Understanding the Interplay Between Shopping Motivations, Customer Experience and Repurchase Intention: A Gender Based Moderation Mediation Model

AbstractThis paper seeks to explore how shopping motivations, particularly its components- utilitarian and hedonic motivation shape customer experience and in turn impact repurchase intention. Furthermore, it examines how customer experience serves as a mediator and investigates whether gender moderates these relationships, highlighting the significant differences in path coefficients between males and females. Data was collected from 280 omni-channel customers of apparel sector which were analyzed through Smartpls4. Multi-group Analysis was performed to look for the moderating effect of gender. The results confirmed a strong relationship between all variables with customer experience playing a partial mediating role in these relationships. In addition, the results confirmed the moderating effect of gender on all relationships except for a few relationships. The distinctiveness of the study lies in its in-depth analysis of moderated mediation effects using multi-group analysis, providing a detailed understanding of how different groups react to various factors in omni-channel retail environments.