In today's competitive environment, consumers face a hectic pace of life and are often time pressured when managing their occupation and family. This study investigates the effects of time pressure stress on store loyalty in the context of food and grocery shopping in Thailand. Additionally, this research introduces the concept of shopping motivations (i.e., utilitarian and hedonic motivation) to explain how and why time-stressed shoppers may be loyal to particular retail stores. The philosophy of utilitarian-oriented motivation asserts that time-stressed consumers are more loyal toward a preferred store where they may shop with minimal exertion of time and energy. In addition, this study indicates that shoppers who experience time stress may be responding to hedonic motivations related to food and grocery shopping.
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