Shopping Motivations In Shopping

In order to get an initial understanding of the driving forces of second-hand shopping, the existing literature about what guides consumer behaviour must first be studied. Thus, this literature review deals with theory concerning consumption behavior, in particular, motivations because motivations is the reason for behaviour (Hawkins, Best & Coney, 2004, p.355. Motivations is the why people do something, so in order to understand why consumers shop, examining underlying motivations is crucial. Already in 1985 - after discussing several quite diverse studies about shopping orientations towards shopping or shopping typologies - did two authors suggest that examining motivations underlying shopping behavior would offer a better conceptual framework

Thus one way to look at shopping motivations is to examine the overarching motivations regarding the the hedonic and utilitarian values that a shopper receives from the shopping process.

Consumers may find utilitarian value in shopping, and this is seen as a more functional and tangible motivation (Solomon, Bamossy & Askegaard, 1999; Hirschman & Holbrook, 1982, p.134, Babin, Darden, & Griffin, 1994, p.646), resulting from a more conscious pursuit of the actual outcome wanting to get something (Babin, Darden, & Griffin, 1994, p.645). Miller (1998, as cited in Bardhi & Arnould, 2005, p.224) suggest that often when shopping according to a more utilitarian view, or provisional view, many of the individual desires take a second stage. However, consumption can also involve fantasies, feelings and fun (Hirschman & Holbrook, 1982, p.132) and can be about the actual experience and process (Tauber, 1972) which is the hedonic value (Babin, Darden, & Griffin, 1994, p.646; Sherry, 1990, p.26). Both motivations exist and can be found in shopping but it seems to be a question of the specific experience or situation to what degree each value is found (Solomon, Bamossy & Askegaard, 1999; Babin, Darden & Griffin, 1994; Dhar & Wertenbroch, 2000; To, Liao, Lin, 2007; Kim H,