The effects of hedonic shopping values on loyalty towards small retailers: The moderating role of trust

This study aims to investigate the relationship between hedonic shopping values and loyalty towards small retailers. Furthermore, it examines how trust moderates the relationship between attitudinal loyalty and behavioral loyalty. Participants were recruited from an online panel, with the survey targeting individuals aged 18 and older residing in the United States. Seven process models were tested to assess the hypotheses, with all seven hedonic shopping values treated as independent variables. Attitudinal loyalty was seen as a moderated mediator, where trust played the moderating role in the relationship between hedonic shopping values and behavioral loyalty. The findings underscore the significant role of hedonic shopping values in influencing customer loyalty towards small retailers. The relationship between attitudinal loyalty and behavioral loyalty is confirmed, specifically in the context of small retailers. Furthermore, the study notes that trust moderates the relationship between attitudinal loyalty and behavioral loyalty.