative Commons Attribution-NonCommercial 4.0 International License.
Keywords
shopping motivation, hedonic, utilitarian
References
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