2. Theoretical framework
2.1. General shopping motivations
Before the transition to the experiential consumption perspective, some scholars started to reinvestigate consumer shopping behavior by questioning consumer shopping motivations. Contrary to the traditional belief that consumers go shopping just to purchase products and/or services, argued that consumers go shopping because they experience a need and recognize that shopping activities may satisfy that need. Based on in-depth interviews, hypothesized that shopping motivations can be either personal or social. Personal motivations include role playing, diversion from daily routine, self-gratification, physical activity, learning about new trends, fashions, and innovations, and sensory stimulation; social motivations include social experiences outside the home, communication with others having a similar interest, affiliation with peer groups, obtaining status and authority, and gaining pleasure from bargaining and negotiation. Many researchers have investigated consumer shopping motivations and have identified a broad range of consumer shopping motivations.