摘要：The aim of this study is to survey the relationship of motivational factors with couples’ likelihood of joint shopping. These motivational factors include utilitarian motives (product purchase relevance and perceived financial risk), hedonic motive (expected shopping pleasure) and a situational motive (time availability). Four hypotheses of this research that state every four motivational factors are positively associated with likelihood of joint shopping, have been tested among 300 furniture customers (couples living together) of Refah chain stores in Qom-Iran. After testing hypotheses, results indicated that all the motivational factors are positively associated with likelihood of joint shopping. Also expected shopping pleasure and product purchase relevance by couples are the most influential aspects in decision to jointly shop; and time availability and financial risk, have lowest influence.
