Thank God It's Black Friday

Abstract: All studied motivators had a positive effect on Attitude towards consumption events. The perception of Social interaction was stronger for offline shopping, whereas Usefulness, Convenience and Value expression were stronger for online shopping. For offline shopping a combination of Cost saving, Enjoyment and Value expression is optimal and Cost saving, Usefulness and Enjoyment for online. Hence, it can be concluded that online shopping derives to a greater extent by utilitarian motivators and offline shopping from hedonic motivators. Finally, a strong relation between Attitude and Purchase intention was identified.