According to the hedonic principle, our emotional experience can be thought of as a gauge that ranges from bad to good and our primary motivation is to keep the needle on the gauge as close to good as possible. The results of this research show that hedonic motives and shopping lifestyle have a significant influence on impulse buying. Pedro Esprito Santo and Alzira Maria Ascenso Marques. Answering research question RQ2 regarding hedonic motivations as a trigger for fast fashion impulsive buying behavior, the results show that during COVID-19, gratification shopping motivations are the strongest (H3.1: 0.

This is linked to the classic motivational principle that people approach pleasure and avoid pain, and is gained from acting on certain behaviors that resulted from esthetic and emotional feelings such as: love, hate, fear, joy, etc. Determinants of the online purchase intention : hedonic motivations, prices, information and trust.

Hedonic motivation refers to the influence of a person's pleasure and pain receptors on their willingness to move towards a goal or away from a threat.

This is linked to the classic motivational principle that people approach pleasure and avoid pain, and is gained from acting on certain behaviors that resulted from esthetic and emotional feelings such as: love, hate, fear, joy, etc. Hedonic motivation refers to the influence of a person's pleasure and pain receptors on their willingness to move towards a goal or away from a threat. Building on the past research on motivated information processing, we propose that consumers with a hedonic purchase motive will engage in motivated.