The conceptual model measures the primary relationship
between hedonic shopping motivation online and purchase
intentions online (Figure 1). However, this relationship has
two models of mediation that are determined by the
consumers perception of their gendered behaviour online
(Model A: H1 to H4) or offline (Model B: H5 to H8). The
conceptual model is based upon two theoretical arguments.
Our first argument relates to the importance of hedonic
shopping motivations on purchase intentions (Hirschman
and Holbrook, 1982, Holbrook and Hirschman, 1982;
Holbrook and Gardner, 1998). Motivations for retail shopping
can differ, depending on whether the consumer’s motivation
is primarily experiential (hedonic) or goal-directed
The conceptual model measures the primary relationshipbetween hedonic shopping motivation online and purchaseintentions online (Figure 1). However, this relationship hastwo models of mediation that are determined by theconsumers perception of their gendered behaviour online(Model A: H1 to H4) or offline (Model B: H5 to H8). Theconceptual model is based upon two theoretical arguments.Our first argument relates to the importance of hedonicshopping motivations on purchase intentions (Hirschmanand Holbrook, 1982, Holbrook and Hirschman, 1982;Holbrook and Gardner, 1998). Motivations for retail shoppingcan differ, depending on whether the consumer’s motivationis primarily experiential (hedonic) or goal-directed
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