Unpacking Digital Shopping Happiness in Preloved Markets: Roles of Self–Brand Congruence and Emotional Resonance
Keywords:
Hedonic Motivation, Self–Brand Congruence, Emotional Resonance, Shopping HappinessAbstract
An increase in preloved fashion sales is certainly shifting the market as it reflects a changing consumer penchant towards sustainable purchases, self-expression, and emotional health. Therefore, this study aimed to assess the role of hedonic motivation, self-brand congruence, and emotional resonance in the shopping happiness of Indonesian customers purchasing preloved items. Each variable was related to satisfaction in different ways and collectively provided insight into positive outcomes in the Indonesian market. A centralized method was used to conduct the study, collecting data via Google Forms from a sample of 179 individuals in different Indonesian cities to prepare for PLS-SEM analysis. The result showed that hedonic motivation had a positive and significant effect on self-brand congruence. This implied that customers with hedonic motivation experienced stronger compatibility with selected brands. Furthermore, self-brand congruence was shown to positively influence emotional resonance and shopping happiness. Consumers in the preloved market were also influenced by price or functional benefits, as well as emotional experiences and personal identity ties. This study enhanced the theoretical comprehension of digital consumer happiness as both a model and construct, examining the variable as an affective and identity-based concept that surpassed the limits of customer pleasure and happiness.
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