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