The influence of shopping motivation, optimum stimulation level and cognitive response on store patronage satisfaction: A case of Indonesia
Faculty of Business and Public Management
School of Marketing, Tourism and Leisure
This study focuses on the relationship between shopping motivation, optimum stimulation level and cognitive response and store patronage satisfaction. Shopping motivation focuses on the hedonic motivations for shopping while cognitive response is measured in terms of the perception of merchandise quality and the perception of service quality. The results indicate that a moderate relationship exists between shopping motivation and the perception of merchandise quality and service quality. In turn, these cognitive responses to shopping have a strong influence on store patronage satisfaction.