Effect of hedonic and utilitarian motivation on customer satisfaction: moderating role of time pressure

The proliferation of supermarkets and the consumers prone to shopping at supermarkets in emerging economies have attracted large international retailers to open their subsidiaries and compete with the traditional and local retailers (Jerath et al., 2016; Paswan et al., 2010). Formal retailers such as supermarkets chains and, independent supermarkets offer a variety of products, and use qualified workforce to provide superior consumer purchase experience. On the other hand, traditional/ informal retailers are characterised by small shops mostly family owned, and their catchment area is limited to their local neighbourhood (Sherry, 1990). Utilizing their unique characteristics, formal and informal retailers compete each other to attract and satisfy customers. As the competition between retailers keeps increasing (Gomez et al., 2004), it is important to understand what motivates consumers, and what makes them satisfied with the store (Nilsson et al., 2017) and how the hedonic and utilitarian motivation influences consumers satisfaction with the formal and informal retailers. Hedonic shopping is experience-oriented which reflects the value consumer received from the multisensory, fantasy and emotive aspects of the shopping. On the other hand, utilitarian shopping is task-oriented which reflects the acquisition of products in an efficient manner (Babin et al., 1994; Jones et al., 2006).